Search Engine Marketing

Search Engine Marketing is the way in which websites improve their visibility and status on a search engine results page. This is done through monitoring and maintaining a websites pay per click operations and exchanging links with other sites.

Within Search Engine Marketing, Search Engine Optimisation is another factor. This is the process in which companies will pay a certain amount for their website to appear as high up on the right-hand side of the results page as possible. However these are charged on a pay per click basis and so only true customers who are going to purchase from their website are desired.

The pros of paid for listings are that list is guarenteed and instant, it is flexible and the search engine provides reporting. The cons for this paid for listing would be that it is quite costly and users are 80% less likely to click.

These pros and cons differ from the pros and cons of organic listings which include the fact that they are low cost and high positions can last long into the future which can be of great benefit to the website and its company. The disadvantages to organic listing would be that instant listings does not occur, and there is a high difficulty in gaining certain phrases as they may be already used by other websites.