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| Search Engine Marketing |
What’s inside : A look at the industry known as search and the different types of search results: organic results and paid results. We lay the foundation with key terms and concepts before looking at the importance of search to a marketer. The three-way relationship between search engines, users and webmasters follows, and then a look at how search engines work. This leads to search engine marketing, made up of SEO and PPC, and keywords.
Every day, all around the world, millions of people use search engines to find content on the Internet. Search engines are web-based programmes that index the web and allow people to find what they are looking for. “Search” or “search marketing” is often used to refer to the industry that has built up around search engines.
Google, Yahoo! and Microsoft’s Live are all well known international search engines. Google is by far the leading player in the market. A comScore study of worldwide search engine activity, release in October 2007, showed that Google has just over 60% of the global search engine market share.
Global search market share. Source: comScore 2007. When we talk “search”, we refer to two different kinds of results:
Search Engine Marketing
