Search Engine marketing
SEM also known as Search Engine Marketing is the aggregate of efforts aiming at increasing your search engine visibility. SEM deals with your organic and paid listings on the search engines. The aim of SEM is not only to find a proper balance between organic and paid li stings, but also to achieve maximum conversion of visitors into loyal customers. Nowadays SEM relies on the statement that it's not the traffic itself that matters, but how targeted and convertible it is. SEM includes and uses the techniques of Search Engine Optimization, Bid Management and Web Analytics.

Every successful search engine optimizer should be aware of top search engine demands and consider them while creating website and improving on-the-page and off-the page factors for Web pages. There are numerous important factors influencing search engine ranking of a Web page.

Generally, there are three main methods of carrying out SEM:

• Search Engine Optimization (SEO)
• Pay-Per-Click (PPC)
• Paid Inclusion

The following are the main goals of Search Engine Marketing:

• Improve Web visibility
• Improve traffic quality
• Gain High Keyword
• Rankings Decrease Expenditures

The main methods used for achieving the goals of Search marketing are Search Engine Optimization (for organic listings), Bid Management (for paid listings) and Web Analytics (for both types of listings).

Search Engine Optimization is about changing the HTML code of your pages and the structure of your site in such a way that when an SE robot reads the site, it can understand that the pages have valuable content related to your keywords, and then rank them high. SEO also tells about ways to increase your link popularity - the number of links from other high-ranked pages to your site. This is important because most search engines consider your link popularity a vital ranking factor.

Bid Management is about controlling bids, i.e. the amount of money you spend maintaining your visibility in the sponsored listings. Usually you try to detect the best converting keywords and keyword groups, in order to increase bids on them; as well as decrease or take off bids on keywords that don't break even. Attention also should be paid to leveraging your paid and organic listings, so to spend less on paid advertising campaigns when you get enough traffic from natural results, and invest in paid advertising when an algorithm changes or strong competitors force you out from the top positions in the organic listings.

Web Analytics On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.