Search Engine Marketing
Search marketing is an umbrella term describing the use of search engines as a direct marketing tool employing keyword searches to drive relevant traffic to web content. There are two predominant forms of search marketing: pay per click search (PPC), and natural search (or search engine optimisation/SEO). PPC involves paying for clicks from pre-defined keywords, and is a dynamic, powerful direct marketing platform.
Natural search involves the combination of technical, content and link-based strategies to return high-ranking results on relevant terms within search engine's organic results pages (SERPs). Understanding behaviour is integral to successful SEM strategies, so the search marketer's role is to translate insight into an SEM model that answers client goals.