search engine marketing (SEM)

Search engine marketing(SEM) are Internet marketing activities that use search engines for higher visitor numbers, customer acquisition and sales generation. The aim of search engine marketing is to identify potentially interested parties, encourage them to buy products or information, and thus increase sales, market share, and awareness of the provider or of products.

Potential interested parties can be addressed through search engine optimization( SEO) and the related search index, but also through thematic ad placements, paid placement and keyword advertising, which are displayed above or next to the results pages, the organic listing. Depending on the search engine operator, paid placements are more or less clearly marked as paid search results.

Search engine marketing also optimizes the click behavior of visitors. To do this, the search engine operators evaluate the click popularity of the web pages in terms of their content and design and also analyze the length of time visitors spend on the web pages.