SEM History
As the number of Web sites increased in the mid-to-late 1990s, search engines began to emerge to help people find information quickly.
Search engines developed business models to finance their services, such as the pay-per-click program offered by Open Text in 1996 and Goto.com in 1998. Goto.com was later renamed Overture in 2001, acquired by Yahoo in 2003, and now offers paid search opportunities to advertisers through Yahoo Search Marketing. Google also began offering advertising on search results pages in 2000 through the Google AdWords program.
By 2007, pay-per-click programs had become the primary way search engines make money. In a market dominated by Google, Yahoo! and Microsoft announced their intention to form an alliance in 2009. The Yahoo! Microsoft Search Alliance was eventually approved by US and European regulators in February 2010.
SEO consultants have expanded their services to help businesses understand and exploit advertising opportunities offered by search engines, and new agencies have emerged that focus primarily on marketing and advertising through search engines. The term "search engine marketing" was popularized by Danny Sullivan in 2001 to encompass the range of activities involved in seo education & blog library performing search engine optimization, managing search engine paid listings, submitting websites to directories, and developing online marketing strategies for businesses, organizations, and individuals.
Search engine marketing uses at least five methods and metrics to optimize a website.
Keyword research and analysis involves three “steps”: ensuring that the website can be indexed in search engines, finding the most relevant and popular keywords for the website and its products, and using those keywords on the website in a way that generates and converts traffic. The subsequent impact of keyword analysis and research is search perception impact. Search perception impact describes the determined impact of a brand’s search results on consumer perception, including titles and meta tags, website indexing, and keyword focus. Since online search is often the first step for potential consumers/customers, search perception impact shapes everyone’s impression of the brand.