Search engine marketing

from Wikipedia, the free encyclopedia

Search engine marketing ( Search Engine Marketing , SEM) is a branch of online marketing and includes all measures for attracting visitors for a web presence via web search engines .

Search engine marketing is divided into search engine advertising (SEA) and search engine optimization ( search engine optimization , SEO). Often, SEM is also used as a synonym for search engine advertising, which refers to the display of advertising ads, so-called sponsor links ( paid listing ), which are displayed on the search results page according to the principle of keyword advertising .

An example of search engine marketing that went wrong due to a misspelling in the search query

target

The aim of search engine marketing is to improve visibility within the search engine result lists. A distinction is made between organic search results, which can be influenced by search engine optimization , and purchased advertisements, which represent the actual part of search engine marketing. The search engine marketing measures result in an advertisement appearing in one of the top places in search engine results. The organic search engine results are not in competition with the advertisements. For both result lists there are predefined areas on the results pages. Both the organic search results and the advertisements are based on their own ranking factors, which have a certain weighting within the search engine algorithms. Neither of the two result lists has an influence on the presentation of the other. The advertisement is placed through an auction process, which means that the advertiser submits a bid for certain search terms in order to display an advertisement on the search results page. Whether and in which position the advertisement is displayed is determined by the search engine. a. on the relevance of the website linked in the search ad for the search term and the amount of the bid. The advertiser may need to a. Determine (1) for which keywords an advertisement should be displayed, (2) what the content of the advertisement should be and (3) which position is targeted at which the advertisement should be displayed. With the large general search engines Google , Yahoo and Bing , the paid search hits are summarized in advertising blocks and thus visually contrasted with the unpaid (organic) results. Since February 2016, Google has been reducing advertising space for search engine marketing by eliminating an advertising block.

In addition to the direct advertising of products, search engine marketing is also becoming increasingly important in public relations and corporate branding .

For larger companies, search engine marketing is usually carried out by the supporting media agency or a specialized Adwords agency . In small and medium-sized companies, search engine marketing is mainly the responsibility of the internal marketing department.

criticism

A number of measures to place your own page at the top of the organic search engine result lists are of a manipulative nature and are critically evaluated by the search engines themselves. The boundaries between acceptable methods of search engine optimization that adhere to search engine guidelines and unacceptable manipulations that must be classified as search engine spamming are therefore fluid. The case law on the question of the admissibility of misleading keywords under competition law is inconsistent. The Cologne Higher Regional Court did not object to the Internet advertising of a ghostwriter who advertised in the HTML source text of his website with the indication "Buy a thesis", as it was made clear in the visible part of the website that the ghostwriter only offered legal services.

literature

  • Yvonne von Bischopinck, Michael Ceyp : Search engine marketing . Springer, 2009, ISBN 978-3-540-76513-4 .
  • Thomas Eisinger, Lars Rabe, Wolfgang Thomas: Performance Marketing : Online advertising - measurable, transparent, success-oriented . Businessvillage, 2006, ISBN 3-938358-37-8 .
  • Horst Greifeneder: Successful search engine marketing . Gabler Verlag , 2006, ISBN 3-8349-0131-8 .
  • Andreas Greiner: Critical success factors in search engine marketing and the measurement of success through web controlling . Diploma thesis, 2007, PDF
  • Florian Grimmer: Search engine marketing. Customer acquisition through paid search results . Project, 2005, ISBN 3-89733-130-6 .
  • Stefan Karzauninkat, Tom Alby : Search engine optimization. Professional website marketing for better ranking . Hanser Fachbuchverlag, ISBN 3-446-41027-9 .
  • Cornelia Klem, Sibylle Klem: 30 minutes for effective search engine marketing . Gabal, 2008, 80 bound pages, ISBN 3-89749-817-0 .
  • Dirk Lewandowski: Understanding search engines . Springer, Heidelberg 2015, ISBN 978-3662440131 .
  • Boris Mordkovich, Eugene Mordkovich: Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies to Attracting New Customers Using Google, Yahoo & Other Search Engines . Lulu.com, 2005, ISBN 1-4116-2817-9 .
  • Marco Roggatz: Decision factors for the application of search engine marketing: Components - cost-benefit analysis - make-or-buy question . SVH-Verlag , Saarbrücken 2009, ISBN 3-8381-0375-0 .
  • Lukas Stuber: Search Engine Marketing Direct Marketing on the Internet . Orell Füssli, 2004, ISBN 3-280-05102-9 .
  • Marc Wintgens: Development of a competitive strategy for search engine marketing . Diploma thesis, 2009. PDF
  • Beat D. Wyser: Practical Guide to Search Engine Marketing . WEKA-Verlag , 2006, ISBN 3-297-44700-1 .

Web links

Wikibooks: Search engine marketing  - learning and teaching materials

Individual evidence

  1. ^ Definition from Webmasters Europe eV: Professional profile of the SEM manager , April 10, 2018, accessed: April 26, 2018
  2. ^ Olaf Koop: SEM, search engine advertising and SEA definition dispute, January 24, 2011, accessed: October 15, 2013
  3. ^ Darius Schlangenotto, Martin Poniatowski, Dennis Kundisch: What Drives Paid Search Success? A Systematic Literature Review . In: AMCIS 2018 Proceedings . August 16, 2018 ( aisnet.org [accessed October 18, 2019]).
  4. ↑ Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide. searchengineland.com, February 19, 2016, accessed February 27, 2016 .
  5. ↑ OLG Cologne, judgment of February 23, 2011 , Az. 6 U 178/10, full text.