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INTERNATIONAL JOURNAL OF EMERGING TECHNOLOGIES AND INNOVATIVE RESEARCH

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Cairo UNI, ISSR

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Amol Murgai

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Associate Professor, International Centre of Excellence in Engineering and Management, Aurangabad

Amol Ubale

Ph.D. Mechanical Engineering

Associate professor and Head of Mechanical Departm, Zeal College of Engineering and Research Pune

Amrina Shafi

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Research Associate, University of Kashmir

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© 2019 JETIR April 2019, Volume 6, Issue 4 www.jetir.org (ISSN-2349-5162)

JETIR1904604 Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org 19

A STUDY OF SEARCH ENGINE AND

SEARCH ENGINE MARKETING

Mr. Vikrant Vilas Nangare V.1, Mrs. Swati V. Gulve.2

1. Assistant Professor, Zeal Institute of Management and Computer Application, Narhe, Pune,

India,

2. Student, MBA II, Zeal Institute of Management and Computer Application, Narhe, Pune,

India.

Abstract:

Search Engine is one of the aspects of marketing software used to search data such as a database for

specific information and it is a retrieval system designed to help to get stored information in the

computer System. The search engine indicates to search enterprise documents as opposed to general

web search. The main component of search engine is the list of the results that are returned from its

response to a keyword query. Generally, the web search engine works with sending the spider to get as

many documents as it can. Search engine marketing is a practice of marketing where businesses are

using paid traffic of advertisements that look as search engine results pages. Search Engine Marketing

contains the steps taken to increase the applicable traffic to the website, and through greater rankings

on search engines. The main objective of Search Engine Marketing (SEM) is to increase compatibility

in search engines by accomplishing higher rankings in the search engine results pages or top positions

for ad placements. This paper will describe the search engine and the concept of search engine

marketing.

Keywords: Search Engine, SEM, Website.

1. INTRODUCTION

Search Engine Marketing is a structure that denotes to the procedure of drive traffic and to increase

perceptibility from search engines through paid and free ads, organic listings (SEO). The paid SEM

efforts usually obtain shape of pay-per-click that is PPC and cost-per-click (CPC) ads. Search engines

are the program that search the precise keywords and yield a list of documents where the keywords

were found. Most of the website holder’s belief on search engines to send traffic flow to their website

and whole industry has develop around the idea of optimizing web content to increase the assignment

in search engine result. Now days on the internet, ‘n’ number of distinct search engines obtainable,

each of with the own methods and specialties. SEM is a method to expand reflectivity of a website in

search engine.

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2. BACKGROUND

The Archie was the primary tool used for looking out content on the net. It is the categorization tool

FTP permitting individuals to search out precise files. The initial application was written in 1990 by

Alen Emtage, merely contacted a listing of FTP archives on a daily basis and requested a list. Presently

there are differing types of search engines offered like Yahoo, Google, Bing, Alta vista ,Ask.com, etc.

these are shown in following Figure .

Figure 1: Different Types of Search Engines (Freebhacks.com, 2014)

Crawling is the main thing in the search engine that includes scanning sites and accumulating facts

around titles, each page, keywords, images, and other linked pages. Distinct crawlers also look for

distinct details like the page layout and wherever advertisements are placed, whether links are

crammed in etc. When a web crawler visits a particular page, it gathers each and every link to the

page and adds them into its list of next pages to visit. It goes to next page in the list, collects the

links on that page and repeats. It means that any site which is connected from an indexed site will

ultimately be creeped. Some of sites are creeped to deeper and some are creped more frequently,

but often a crawler may hand over if a site’s page hierarchy is too difficult.

Figure 2: Spider or Crawler Methodology (edu.varistor.in, 2012)

Types of Search Engine:

Following are the types of Search Engine:

Human Power-driven Directories: In this type directories are conjointly cited as open directory

system depends on human primarily based for listing.




