What is Search Engine Marketing?
Search Engine Marketing (SEM) includes various tools and strategies to drive online marketing via search engines. The basic goal of search engine marketing is to increase awareness of a company. The website or services and performances of a company are displayed in the keyword search engine below the top results.
This allows new customers to be reached and won quickly, as approximately 95% of internet users state that they use search engines to inform themselves about a product or service before buying. Among the various search engines, such as Google, Yahoo or Bing, Google is the absolute market leader with approximately 30 trillion URLs that can land under the search results.
Google, like most other search engines, uses different algorithms to evaluate websites based on the occurrence of certain keywords, but also on the basis of the average page views or their actuality, and to rank them. If word groups are searched for by a user, the results are sorted by this rank and displayed as organic search results (Naturial Listings). Beside and above the results are short advertising texts or advertisements, which are also related to the terms sought. For companies, it is desirable to land as far up as possible in the search results. The user is suggested that he will receive useful information on the linked page. Thus, 42% of internet users say that they only click links on the first page.
Measures that increase the ranking of a company’s web presence and thus enter the organic search results are referred to as Search Engine Optimization (SEO). On the other side, the use of online ads is called search engine advertising (SEA).