Search Engine Marketing: Key Factors in Design and Implementation

This paper is primarily focused on approaches and techniques to online promotion of electronic business models using special tools, including search engine optimization, (SEO), online advertisements and new methods of generating visitors to a Website. In last decade, the emergence of search engine marketing as one of the fastest growing industries has been observed. Search engine marketing has been categorized as: paid and non-paid. Paid marketing included pay-per-Click (PPC), pay-per-impression (PPI), and pay-perpercentage (PPP), survey site, focus line and paid inclusion while non-paid marketing includes natural SEO and link popularity index. This is still a relatively new market and most of the companies lack in the knowledge or the tools to manage their marketing strategies in order to maximize the return of their investments (ROI). It can be effectively applied to technical aspects in managing paid and non-paid search engine marketing required in the Service Oriented Architecture (SOA) dimension. In this paper an attempt has been made to analyze the following factors: online promotion techniques, search engine optimization, on-page optimization, paid and non paid search marketing, and factors that affect SEO.