Search Engine Marketing (SEM)

Search engine marketing can be described as the process of designing and marketing a website in a way that maximizes search engine rankings. Where search engine optimization looks purely at the website from a design/content viewpoint, and PPC programs only at the website's marketing campaign, search engine marketing is a combination of both. Search engine marketing encompasses everything from website content and design, to the selection and management of PPC keyword campaigns. It can also include conformity measure analysis, whereby the website is evaluated against search engine guidelines to ensure web pages are properly crawled and indexed. Search engine marketing looks at all these things to ensure they work in tandem to produce optimal search engine rankings and advertisement click-through-rates.