International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048

Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

Digital Marketing - Search Engine Optimization (SEO)

and Search Engine Marketing (SEM)
1
Aarchi Panchal, 2Akshita Shah, 3Krishna Kansara
1,2
Student, Shri Bhagubhai Mafatlal Polytechnic, Dept. of Information Technology, Mumbai, India
3
Professor, Shri Bhagubhai Mafatlal Polytechnic, Dept. of Information Technology, Mumbai, India
Email IDs: 1aarchimitul03@gmail.com, 2akshitashah0404@gmail.com, 3krishna.kansara@sbmp.ac.in

Abstract - Marketing has evolved since the time human long term relationships and encourage repeat purchases.
started trading, with the rapid development in technology Various social media campaigns are proven to be cost
there is a shift towards digitalization. Search Engine effective with beneficiary results. [PinakiMandal, Prof. Nitin
Optimization (SEO) and Search Engine Marketing (SEM) Joshi, el at 2015].For any online marketing activity, content
are domains of highest priority when dealing with digital and graphics play a great role according to customer
marketing. In recent times marketing strategies have been psychology.
shaped by technologies such as AI, Big Data, IOT, Ml have
evolved to a great extent with beneficial responses for an This paper consists of the following sections – I.
organization’s growth. The aim of this survey paper is to Introduction, II. Related Work,III. SEO and SEM, IV. Current
give an overview of research on evolution of digital Research and V. Conclusion.
marketing, SEO and SEM strategies and differentiating
amongst various tools and techniques.

Keywords: Digital Marketing, Search Engine Marketing,

Search Engine Optimization, Digital Marketing Assets.

I. INTRODUCTION

Marketing has evolved day by day but with the world

coming online and with the increase in digital technologies, it
has shifted its focus on digitalization. Out of all modern
marketing techniques and tools, digital marketing resources,
channels and social media becomes the most interactive,
attractive and essential.

Digital Marketing has become one of the most important

marketing mix over the past few years as companies and Figure 1: Various components of digital marketing
organizations are realizing the importance of a good online
presence, it has been effective for their growth in terms of A. Digital Marketing Assets
sales and creating an innovative presence online
Digital Marketing Asset is any tool you use online, one or
[PinakiMandal, Prof. Nitin Joshi, el at 2015]. Digital
marketing can be termed as an approach for the development more of such common examples are – social media profiles, a
fully optimized website, images and video contents, blogposts
of brand, product or service online. There’s a saying by Bill
and ebooks. With tech advancements such as AI and machine
Gates that, “If your Business is not on the internet then your
business will be out of business”. learning, marketers are better equipped with the marketing
technology needed to reach consumers on digital devices at
To have an effective online presence, any organization or a just the right moment. This is opposed to traditional marketing
company needs a strong strategy designed using the correct methods – which have to be planned and placed well in
technologies to help marketing activities in order to improve advance. The digital marketing trends are moving from
customer knowledge by matching their needs is digital passive advertising to active engagement with social
marketing. Companies can use the internet to provide ongoing networking pages, its quality rather than quantity [Esinmukul,
information, service, and support. It also creates positive GulcinBuyukozkan, el at 2019].
interaction with customers that can serve as the foundation for

© 2021-2017 IRJIET All Rights Reserved www.irjiet.com 17

 International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048

Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

Everything that the brand says is the content, whether that investment (ROI). As SEM becomes more common, the level
product description, blog posts, eBooks, info graphics, social of competition is driving bid prices through the roof.
media posts it is all considered content. Content helps convert
the website visitors into leads and customers, and helps to
raise the brand’s profile online. Whatever the goal that is
going to need to use owned content to form digital marketing
strategy. The content creation plan should include audit and
planning the earned media, audit and planning the paid media
and bringing it all together.

B. Benefits of digital marketing platforms

Digital marketing platforms perform several functions in

one solution – allowing marketing teams to get more
integrated or holistic view of their campaigns.

