What is search engine marketing?
“It’s a pity there is no site that you can go to, ask anything and find out the answer” - this phrase from the movie The Internship, uttered by a Google employee, perfectly illustrates the integration of search engines in everyday life. It’s rare that people don’t know how to use search these days, most do it automatically, and the expression “ google it” has become a part of the everyday life of people in many countries.
SEM ( search engine marketing ), or search engine marketing, is the promotion of a resource in search engines. Its goal is to generate leads, that is, to attract target buyers potentially interested in the offer or direct sales (online stores). The main areas of work here are SEO and contextual advertising.
As you know, a search engine ( search engine ) is a service for finding information on the Internet. It helps to find the necessary information, files or documents on the open spaces of the World Wide Web in accordance with the keywords. The results are provided by the work of the so-called robots, or spiders ( crawler ), regularly scanning the network for updates, and indexers that analyze the content of the pages.
Today, most of these systems use ranking mechanisms to select from the million pages the most relevant to the visited, visited and recommended sites, thereby facilitating and improving the experience for users. But it was not always so.
At the dawn of the development of search engines, the main ranking mechanism, and hence the means of promoting sites in top positions, was counting the number of external links to the resource. This algorithm called PageRank was proposed by Google in the early 2000s. However, very soon the "linking" to certain resources began to be provided not by the efforts of grateful users, but by special link exchanges.
As a result, the top of the search often turned out to be not so much “best” and relevant to user requests as sites with artificially wound popularity. And although at the moment there are other, more honest ways to promote resources on the Internet, some marketers still resort to such manipulations.
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