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Search Engine Marketing FAQs

 

What is search engine marketing (SEM)?

The act of marketing a web site so that it can expand its geographical sales trading, receive a high ranking in a search engine and retain a high number of returning customers through SEO and web site marketing.

What is search engine optimization (SEO)?

A process that maintains a web site's high ranking in a search engine through keyword research, link building, and pay-per-click.

What is web site marketing?

The act of marketing a web site so that it receives a high number of return customers through market research, product comparison, and

Why is search engine marketing important?

Searchers now have literally millions of web sites to sift through and the best way to access them is through a search engine. If your web site does not appear within a search engine's top 20 listings the chances of someone finding your site is very small.

What is a keyword?

The word or phrase that relates to a specific topic. Keywords or phrases are used to construct a search statement to find information in a search engine.

Why are keywords important?

Different keywords have different values. The higher the value that a keyword or phrase has the more likely a search engine will return the site to a customer.

What is link building?

The process of building a network of web sites that link back to another web site.

Why are links important?

A web site that has a high number of quality links receives a greater page ranking with a search engine.

What are pay-per-clicks (PPC)?

A type of advertisement on a search engine's results page.. When a searcher clicks on a PPC link the owner of the site pays a small fee to the search engine for the advertisement. Note: A fee is paid only if a searcher clicks on the link. No fee is paid for having the listing on the search results page.

What is a sponsored link?

See PPC above.

How do you measure the success of a web site?

By the number of visits and return customers it receives. Note: Be wary of companies that quote the success of a site by the number of clicks it receives. This is a gross misconception perpetrated by web and SEM companies to inflate the success of a site. The number of clicks that a web page receives refers to the number items (images etc) that are being downloaded into the page when a person visits that page.

 

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