Crawler Based Search Engine: This Search Engine uses a spider or crawler for creeping and

categorization new content to the search information. It is divided into two elements like calculating

Relevance connection and retrieving the results

Hybrid Search Engine: In this type each of crawler based and manual categorization for listing the

sights in a search results.

Vertical Search Engine: These type of Search Engine emphases on particular search demand and

search field.

Besides on the highest of major varieties of search engine program are classifieds into many categories

relying informed its usage. The technological world is now moving towards computerized science and

automation. The big technology companies like Microsoft and Google, who have own the overall

search engines square intervention.

Figure 3: How Google works (honeyweb.com, 2013)

Search Engine Marketing:-

” The search engine marketing is the process of obtaining traffic and perceptibility from the search

engines through by both of paid and unpaid efforts”. It seems to be one of the way to use the

competitive cost per acquirement procedures to draw in new customers, boost Search Engine presence,

improve ranking in SERPs and improve another marketing promotions. The prime assistance of Search

Engines is to bring precisely what a investigator is looking for and it supports businesses to stimulus

Search Engines to display their Ads to searchers.




Figure 4: Search Engine Marketing (Web India Market, 2018)

SEM mainly depends on thoughtfulness of the target spectators then Setting definite areas of the

Ad promotion, picking the specific keywords to the target. After selecting it needs to create and

compel advertisement and then handling traffic to a landing stage page, which offers exact data so

it optimized to convert. Along with this while knowing about SEM it is also important to get that

different substitutes and abbreviations related to SEM.

SEM in the beginning of SEO and the paid search actions but one of the time, SEM merely states to

paid search method of cultivating the visibility that site or a web page in the search result.

How to Earn Traffic via Paid SEM:

The Paid Search Engine Marketing assist to inclusion an Online Advertising System that derives the

online traffic to the websites and for that, you need to pay a certain price to the publisher when your

paid search engine ad is clicked.

The paid inclusion is a method in itself and it is also a tool of SEO, so the firms can test out distinct

approaches to improve the ranking and see the results in few of days.

IN PPC advertising different entities incorporated are: -

Product Seller

Landing Page

PPC Marketer

The viewer or the Visitor

Landing Page Provider

Step 1: - Define an effective strategy

First of all we need to define our target audience.

Then need to identify their needs and motivations.

We have to find out different ways to serve their needs by our specific product or service.

We need to focus on our business position and review it in the current market and should identify




our competitors.

And the main thing is to identify the benchmarks of search engine marketing that would be like

search ranking, website traffic, Roi metrics and sales.

Step 2: - Select Specific keywords for SEM Campaign

We should be ready for the brainstorm sessions to know popular terms when customers search

for the product or service.

We should keep constant interaction with the best customer and the customer service team for the

frequently used keywords or phrases.

We have to use some research tools of the keywords for compelling the listing of highly searched

keyword terms.

Step 3: - Optimizing Website Content

It is important to focus on site structure and should make the user-friendly search engine.

We have to go always further for the specific, hard, exciting and pure content that can be keeping

involve to the users.

We must pay heed our Mata description, that helps for a inordinate prospects for us to draw the

followers on the website which shows in search results.

Step 3: -Have to Submit Site Indexing

If you submit for the indexing then it let your site be visible online to the users.

For the quick and fast process we should submit the site to DMOZ.org so that it will get easy

approval from other search engine.

3. LITERATURE REVIEW: -

Arooj Fatima, George Wilson, Cristina Luca, “User Experience and Efficiency for

Semantic Search Engine” (2014), This paper of my research explores the relationship of Search

Engine Marketing (SEM) and the performance and ability of the firm is based on the empirical

research on Business to Consumer (B2C) e-commerce firms. This paper also includes the Semantic

Search Engine’s structure from the engine’s query to ranking of the Pages. This research paper offerings

the structure of the query to point out the indexing of Webpages & capability of the Search Engine.

