The term search engine marketing was popularized by Danny Sullivan in 2001 to cover the spectrum of activities related to performing SEO, managing paid listings in search engines, submitting sites to directories, and developing online marketing strategies for companies, organizations and individuals. Search engine marketing (SEM) is a digital marketing strategy used to increase a website's visibility on search engine results pages (SERP). In 1997, Webstep Marketing Agency was the first group to use the phrase “search engine optimization” in their marketing materials. And around 1998, Danny Sullivan, founder of Search Engine Watch, began popularizing the term and helping customers optimize their content to rank well in search engine results.
While a larger advertising budget can be advantageous, especially when targeting highly competitive keywords, it's far from a requirement for success with search engine marketing. The greatest strength of search engine marketing is that it gives advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they are ready to make a purchase. Because consumers enter search queries with the intention of finding information of a commercial nature, they are in an excellent state of mind to make a purchase, compared to other sites such as social networks where users are not explicitly looking for something. While SEO predates Google, the rise of this search engine giant, started by Larry Page and Sergey Brin, has dominated SEO attention for almost 20 years.
Following the success of A Webmaster's Guide to Search Engines, Danny Sullivan launched Search Engine Watch, a website dedicated to providing news about the search industry, tips for searching the web, and information on how to better rank websites. With the way search engine marketing strategies continue to evolve, companies need a reliable partner in their paid search efforts who is not complacent in their efforts. Search engine marketing aims to reach users when they most need the information you have to offer, which makes PPC advertising ideally less intrusive. The TrustRank algorithm went a step beyond the founding of Florida as a way to filter SPAM and Black Hat techniques from other search engine results.
With millions of businesses competing for the same eyes, online advertising has never been more important, and search engine marketing is the most effective way to promote your products and grow your business. It was introduced by a search engine called GoTo, and it opened up a whole new world of competitive PPC strategies. During the same year, JumpStation was released, which behaved and appeared the way current web search engines do. Up to this point, search engines primarily ranked sites based on page content, domain names, ability to appear in the directories mentioned above, and the basic structure of the site (breadcrumbs).
Archie was soon followed by new search engines created in other schools in the United States, namely Veronica, which focused on plain-text files, and a Jughead, which worked in a similar way. The rise of mobile technology meant that SEM was no longer tethered to a desktop computer, opening up a whole new world of opportunities for search engine marketing. Enough sites lost their rankings for Search Engine Watch to call the response to Florida a “mass protest,” but keep in mind that many sites also benefited from the change. .
