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Search engine marketing

Search engine marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.[1] SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.[2] Market[edit] In 2012, North American advertisers spent US$19.51 billion on search engine marketing. The largest search engine marketing (SEM) vendors were Google AdWords, Bing Ads,[3] and Baidu. History[edit] As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly. Methods and metrics[edit] There are four categories of methods and metrics used to optimize websites through search engine marketing.[11] Paid inclusion[edit] The fee structure is both a filter against superfluous submissions and a revenue generator. Related:  Digital Marketing

Social media optimization Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites. Relationship with search engine optimization[edit] Social media optimization is becoming an increasingly important factor in search engine optimization, as search engines are increasingly utilizing the recommendations of users of social networks such as Facebook, Twitter, YouTube and Google+ to rank pages in the search engine result pages. Relationship with viral marketing[edit] Origins[edit]

Search engine optimization As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. The plural of the abbreviation SEO can also refer to "search engine optimizers", those who provide SEO services. History Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engines like ALIWEB. By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. Relationship with search engines

Pay per click Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”[1] In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the so-called affiliate model, which provides purchase opportunities wherever people may be surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated partner sites. The affiliates provide purchase-point click-through to the merchant. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Purpose[edit] Construction[edit] Pay-per-click ($) = Advertising cost ($) ÷ Ads clicked (#)[1] Flat-rate PPC[edit] Bid-based PPC[edit] History[edit]

Social media marketing Viral marketing Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.[5] The term "VRL marketing" has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to.[6] History[edit]

Online identity management Online identity management (OIM) also known as online image management or online personal branding or personal reputation management (PRM) is a set of methods for generating a distinguished Web presence of a person on the Internet. That presence could be reflected in any kind of content that refers to the person, including news, participation in blogs and forums, personal web sites (Marcus, Machilek & Schütz 2006), social media presence, pictures, video, etc. Online identity management also refers to identity exposure and identity disclosure, and has particularly developed in the management on online identity in social network services (Tufekci 2008) or online dating services (Siibak 2007). One aspect of the online identity management process has to do with improving the quantity and quality of traffic to sites that have content related to a person. Another aspect has to do with impression management, i.e. But it can also consist in more questionable practices. Objective[edit]

Cost per impression Purpose[edit] Cost per impression, along with cost per click and cost per order, is used to assess the cost effectiveness and profitability of online advertising.[2] CPI is the closest online advertising strategy to those offered in other media such as television or print, which sell advertising based on estimated viewership or readership. CPI provides a comparable measure to contrast internet advertising with other media. Impression versus Pageview[edit] An impression is the display of an ad to a user while viewing a web page. Construction[edit] Cost per impression is derived from advertising cost and the number of impressions. Cost per impression ($) = Advertising cost ($) ÷ Number of Impressions (#) Cost per impression is often expressed as Cost per Thousand Impressions (CPM) to make the numbers easier to manage.[2] See also[edit] References[edit] Further reading[edit] Chaffey, Dave; et al. (2006). External links[edit] MASB Official Website

e-banner Social media marketing Social media marketing is the process of gaining website traffic or attention through social media sites.[1] Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.[2] When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself,[3] this form of marketing results in earned media rather than paid media.[4] Social media platforms[edit] Social networking websites[edit] Social networking websites allow individuals to interact with one another and build relationships. Social networking sites act as word of mouth. Mobile phones[edit] Strategies[edit] 1.

Performance, Implementation, and Design Notes The following notes are informative, not normative. Despite the appearance of words such as "must" and "should", all requirements in this section appear elsewhere in the specification. B.1 Notes on invalid documents This specification does not define how conforming user agents handle general error conditions, including how user agents behave when they encounter elements, attributes, attribute values, or entities not specified in this document. However, to facilitate experimentation and interoperability between implementations of various versions of HTML, we recommend the following behavior: If a user agent encounters an element it does not recognize, it should try to render the element's content. We also recommend that user agents provide support for notifying the user of such errors. Since user agents may vary in how they handle error conditions, authors and users must not rely on specific error recovery behavior. B.2 Special characters in URI attribute values Note. Note. B.3.1 Line breaks <!

Search analytics Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al. Services[edit] Last updated: 2013-007-07 Data collection[edit] Search analytics data can be collected in several ways. Since search results, especially advertisements, differ depending on where you are searching from, data collection methods have to account for geographic location. Accuracy[edit] Search analytics accuracy depends on service being used, data collection method, and data freshness. Market conditions[edit]

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