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Search Engine Marketing and Its Impact on Your Business Search Engine Marketing (SEM) is a type of Internet marketing involving website promotions by increasing their search engine results pages (SERP) visibility via paid advertising. It is possible to incorporate search engine marketing to Search Engine Optimization or SEO, which refers to the process of focusing on site architecture and rewriting website contents, attaining higher ranking among the pages of search engine results, and enhancing pay per click (PPC listings). Search engine marketing is generally called paid search or paid listings, and other common terms include paid search advertising, Pay-per-click (PPC), Cost-per-click (CPC), and Cost-per-thousand impressions (CPM). Search engine marketing involves usage of at least five metrics or methods for website optimization such as keyword research, website popularity and saturation, HTML validators and web analytic tools, Google mobile-friendly website checker, and Whois tools. When it comes to keyword research and analysis, it involves proper indexing of a website among search engines, searching for the most popular and relevant keywords for a website and its products, and utilizing those keywords on the website in a manner that it will be generating leads and conversion. Studies show the impacts of SEM to brand identification and consumer perception that include keyword focus, title, and meta tags, and site indexing. In order to gain potential customers, it is important to prepare your website when it comes to online searching because the search perception highly influence the brand impression. Backlinks and the number of pages indexed determine website saturation and popularity. It means that the web page must contain relevant keywords that people commonly use to ensure that they rank high among search engines. It is important to use Web analytic tools, back-end tools, and HTML validators in order to measure the success of a website. The tools used in checking if a trademark or copyright is violated are Whois tools. For analyzing a website if it is mobile-friendly, a Google mobile-friendly website checker is used. SEM is one method to edit and create a website focusing primarily on PPC advertising or keyword marketing, making sure that ads show among search engine results, and allowing advertisers to bid on specific phrases or keywords. When it comes to SEM, the one of the most popular paid search platforms used by online search marketers is Google Adwords. Many advertisers and marketers utilize SEM for building traffic and shoppers using search engine tend to focus and trust on the links provided by search results pages.
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