One form of Internet marketing is Search Engine Marketing (SEM) wherein it aims to promote websites by increasing their search engine results pages (SERP) visibility via paid advertising. Search Engine Optimization or SEO may be incorporated with SEM wherein SEO is the process of rewriting contents of websites and focusing on site architecture for attaining higher ranking among the pages of search engine results, and enhancing pay per click (PPC listings). The common terms used to refer to search engine marketing are paid listings, paid search, paid search advertising, Pay-per-click (PPC), Cost-per-thousand impressions (CPM) and Cost-per-click (CPC).
There are at least five metrics or methods for website optimization using SEM which include keyword research, Google mobile-friendly website checker, website popularity and saturation, HTML validators and web analytic tools, and Whois tools. Keyword research and analysis ensure that a website can be indexed by search engines, find the most popular and relevant keywords for a website and its products, and use those keywords on the website in a manner that it will be generating leads and conversion. Studies have shown that SEM has a major impact to brand identification and consumer perception which include keyword focus, title, and meta tags, and site indexing. It is very important to prepare a website for online searching since this is the first step to gain new customers because the search perception highly influence the brand impression. When it comes to website popularity and saturation, it refers to the presence of a particular website among search engines as analyzed using backlinks and the number of pages indexed. It means that the web page must contain relevant keywords that people commonly use to ensure that they rank high among search engines.
In order to measure the success of a website, Web analytic tools, back-end tools and HTML validators must be used. Whois tools are important for trademark and copyright because these tools determine if these are violated. 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. So far, the most popular paid search platform 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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