Search Marketing Overview Search Engine Marketing (SEM) is the technique of promoting a website through achieving prominent positions in the search engine results of search engines and portals such as Google, Yahoo! and MSN. SEM comprises of: Search Engine Optimisation (SEO) is the process of tailoring a website (content, title tags, meta tags, architecture, etc) to ensure that it is indexed and appears in the natural search engine results. Pay Per Click (PPC) marketing is the buying of sponsored links from the major search networks and suppliers such as Google AdWords, Yahoo! Search Marketing (formerly Overture) and Miva (formerly Espotting). SEM is unique in that a company does not have to look for and identify their customers, as with most other marketing activities. The customer looks for the company, as identified by their choice of search term or phrase e.g. 'buy a new car'. The company must simply ensure that their website can be found by putting an effective search engine strategy in place. Search engine optimisation and pay per click marketing are two very different techniques. This website focuses mainly on PPC activity and will explain why to use it, how it works and demonstrate best practives when buying, setting up and managing PPC activity. This website also has a section that provides an overview of search engine optimisation.

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