If you are already familiar with search engine optimization (SEO), here is a short explanation. SEO is the method by which a site is optimized to rank higher in search results for specific keywords or key phrases. For instance, a business that desires to improve its site s ranking for digital camera bags can first write rich product descriptions using this phrase, write its web pages and meta tags to include this text, load its site so that it fetches its desired keyword…and then finally, optimize it.

Search Engine Optimization or SEM as it is commonly called, is perhaps the most effective method of online marketing. It is a form of internet advertising in which businesses create advertisements that appear on web pages. These advertisements are paid for through pay-per-click or pay-per-impression programs. Companies can also use other methods such as search engine optimization (SEO) and pay-per-sale programs to sell their products and services online. To increase traffic and profits to a site, SEO is the tool of choice.

The way in which SEO works is pretty straight forward.

Once a company decides to target its products and services online, then a strategy is developed to achieve this goal. Companies begin by selecting a targeted keyword or phrase. Then they begin to develop an online marketing campaign that will target this chosen keyword or phrase and include other related keywords or phrases in paid search ads that will appear in the search results.

A variety of factors are taken into account when developing a search engine optimization campaign. These include ad copy, page optimization, linking schemes, pay per click (PPC) and back linking. A comprehensive plan is then developed and implemented to achieve optimum results.

Pay per click (PPC) is one of the most popular means of paying for online advertising. With pay per click, advertisers only pay when their ads are clicked on. Keywords or keyword phrases are used to generate a list of words or phrases that are relevant to the product or service offered by the company. Ads that are clicked are then placed in the search results or sponsored listings. Search engine optimization companies will develop both paid search campaigns and ad groups to increase website traffic and sales.

A second form of paid advertising is display ads.

Display ads may be used to promote websites or products. In addition to being displayed on the right hand side of search results, these display ads can also be found within search results. Companies that specialize in developing and managing pay per click ad campaigns will often develop both pay per click and display ads to maximize potential revenues.

Ad groups are another way to optimize a web site. Ad groups are advertisements that are grouped together based on a particular purpose, such as search engine optimization. The advertisements are usually shown along side of the search results, on the right hand side, at the top of the page when the user searches for specific keywords, or within the sponsored listings on the left hand side of the page when the user searches for a category.

• Landing pages are part of a network search campaign.
• This type of page appears when a user clicks on a link from a related site. The landing page will usually display an offer to sign up for the service or product.
• The user then submits his or her email address for shipping confirmation.
• This mailing list is used to promote future campaigns.
• Many companies that specialize in these marketing campaigns offer a comprehensive range of services that include the design of both the website and landing pages, writing of content, distribution of promotional ads, and monitoring and measuring performance of campaigns.