People Innovation Excellence

Search Engine Marketing

By: Dony Saputra, MM, MKom

Search Engine Marketing is type of internet marketing in which include the promotions of website by increasing their visibility and exposure in Search Engine Result Page (SERPs) through optimization and advertising (Ramos and Cota, 2009:140). There are several technique to fully optimize the website position in Search Engine Result Page (SERPs), those are :

1. Search Engine Optimization Technique
Search Engine Optimization is a Search Engine Marketing technique in which optimizer will aim to increase website’s visitors and position in Search Engine Result Page (SERPs) by using several methods such as keywords and back-linking. Through Search Engine Optimization techniques, companies employs diverse techniques for associating their websites with particular keywords. This techniques includes both on-page and off-page methods.

2. Pay Per Click Advertising Technique
Pay Per Click Advertising (PPCA) technique is a very well-known method to improve a website’s level in various engines. Companies sell advertising space on their website and advertiser will pay certain amount of fee when their ads is clicked. By using Pay Per Click Advertising technique, a company generate customers or consumers for their products and services.

3. Paid Inclusion in Search Engines Technique
In this technique, a search engine sells advertising space inside of its result. Search engine providers are paid for listing their websites in search results according to defined keywords. Now, association of a website with definite search term become easy. Under this technique, fees will be charged in the form of annual subscription for one webpage, which is catalogued automatically in a regular manner. However, there are a few other companies also which show purchased listing permanently with no-subscription fee. Fees may be charged on per-click basis.

Source:

Ramos, A., & Cota, S. (2009). Search Engine Marketing. New York: Mc Graw-Hill, Inc.


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