This document discusses search engine marketing (SEM). It defines SEM as promoting websites to increase their visibility in search engine results pages through optimization and advertising. The key components of SEM discussed are editorial/organic listings, paid search/CPC/PPC listings, and search engine advertising. Benefits of SEM include increased productivity, relevance, and value through tools that automate tasks, suggest keywords, and find low-cost advertising opportunities. Features of an SEM platform discussed include friendly URLs, XML sitemaps, custom meta tags, and integration with analytics tools.

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3.  Search engine marketing is a form of
Internet marketing that involves the
promotion of websites by increasing their
visibility in search engine results pages
through optimization and advertising.
Search engine marketing

4. Search engine marketing (SEM)
 Search engine marketing (SEM) is a
form of Internet marketing that involves
the promotion of websites by increasing
their visibility in search engine results
pages (SERPs) through optimization and
advertising. SEM may use search engine
optimization (SEO), that adjusts or
rewrites website content to achieve a
higher ranking in search engine results
pages or use pay per click listings.

5. Search Engine Marketing
Components of SEM

6. Components of SEM
 Editorial / Organic / Natural
Listings: Any good search engine, such as
Google or Bing, has “editorial” or “organic or
“natural” listings. these are listings that
appear without anyone paying for them. they
are provided as a core product of that search
engine, in the same way that a newspaper
has a core product of writing stories about
topics it believes are of interest to its
readers, rather than to its advertisers.

7.  Paid Search / CPC / PPC Listings: Search engines also have
paid search ads, sometimes referred to as “CPC” or “PPC” listings.
Those acronyms come from the way advertisers are charged for
these ads, on a Cost-Per-Click or Pay-Per-Click basis. You pay, you
get listed. When you stop paying, your listings goes away. Similar
to newspapers, these ads typically appear alongside – but –
separate from the editorial content. They are also not supposed to
influence the editorial coverage.
 SEM thus involves use of marketing principles, only in a way that
the strategizing is around reaching out to your consumer via
search listings.
 When this term is used to describe an individual, it stands for
“Search Engine Marketer” or one who performs SEM.
 SEM is said to allow for more targeted marketing because it
involves the marketer reaching out to the seeking consumer. It is
thus a two way process, in which the consumer seeks out his /
her need, and the marketer, through SEM, is ready to provide the
need of this consumer.

8. What is Search Engine Marketing?
 Search engine marketing definition: Marketing to internet
users through natural search engine result page listings and
paid advertising placement.
 Search engine marketing is a multi-billion industry
spearheaded by Google, Bing, and Yahoo that is often broken
down to two segments - free (organic) and paid (inorganic)
search. Free search engine marketing, or search engine
optimization (SEO), uses on-page and off-page strategies to
help search engines better understand the relative importance
of a website's pages. Search engine advertising, of pay per
click (PPC) advertising, are advertising platforms search
engines provide to advertisers to place their ads. Due to the
growing demand and complex nature of "search," as search
engine marketing firms would like to say, it's often hard to
determine good SEO/PPC experts from bad SEO/PPC snakeoil
salesmen.Search engine marketing services from WordStream
offer three core benefits for your business:

10. Pay per click (PPC)
 Pay per click (PPC) (also called cost per
click) is an internet advertising model used to
direct traffic to websites, in which advertisers
pay the publisher (typically a website owner)
when the ad is clicked. It is defined simply as
“the amount spent to get an advertisement
clicked.”
 With search engines, advertisers typically bid
on keyword phrases relevant to their target
market. Content sites commonly charge a
fixed price per click rather than use a bidding
system. PPC "display" advertisements, also
known as "banner" ads, are shown on web
sites or search engine results with related
content that have agreed to show ads.

12. Search engine marketing benefits
 .Search engine marketing services from WordStream
offer three core benefits for your business:
 Productivity - By providing a series of keyword
management, keyword search tools and automation
tools WordStream enables you to accomplish more
search engine marketing in considerably less time,
and with clearer workflow prioritization.
 Relevance - The software creates a system of daily
keyword suggestion, and arms you with negative
keyword tools that help you to consistently refine your
keyword list. This will help you improve your search
engine rankings and, in turn, earn you a better
Quality Score in Adwords.

13.  Value - WordStream is designed to discover
new, inexpensive keyword advertising
opportunities, and the keyword ad software
secures algorithmic pricing advantages for you
from the search engines. This saves you money
by ensuring a low minimum bid, saves time
otherwise spent searching and analyzing
manually, and generates better results for your
search engine marketing campaigns. In the
coming paragraphs, we'll show you how the tools
go about providing this improved
efficiency, value, and traffic quality so that you
can improve both your paid search returns, your
organic SERP rankings, and your overall search
engine marketing strategy.

14.  Search engine marketing can be a huge
task to tackle. Keyword research, on page
optimization, and link building are just
some of the difficult tasks that are
involved in SEO. Let us help you figure out
how to get your site ranking faster. Tune
in and watch the Foremost Media Team as
we break down the steps involved in
getting your site to rank well on the
search engines.

15. Features
 Friendly URLs
 To perform more effectively in search engines, all page
URLs are rewritten with keywords in them, rather than
meaningless strings of letters and numbers like
/?page=1234&r=2
 XML sitemaps
 A computer readable sitemap is created automatically,
allowing search engines to easily find every page on your
site. You don't need to do anything, Liquid Web handles
it.
 Friendly sitemaps
 Computer readable sitemaps are all well and good, but
it's not all about that. Liquid Web also creates a dynamic
human readable sitemap linking to all pages on your site.

16.  Custom META tags
 You have full control over the META tag data on every
page. This allows you to dynamically tailor your search
engine optimization strategy based on your content if
you wish to do so.
 Custom page URLs & titles
 For full control over your pages you also have the option
to create custom page URLs (e.g. /competition), ideal for
use in your marketing promotions as it's very easy to
remember.
 Scripts and analytics
 Maintaining a good idea of where your visitors come
from and their browsing habits is vital. Liquid Web makes
this easy by integrating with many 3rd party programs
such as Google Analytics.

17. THANKS