SEM ‘popular among small companies’
Search engine marketing (SEM) is "by far" the most popular form of online advertising among small companies, it has been argued.
Writing in the Small Talk section of HartfordBusiness.com, expert Rhonda Abrams says the technique is well regarded among such organisations because they are charged on a pay-per-click basis.
Describing SEM, she states: "You get to choose the keywords you think are most likely to lead prospects to you and a sponsored link comes up on the side or the top of the search results."
Ms Abrams adds that search engines provide a tool to assist firms in the selection of the keywords they use and also supply information to help them refine their ads to achieve maximum effectiveness.
Meanwhile, Mark Jackson of Search Engine Watch recently suggested that website usability and search engine optimisation often overlap, meaning marketers could benefit by making websites more user-friendly.
