Search marketing
Search Marketing is a phrase that has originated with the popularity of Search engines and opportunities available to businesses to market their product through these channels.
Search Marketing professionals have primarily three techniques available to them for promoting their businesses.
1. Improving rankings for relevant keywrods in search results This is also called organic search, because businesses usually don't have to pay any fees to search engines for getting included in these rankings. Google search is the best example of a pure organic search engine. This is one of the reasons why most businesses try their best to get on top of Google search results. This process is also known as Search Engine Optimization.
2. Advertising Advertising with search engines is know by different names. It is also called sponosored search. Advertising with Search Engines could be further classified as follows- a. Advertising based on keyword Search Advertising based on keyword Search could take place either on search engine site such as google.com, or one of the partner sites for search engines such as shopping.com b. Advertising based on contnet context Any publisher could display ads based on content.
Both these advertising formats could be achieved via either a. Pay per click campaign or b. Impression based campaign
3. Paid Inclusion Most of the search engines except for Google provide another channel to be included in search rankings via paying. This is different from put advertising because the inclusion is guaranteed but not placement.
There are numerous companies focusing on Search marketing efforts these days. Some of the Search Engine news companies such as Search Engine Guide and Search Engine Watch cover some of the efforts on this fronts.
There is a new open collaboration journal written by Search Markeitng enthusiasts on Search Marketing Journal, that provides a lot of search marketing related information.
See also