Search Engine Marketing: Techniques, Tools and Utilization

Abstract

The success of a World Wide Web (WWW) based marketing strategy requires the development of a high quality web site and a clever mix of methods to lead traffic to it. Of these methods of directing traffic, perhaps the most exploited is the search engine. Search Engine Marketing (SEM) is the strategy of designing a web site so that when users search for information relevant to its content, the site will be returned as close to the top of the search results list as possible. Historically, instead of using search engines, users were more likely to visit a favorite portal site or work their way through directory links, or bookmark to an appropriate and relevant web site. Therefore, marketers concentrated on generating traffic with banner ads, pop-ups, and conventional media to their sites. In recent years, users are using search engines which offer better and quicker search results. In this environment the ubiquitous and free technology of the search engine beckoned. Search engine marketing differs significantly from all other methods of soliciting WWW visitors because search engines provide basic services for free to information seekers and providers alike. The downside is that web designers have no control over how search engines work. Designers must divine the methodology of each search engine, choose which one(s) is best suited to their purposes and tweak the design of their sites accordingly. How much will SEM efforts improve the bottom line? Currently, and probably for some time, there is no credible way of knowing. Most of the data is collected by the marketers themselves and as a result, is rather glowing. On the other hand, publicly reported financial data shows that expenditures on paid listings (" sponsored links ") are a significant revenue stream. This indicates that even as benefits are difficult to measure, online businesses are reserving larger portions of their budgets for SEM. Optimization consultants have experienced a parallel increase in requests for services. This paper will examine the history of search engine marketing, technologies and tools of SEM and its current utilization.