A well-executed search engine marketing initiative will increase a website’s visibility in the result pages of search engines; this is done by employing various techniques, including pay per click placement, Search Engine Optimization, contextual advertising, and paid inclusion.

Paid inclusion is where the search engine charges a fee to include a company in a search result. This is usually where the website will be placed in a “featured” or “recommended” results area. Often websites appearing in these areas will be highlighted in some way, using boldface type or placing in a box at the top of the search engine result page.

Pay per click is a different take on paid Search Engine Marketing. Pay per click placement allows advertisers to pay the host site depending on the links that visitor’s click.

Contextual advertising consists of inserting targeted adverts on behalf of clients on other websites that have similar content. One of the major providers of contextual advertising is Google’s Ad Sense program – a staple in most Internet Marketing programs.

The most common form of search engine marketing, however, is search engine optimization. In general, consumers will be more likely to click on a result that appears earlier, or higher up, in a search engine results page. Search engine optimization takes into account how search engines work and the keywords people choose when performing an internet search, and attempts to ensure a website will be ranked highly on the results page. Search engine optimization is often incorporated at the design and development stage of creating a website because it often requires editing the HTML code of a website and sometimes even the site’s content in order to make it more “search engine friendly.” However, it can be (and often is) added retrospectively. Some businesses employ an in-house search engine optimizer as part of their web staff, but more often the task is outsourced to professional search engine optimization consultants.

It is important for companies to plan search engine marketing strategies in order to decide which techniques will be of the most benefit for their own needs. While search engine optimization is highly popular, search engines do frequently change their search algorithms, meaning that a site can lose its position on the results page depending on different factors. For this reason, it is important to regularly update a website in order to maximize search engine optimization. However, this lack of certainty can result in major losses if a website relies too heavily on traffic generated by search engine optimization techniques, and this is why many websites will employ various search engine marketing techniques rather than depending on one specific technique.

Sabyasachi Rakshit has expertised in content writing. This article is published by …

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