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Introduction to Search Engine MarketingSearch Engine Marketing (SEM) is a unique way to reach a customer at the exact moment they are seeking knowledge on the topic at hand. According to the Search Engine Marketing Professional Organization, it's "Just-in-Time Marketing" (sempo). |
Types of Search Engine Marketing There are three main types of Search Engine Marketing strategies available to increase traffic to your website: a. Search Engine Optimization (SEO) |
Search Engine Optimization (SEO) SEO is the art of altering a website so that it places as high as possible in the organic listings of search engines. Even if you decide to pursue paid inclusion or a PPC campaign, following all of the techniques outlined in this tutorial is important to help place higher in the search engine's "organic" page rankings. It's impossible to know how all of your customers will find you and if you pay for some key words they might use others which can still reside on your pages and allow you to be found through the "organic" approach.
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Paid Inclusion Submitting directly to Yahoo is not necessary because both Google's Page and Yahoo draw directly from the ODP (see directory inclusion for more detail).
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Paid Placement Pay Per Click (PPC) PPC programs allow us to select and bid on keywords that will drive visitors to your website. The higher the bid for each keyword, the higher the website will be placed on the search engine page when that keyword is searched on by a potential customer. Yahoo! Search Marketing (formerly known as Overture) and Google Adwords both offer Pay Per Click programs. Bids can start as low as $.01 per click, but most of the better PPC sites start the bidding at $.05 to $.10 per click and it can go higher depending on the industry.
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