SEARCH ENGINE MARKETING
Search Engine Marketing (SEM) - Marketing and advertising via search engines that can include Search Engine Optimization (SEO), Pay-Per-Cick (PPC) Advertising and Return on Investment (ROI) analysis. Activities can include Keyword Research, Link-Building Campaigns, Web Site Copywriting (both for readability leading to conversions and for optimizing content for search engine results) and Web Site Usability studies (to aid in assuring that site traffic is able to achieve the desired outcome, be it sales, newsletter signups, etc) and Log File Analysis of results of SEM campaigns (also known as Web Site Metrics or Web Site Analytics). Ideally these SEM efforts will be cyclical and the results of initial efforts will be analysed and insights used to further improve SEM campaigns.
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