Every day, all around the world, millions of people use search engines to find content
on the Internet. Search engines are web-based programmes that index the web and
allow people to find what they are looking for. “Search” or “search marketing” is often
used to refer to the industry that has built up around search engines.
Google, Yahoo! and Microsoft’s Live are all well known international search engines.
Google is by far the leading player in the market. A comScore study of worldwide
search engine activity, release in October 2007, showed that Google has just over 60%
of the global search engine market share. In Europe, almost 80% of searches are
on Google.
Search engine marketing (SEM) has two arms: search engine optimisation (SEO) and
pay per click (PPC) advertising. These correspond to the two types of search results.
SEO + PPC = SEM
SEO aims at improving a web site’s ranking in the natural search results. PPC
advertising involves bidding for placement in the paid search results section of the
SERP.
Both SEO and PPC advertising are based around the same fundamental concept: keywords.
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This post and future ones, will be a compilation cited from the book: "eMarketing: The Essential Guide to Online Marketing. Second Edition by Rob Stokes"
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