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Search Engine Marketing

SEARCH ENGINE MARKETING

SEM stands for “Search Engine Marketing.” It is the process of gaining traffic from or visibility on search engines. Use unique methods to popularize your site in search engines. Search Engine Marketing is all about attaining high rankings and we do our best to make sure that your site ranks highly and even more importantly, gets a great increase in traffic.

SEM is an umbrella term that covers two broad areas:

  • Gaining traffic through free SEO efforts
  • Gaining traffic through paid search advertising

There are five categories of methods and metrics used to optimize websites through search engine optimization.

1)Keyword research and analysis involves three “steps”: -ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword analysis and research is the search perception impact. Search perception impact describes the identified impact of a brand’s search results on consumer perception, including title and meta tags, site indexing, and keyword focus. As online searching is often the first step for potential consumers/customers, the search perception impact shapes the brand impression for each individual.

2)Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed by search engines (saturation) and how many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings. Most search engines include some form of link popularity in their ranking algorithms. The following are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10 Google Analysis, and Marketleap’s Link Popularity and Search Engine Saturation.

3)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 (putting JavaScript or an image on a page to track actions). These tools can deliver conversion-related information. There are three major tools used by EBSCO: (a) log file analyzing tool: WebTrends by NetiQ; (b) tag-based analytic tool: WebSideStory’s Hitbox; and (c) transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of websites, highlighting potential problems and many usability issues and ensuring websites meet W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests, highlights, and reports on slightly different aspects of your website.

4) Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright and trademark issues.

5) Google Mobile-Friendly Website Checker: This test will analyze a URL and report if the page has a mobile-friendly design.