Search engine marketing, or its shortened name SEM, is a facet of Internet marketing. It is a marketing pattern in which web sites are marketed to manage a rank so that they become conspicuous when someone is searching for things over the Internet. If a site is not visible to the Internet surfers, its contents would never reach the target audience and the site will have to be considered dead for all practical purposes. So, search engine marketing is obligatory for every form of information dissemination through the Internet, and is especially important in the case of Internet marketing.The commonest method used in search engine marketing is search engine optimization. Selecting effective keywords that describe a site and then strategically placing these keywords across the contents of the web page and in description tags is effective for SEO. Linking the site to more prominent sites also helps in search engine optimization.

Another form of search engine marketing is contextual advertising. In this method, text ads or banner ads are placed on frequently visited sites. They are placed in a way as to be prominently visible when someone opens the site. These ads may appear on the top portion of the web page that is being viewed, or to its sides, or may suddenly turn up as pop-up ads. Google is the search engine that has spearheaded the use of contextual advertising for search engine marketing. It is a very popular SEM strategy of many networks today.

Pay per click, or PPC advertising, is also used widely for search engine marketing. PPC operation consists of showing an ad by the side of the list of sites that search engines display in answer to a surfer’s search. The ads are shown along with search engine results when it is felt that the ads are relevant to the query that the surfer has made. The cost of a PPC ad varies in different search engines and may be swayed by the effectiveness of the keyword as well. PPC mode of advertising has been consistently used in search engine marketing.

Goggle's latest style of adding suggestions to search queries has given a boost to search engine marketing. When Internet browsers type a query word into the search box, Google offers a lot of suggestions to make the search easier. While this is aiding search engine marketing a lot, Google is likely to further modify this suggest tool so that surfers get these suggestions even when they want to search further from one of the result pages. There is also the plan for adding sponsored links to these suggestions, which will then add to the impetus of SEM.

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