Zhou Hui, et al. “Study on Website Search Engine Optimization” (2012), This presents the

semantic methods and offers distinct algorithms systems based on the ontology and page ranking

position. Search Engine upgrades the website ranking position on behalf of that quality, genuineness,

relevance & the admiration. This Paper also contains the Semantics structure of Search Engine from

query engine to ranking of the Webpages. It also introduces the structure of optimizer query to the

highpoints the ability of Search Engine and indexing of the Webpages. For enhancing the user’s query,

so the query optimizer is used ontology processor.




Robin Sharma et al. “Web Page Indexing through Page Ranking for Effective Semantic Search”

(2012), This paper revealed that Researcher Repository is the modern way in that book authors and

researcher of this world use to point out to their associates and various scholars in order to get. This

research paper contains 3 types of Keyword Based Search Engines like Yahoo, Google, Msn and a

Semantic Search Engine Hakia. These Search engines are the computer programs systems that allow

the users to search their desired information from different websites.

Shikha Goel et al. “Search Engine Evaluation Based on Page Level Keywords” (2012), This

research highlights the searching of various keywords in relational data to grow the speed of search of

the preferred keywords. A user no need to have awareness of database scheme or SQL. It can submits

a list of keywords in system search for the relevant records and grade them on their occurrence basis.

This research paper purposed a system that offers a result in order to significance of keywords.

4. CONCLUSION: -

For the wealth of information available on the internet the Search Engines are fundamentally act as

filters. The goal of Search Engines is to deliver users with search results that lead to pertinent

information on the high-quality websites. To retain and attain market share in online searches, Search

Engines need to make sure they deliver results that are significant to what their users search for. The

Search Engines using complex algorithms to assess websites and web pages and assign them a ranking

for relevant search phrases. With an growing number of consumers researching and shopping for

products online, SEM has become a vital strategy for the increasing a company’s reach. In online

business with the increase in a number of competitors, search engine marketing has become very

significant in increasing online presence and traffic.




5. BIBILOGRAPHY: -

State counter Global Stats - search_eng ine-ww-monthly-201205-201305-bar

http://gs.statcounter.com/#

Framework of a SERP- http://resource.reachlocal.com/infogr aphics/anatomy-serp

How big is the Industry on the net?http://www.bluecaribu.com/ SEO-industry

High Rebound Rate- https://support.google.com/analytics/b

in/answer.pyhl=en&answer=100940 9&topic=1120718&ctx=topic

Event Tracing - https://developers.google.com/analytic s/devguides/collection/gajs/eventTrac

ker Guidehl=tr-TR 6- Make the

Chaffey D, E-business & e-Commerce Management- Strategy, Implementation and Practice

Pearson Education, Paris, 2011, 72-79

Chaffey D & Smith P, E-Marketing Excellence: Planning and Optimizing Your Digital

Marketing, Routledge. Fourth Edition, 2008, 580-593

Waghmare GT, E-Commerce, A Business Review and Future Prospects in Indian Business.

Internet, Marketing in India. Indian Streams Research Journal, 2(5), 2012,

Gangeshwer DK, E-Commerce or Internet Marketing ”.[Online]. Available:

http://www.nextsbd.com/seo/benefits-of-seo.php.

Boughton, S. B. (2005). Search engine marketing. Perspectives in business, 20(4), 195-202.

Sen, R. (2005). Optimal search engine marketing strategy. Universal Journal of Electronic

Commerce, 10(1), 9-25.

Skiera, B., Eckert, J., & Hinz, O. (2010). An analysis of the importance of the long tail in

search engine marketing. Electronic Commerce Research and Applications, 9(6), 488-494.

^Zawodny, Jeremy (2004-03-01). "Defending Paid Inclusions".


https://en.wikipedia.org/wiki/Search_engine_marketing#cite_ref-18

http://jeremy.zawodny.com/blog/archives/001671.html

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