Search engine marketing 56
relationships amongst information searchers, businesses, and search engines. Search engines were not important to
some industries in the past but over the past years, the use of search engines for accessing information has become
vital to increase business opportunities.[26] The use of SEM strategic tools for businesses such as tourism can attract
potential consumers to view their products but it could also pose various challenges.[26] These challenges could be
the competition that companies face amongst their industry and other sources of information that could draw the
attention of online consumers.[26] To assist the combat of challenges, the main objective for businesses applying
SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility.
Therefore search engines are adjusting and developing algorithms and the shifting criteria by which web pages are
ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant
information to searchers.[26] This could enhance the relationship amongst information searchers, businesses, and
search engines by understanding the strategies of marketing to attract business.References
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[ 2 ]"Does SEM = SEO + CPC Still Add Up?" (http:/ / searchengineland. com/ does-sem-seo-cpc-still-add-up-37297). searchengineland.com..
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[ 3 ]Elliott, Stuart (March 14, 2006). "More Agencies Investing in Marketing With a Click" (http:/ / http://www. nytimes. com/ 2006/ 03/ 14/ business/
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psu. edu/ faculty_pages/ jjansen/ academic/ pubs/ jansen_tweb_sponsored_links. pdf) (PDF). ACM Transactions on the Web,.. Retrieved
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[ 10 ]Chadwick, Terry Brainerd (July 2005). "How search engine marketing tools can work for you: or, searching is really all about finding, first
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[ 11 ]Chadwick, Terry Brainerd (October 2005). "How search engine marketing tools can work for you: or searching is really all about finding"
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[ 12 ]Chadwick, Terry Brainerd (November 2005). "How search engine marketing tools can work for you; or, searching is really all about finding,
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[ 14 ]"FAQ #1: What are PermAds?" (http:/ / http://www. permads. com/ page. php?2#1). PermAds.com.. Retrieved 2010-09-12.
[ 15 ]Zawodny, Jeremy (2004-03-01). "Defending Paid Inclusions" (http:/ / jeremy. zawodny. com/ blog/ archives/ 001671. html)..
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[ 19 ]Susan Ward (2011). "Social Media Marketing" (http:/ / sbinfocanada. about. com/ od/ socialmedia/ g/ socmedmarketing. htm). About.com..
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[ 20 ]"False Oracles: Consumer Reaction to Learning the Truth About How Search Engines Work (Abstract)" (http:/ / http://www. consumerwebwatch.
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[ 21 ]"Searching for Disclosure: How Search Engines Alert Consumers to the Presence of Advertising in Search Results" (http:/ / http://www.
consumerwebwatch. org/ dynamic/ search-report-disclosure-abstract. cfm). consumerwebwatch.org. November 8, 2004.. Retrieved
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