Search engine marketing or SEM is one type of marketing through the internet. Its intention is the promotion of websites through raising visibility on SERPs (Search Engine Result Pages) by means of paid online advertisement. SEO (Search Engine Optimization) on the other hand is used to optimize internet content to get a higher rank in the result lists of search engines. SEO does so through the incorporation of links and keywords relevant to the site. However, search engine marketing can also be considered the broader term whose coverage can include that of SEO. Yet search engine marketing could also be seen as just a focus on plain internet advertising so that it contrasts from that of SEO.
Tools for Search Engine Marketing
Web Analytics and HTML Validators – Web analytics is an aid to knowing what is taking place on your website. It is a means to gauge your site’s success. Web analytics could be as simple as a web visitor counter to more complex ones that delve into log files. There are even more advanced ones that benchmark on tagged pages. All the search engine marketing tools present information on conversion. On the other hand, HTML validators are there to watch the components of the website which tend to be invisible. These validators could pinpoint the possible problems as well as other usage issues. These tools ensure that your website is at par with certain code standards such as the W3. It is best to make use of different validators all at one time because they test and present different website aspects.
Who Is Tools – These tools gives a report on the owners and operators of different websites. These are valuable information especially when it comes to trademark and copyright issues. Researching for a legal issue can best be solved by these Who Is tools.
Research and Analysis of Keywords – This tool for search engine marketing is helpful to ensure that the website keywords are captured by the algorithms of search engines and thus appear in relevant search results. The research and analysis tools also make it possible to find keywords that are popularly associated with the particular website or product that the company is promoting. These keywords would then be used for site traffic generation and eventual sales conversion.
Saturate and Popularize the Website- You will know that you have aptly saturated your website presence over the web by observing the no. of pages the website is indexed on different search engines. You will also gain popularity if you as an internet marketer are able to put links to your sites on other websites with complementary themes as your niche. If you are able to generate more presence over the web, the more convenient it would be for your target audience to find the website. Doing so would entail that your site contains the keywords that people commonly type when searching for a niche similar to your site. Search engines have already included a way to measure the popularity of the link through their algorithms.