Search Engine Marketing

By
Paresh Kshirsagar
Aniket Joshi
Sudhir Tripathy
What is it?
 Search engine marketing, or SEM, is a form of
Internet marketing that seeks to promote websites by
increasing their visibility in search engine result pages
(SERPs). The term "Search Engine Marketing" was
proposed by Danny Sullivan in 2001 to cover the range
of activities involved in performing Search Engine
Optimization (SEO), submitting sites to directories, and
developing online marketing strategies for businesses,
organizations, and individuals.
 The industry peak body
Search Engine Marketing Professional Organization
(SEMPO) founded by Barbara Coll in 2003, includes
search engine optimization (SEO). Search engine
optimization (SEO) is the process of improving the
volume or quality of traffic to a web site from
search engines.
History
 As the number of sites on the Web
increased in the mid-to-late 90s,
search engines started appearing to help
people find information quickly. Search
engines developed business models to
finance their services, such as
pay per click programs offered by Open
Text in 1996 and then Goto.com in 1998.
Goto.com later changed its name to
Overture in 2001, and was purchased by
Yahoo! in 2003, and now offers paid
search opportunities for advertisers
through Yahoo! Search Marketing.
Some Useful terms
 Pay per click (PPC) is an
Internet advertising model used on
websites, in which advertisers pay their
host only when their ad is clicked. With
search engines, advertisers typically bid
on keyword phrases relevant to their
target market.
 Cost per click (CPC) is the amount of
money an advertiser pays search engines
and other Internet publishers for a single
click on its advertisement that brings one
visitor to its website.
How it works
 Websites that utilize Pay per click (PPC)
ads will display an advertisement when a
keyword query matches an advertiser's
keyword list, or when a content site
displays relevant content. Such
advertisements are called sponsored links
or sponsored ads
 Although many PPC providers exist,
Google Ad Words, Yahoo! Search Marketing
, and Microsoft ad Center are the three
largest network operator.
How it works
 Cost per click (CPC) varies
depending on the search engine and
the level of competition for a
particular keyword.
 There are two primary models for
determining cost per click: flat-rate
and bid-based.
SOME POPULAR SEARCH ENGINES
 Accountancy
IFACnet
 Business
Business.com
GlobalSpec
 Mobile/Handheld
Taptu: taptu mobile/social search
Job
CareerBuilder.com (USA)
Bixee.com (India)
Monster.com (USA),(India)
Recruit.net (International)
Naukri.com (India)
 News
 Google News

 Video Games
 GenieKnows
 Wazap (Japan)
POPULAR SEARCH ENGINES
Contd…..
 Legal
 WestLaw
 Lexis (Lexis Nexis)
 Quicklaw
 Manupatra
 Medical
 Bioinformatic Harvester
 Entrez (Pubmed)
 EB-eye EBI's Search Engine
 GenieKnows
THE TOP SEARCH PROVIDER AS ON AUG.
2009 WAS BING OF MICROSOFT.