Search engine marketing

Search engine marketing is the process of promoting your website to search engines. This may be by targeting high 'organic' listings (i.e. the non-paid for listings on the search engine results pages (aka SERPS)). These only appear because they are relevant to the search term used, rather than because a web site owner has paid to put them there. These are the listings that are down the centre of the page (see more about this here).

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Alternatively, search engine marketing may be carried out using paid listings (aka Pay Per Click or PPC), sponsored links such as Google Ads, Pay Per Inclusion (normally a one-off payment to a search engine), banner ads or any other type of marketing programs offered by a search engine.

Sponsored listings are shown at the top, bottom and right-hand side of search engine results pages (SERPS).

How do Google Ads work? »»