Understanding The Functionality And Application Of Search Engine Marketing

Increasing the visibility of the website through search engine is known as Search engine marketing. The promotion of website through this marketing tool is by making the website appear in the search engine result pages or SERPs . For achieving the aim of this marketing, some of the tools applied include search engine optimization or SEO, paid placement and paid inclusion. Search engine marketing has the advantage over the other marketing tools because it is cheaper as compare to other internet marketing tools.

Because of the benefits of the search engine marketing its popularity has increased among the online businesses and companies. Companies spend billions of dollars on search engine marketing. Furthermore, search engine marketing is also appearing as one of the most common type of internet marketing. Famous vendors in this category include Microsoft adCentre, Google Adwords and Yahoo search marketing. Hence, we can say as compare to the traditional marketing and other internet marketing tools, search engine marketing is more advantageous. Various variables can be evaluated to determine the effectiveness of serach engine marketing like growth in the sales and increase in the users' traffic.

The history of search engine marketing is dated back to late 90s because in the mid to late 90s Ecommerce emerged and a number of online businesses were started. During the same period the number of the internet users also increased. For generating more profits the online websites developed new business models. In this era Google also started its search engine marketing program in the years 2000. Danny Sullivan introduced the term 'search engine marketing' in the year 2001 and these services include paid placement, development of online strategies and search engine optimization services. The popularity of search engine marketing can be estimated from the fact that in 2007 it emerged as the primary money maker tool for search engines.

The search engine marketing can increase the financial growth and sales of the company therefore, it is the best internet marketing strategy. Some companies are specifically providing consultancy services to the online businesses regarding the application of the tools of the search engine marketing. In addition, the increasing reliance of the companies on the search engine marketing is also increasing the issues of paid advertising.

Most of the people argue that such practices are unethical because internet users cannot get the benefit of the quality content because of such techniques. There are some rules and regulations which have been introduced to avoid such unethical practices.

Hence, in conclusion it can be suggested that the benefits of search engine marketing are higher than the costs incurred on it therefore, it is the best marketing strategy for the online websites and the businesses.