Search Engine Marketing (SEM) could be a variety of web selling that involves the promotion of internet sites by increasing their visibility in computer program results pages (SERPs) primarily through paid advertising. 

SEM might incorporate computer program improvement (SEO), that adjusts or rewrites website content and site design to realize a better ranking in computer program results pages to reinforce pay per click (PPC) listings.

As the range of websites on the net inflated within the mid-to-late Nineties, search engines started showing to assist individuals realize info quickly. Search engines developed business models to finance their services, like pay per click programs offered by Open Text. 

Goto.com later modified its name to Overture in 2001, was purchased by Yahoo! in 2003, and currently offers paid search opportunities for advertisers through Yahoo! Search selling. Google conjointly began to supply advertisements on search results pages in 2000 through the Google AdWords program.

• Keyword analysis and analysis involves 3 "steps": making certain the location are often indexed within the search engines, finding the foremost relevant and common keywords for the location and its merchandise, and mistreatment those keywords on the location during a means which will generate and convert traffic.

• Website saturation and recognition, or what proportion presence an internet site has on search engines, are often analyzed through the quantity of pages of the location that ar indexed by search engines (saturation) and the way several backlinks the location has (popularity).

• Back end tools, including Web analytic tools and HTML validators, provide data on a website and its visitors and allow the success of a website to be measured. They range from simple traffic counters to tools that work with log files and to more sophisticated tools that are based on page tagging 

• Whois tools reveal the house owners of varied websites and might offer valuable data about copyright and trademark problems.

• Google Mobile-Friendly web site Checker: This check can analyze a universal resource locator and report if the page contains a mobile-friendly style.

Comparison with SEO

SEM is that the wider discipline that includes SEO. SEM includes each paid search results (using tools like Google Adwords or Bing Ads, erstwhile called Microsoft adCenter) and organic search results (SEO). 

SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly helpful for native suppliers because it allows potential shoppers to contact a corporation directly with one click), article submissions, advertising and ensuring SEO has been done. 

A keyword analysis is performed for each SEO and SEM, however not essentially at constant time. SEM and SEO each got to be monitored and updated often to replicate evolving best practices.