In this thesis we have discussed about the Search Engine Marketing. What the concept is? Simple we can say that Marketing through Search Engine. Now Search Engine is the word which comes with Internet. In fact we can say here that Search Engines are the part of internet, so finally we came to the conclusion that SEM (Search Engine Marketing) is nothing but the concept of Internet Marketing or we can say it as Online Marketing. The word marketing itself describes a chain system of manufacturing, advertising, selling, purchasing, and at last may be profit or loss. But here in Internet Marketing or Search Engine Marketing the main concepts are advertising, introducing, promoting your own product, and then selling your product. Although this concept is not so older, but also most of the people have taken this as there business. Because of the fact that is involves a very little capital. Here the main technique is first how to promote your own website in which you use for your business by increasing their visibility in the search engine result pages (SERPS) through the use of appropriate keywords which the users use for searching those relevant websites. It comes under a proper ratio, such as the more will be the promoting the more will be the visibility of your site and the more the visibility the more will be the advertising. So it is a business with proper technique which is in a sequence.
As per the technique is concerned in the Search Engine Marketing there are many techniques. Among all the two are the main, they are SEO and PPC. Again it is done through to process “natural “or” (organic / algorithmic)” searches for which we use the terminology of SEO and PPC. SEO is the concept of Search Engine Optimization. Whereas PPC is Pay Per Click. Here we discuss the both in brief.
SEO it is one of the technique in which we work directly on the websites in which we are in the control of. Here in SEO one has to campaign the website to increase the visibility in search engine’s search pages. SEO is not the appropriate strategy for every website other internet marketing strategy can also be more effective, but depending upon the site operator’s goal. A successful internet marketing campaigning may drive the natural search to the search result pages, but we can’t deny that organic or algorithmic doesn’t work. Actually everything depends upon the requirement and interest of working. This is not like this, that one can only use natural search and not the organic search, actually it depends upon the operator, target (estimated time for the business), finance, resources, raw factors etc. If one needs to use both the factors natural and organic then it can be. In SEO the almost all the works are done only for the visibility, or we can say it as the link building which is its own terminology. In other way we can say SEO as building high quality web pages to engage and persuade, addressing technical issues, that may keep search engines from crawling and indexing those sites, setting up analytical programs to enable site owners to measure their successes, and improving a site’s optimization. All the work goes on with a hierarchical structure. In SEO the main factors are On Page Optimization, and Off Page Optimization. On Page Optimization is the area of SEO that directly effective to the content and structure of website. Whereas Off Page Optimization is the area of SEO that directly effective to the link building, back links or link popularity. Again On Page Optimization involves the sub factors like Meta Tag Optimization, Original and Attractive Title, H1/H2 tags, Robots.txt, Sitemap.xml, xhtml/w3c Validation, Pate Size and Load Time, Canonical Issue Fixing Broken Link and 404, Google Analytics, Google Webmaster Central, XML RSS Feeds and much more. Likewise the Off Page Optimization involves Search Engine Submission, Directory Submission, Article Submission, Blog Submission, Social Bookmarking, Video Submission, Software Submission, Google base Submission, Forum Posting, Press Release Submission, and much more.
Then comes PPC, another most appreciate technique of Search Engine Marketing. This is the technique which involves organic or algorithmic search factors. Unlike SEO which is a way of growing a site organically and over a period of time, Pay Per Click (PPC) are instant and bring target to your site from the day of starting your work. But these campaigns to work they need to be managed by some professional so that it is cost effective and provide the raw benefit and sales to the company. Pay Per Click (PPC) is a Search Engine Marketing technique that requires you to pay some particular amount every time someone clicks to the website from an advertisement that have been placed in a Search Engine’s result page. Pay Per Click (PPC) is a process where we set the price we are willing to pay for each sales which lead and pay only when customers click through our site, leading to a high return on our investment. Pay Per Click (PPC) technique is also most effective to drive traffic to your website almost immediately. Another positive effect of Pay Per Click (PPC) is that Pay Per Click (PPC) advertising is its advantage of being easily tracked so you can say that campaigning a person just made $2,000 of profit whereas campaigning another just made $0. It has also some sub factors on which this technique works. They are Google – AdWords and Google – AdSense.
As per the two sides of a coin this Search Engine Marketing has also some Advantage and Disadvantages.
Advantages:
* It's on the internet so it's low cost
* Very fast
* And you can reach a global audience
Disadvantages:
* Can leave the businessman feeling isolated
* Hard to tell if people are lying because you can't see their face
* And you can be overloaded with information.
Compared to other forms of advertising, it's easy to change your search engine creative. Since they're text-only ads, there's no need to work through a graphic artist. Search Engine advertising is a wonderful marketing channel. It's targeted, effective and easy to set up. A good search engine marketing strategy targets a broad range of keywords, going after the little words as well as the big ones. SO, just try it once.
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