Learning Search Engine Marketing
What is Search Engine Marketing?
Search engine marketing is an online marketing strategy that aims to increase qualified visitor traffic to your website by positioning it on “natural” and “paid search results” [descriptions below].
Research found that 91% of all internet users use search engines, making it second most popular activity after email. Considering that 70.9 % of North American population uses internet, search marketing is an effective method of reaching large numbers of customers interested your offer.
Paid Search Results – Pay Per Click
Paid search results, called Pay Per Click Advertising promote websites in “Sponsored” section of search results.
You pay each time someone clicks on an advertisement. It is estimated that pay per click ads receive around 30% of all clicks on search engines.
Google Adwords, Yahoo Search Marketing and Microsoft Adcenter are pay per click advertising platforms.
Natural Search Results
“Natural” or “Organic” search results cannot be bought from search engines. “Natural” search results are unbiased and are determined through a set of mathematical algorithms. Search engine optimization aims to satisfy those algorithms and push websites up in “natural” search results.
It is estimated that close to 70% of all clicks on search engines go to “natural” search results.
Search Marketing Lingo
Search Marketing, Search Engine Optimization, Search Engine Marketing, SEM, SEO, PPC – what’s up with the lingo?
Search Engine Optimization, SEO –process of tweaking website elements to improve its positions on natural search results.
Paid Search, Pay Per Click, PPC – Advertising method, where advertisers bid on keywords and search engines show advertisements along side search results. Advertisers pay per each click.
Search Engine Marketing, Search Marketing – this term describes both Search Engine Optimization and Pay Per Click. It is a general term that refers to marketing on search engines.
Search Marketing Challenges
Search engine marketing is complex science. It is a blend of marketing and technology with analytics, coding, site development, design, linguistics and public relations.
Professional search marketing consists of:
- Search engine optimization to create visibility across search engines in natural search results.
- Pay per click management to test keywords, explore market possibilities and produce instant results.
- Paid inclusion in Yahoo! Search results as a way of optimization for Yahoo!
- Maintenance of search engine positions to safeguard against algorithm changes and competition.
Search Engine Relationships and Market Share
There are 3 major search engines – Google, Yahoo and Microsoft. By optimizing for those 3 search engines, you in effect optimize for all other search engines in North America [due to partnerships].
Google supplies search technology to AOL, Alexa and Netscape.
Yahoo supplies search technology to AltaVista, Lycos and AllTheWeb
Microsoft doesn't have any search deals, but owns 2 major search engines – MSN and Live.com.
See complete search engine relationship chart.
Google dominates search industry worldwide and holds 60% - 75% of all the market. Yahoo holds 12%-20% and Microsoft is at 4%-8%, followed by smaller search engines. According to the trend from 2001 and onward, Google continues to capture more users and take business from other search engines. Critics predict Google will hit near monopoly status at 85%-90%.
View search engine market share and search engine market share history.
Research Papers
To keep search engine marketing knowledge on the edge a thorough study is required. Number of universities, search engines and research companies release their findings, knowledge, predictions and technology. You can explore our collection and learn what we know.
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