Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.  Other sources, including the New York Times, define SEM as the practice of buying paid search listings

 

Search engine marketing involves using the power of Google in promoting goods and services for sale.  In 2006, North American advertisers spent US$9.4 billion on search engine marketing, a 62% increase over the prior year and a 750% increase over the 2002 year. The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter.  As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.  Because of the complex technology, a secondary "search marketing agency" market has evolved. Many marketers have difficulty understanding search engine marketing and they rely on third party agencies to manage their search marketing. Some of these agencies have developed technology that automates bidding and other complex functions required for the Pay Per Click model. Some of the well known agencies in the field are iProspect, Avenue A and iCrossing.

 

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