When selecting a digital marketing platform, consider the

following advantages for choosing the right marketing
attribution software provider:
Figure 2: Search Engine Marketing
1) Track and Allocate Spend
A. Competition
Many marketers struggle with determining which channels
Increasing competition in search marketing is making it
are driving the most value, and therefore the ones they should
virtually impossible for advertisers with limited budgets to
spend more on. This challenge is exacerbated by the
maintain top rankings. The Atlas Institute published a report in
increasingly wide variety of digital channels they need to be
September that analysed the impact of paid search engine
present across. With this in mind, marketing teams should
ranking on traffic. [MS Iskandar,D Komara, el at 2018]
leverage a platform that uses advanced attribution modelling.
This will give them insight into spend and success rates across In October 2004, Fathom Online, in conjunction with
multiple digital channels, and actionable suggestions on how MediaPost, both well known marketing firms, released a tool
to then optimize ad spend. intended to measure the price volatility of the search market
(Fadner, 2004b). This tool, called the Keyword Price Index
2) The Right Ads to drive conversation
(KPI), “is intended to serve as a base for comparing the
With the right digital marketing platform, you can gain a relative cost effectiveness of search engine marketing (SEM)
better understanding of what type of content resonates with campaigns. Going forward, it will track the fluctuations in cost
your customers across platforms. This allows marketers to per click (CPC) over time” (Fadner, 2004b, p. 1). So far, this
understand which voice and creative elements garner the most effort has revealed that some industries have high enough
engagement. payouts to justify CPCs of more than a dollar or two, while
others simply do not (Fadner, 2004b). The finance/mortgage
3) Correlate Qualitative and Quantitative Results industry, for example, had a weighted average CPC of $3.17,
which sounds more reasonable when one considers the
The right digital marketing platform will help you make potential earnings from the sale of a mortgage or an
better choices to drive revenue when planning media, tracking investment account (Fadner, 2004b). Retail, on the other hand,
your brand across channels, leveraging new advertising had a weighted average CPC of $0.32 because neither the
techniques or conducting media buys. potential gains nor the conversion rates are substantial enough
to justify higher bid prices (Fadner, 2004b). Ultimately, this
II. SEM and SEO
index will give advertisers a better understanding of bid price
Search Engine Marketing (SEM), which allows firms to fluctuations in their industry over a period of time. [MS
target consumers by placing ads on search engines, has proven Iskandar and D Komara, el at 2018].
to be an effective audience acquisition strategy. Unlike
B. Importance of Keyword Analysis
traditional online advertising, advertisers pay only when users
actually click on an ad. When successfully implemented, SEM Keywords play remarkable role in optimizing your website.
can generate steady traffic levels and tremendous return on Analysing the correct keywords is a basic necessity for a

© 2021-2017 IRJIET All Rights Reserved www.irjiet.com 18

 International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048

Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

highly optimized website. There are 3 types of keywords The Interactive Advertising Bureau has found that “search
having search frequency from high to low: engine marketing is the fastest growing sector in online
marketing” (as cited in Brooks, 2004, p. 1). With more and
1. Head – First are the head keywords, these are the one more advertisers using keyword marketing as a means of
word phrases like logistics and their call. They are called reaching potential customers, it is becoming increasingly
head keywords because they represent head of the graph. expensive to maintain top positions. “The explosive paid
2. Body – Second are the body keywords, these are 2-3 search market is likely to grow to $2.5 billion or about one
word phrases. These are less competitive and also their third of current online spending in 2004” (Smith, 2004, p. 24).
search frequency can be a bit less because they are more Thomas Weisel Partners have estimated that paid search will
specific. account for half of all online expenditures by 2008, which
3. Long Tail – Third are the long tail keywords, these are would require an annual growth rate of 21% (as cited in
more descriptive phrases. These have less searches Francisco, 2004a). This is a substantial figure, considering the
because they are less competitive and less specific. number of companies that are using online advertising as a
means of reaching potential customers. [MS Iskandar and D
There are many keyword analysing tools that help you
Komara, el at 2018].
identify correct keyword to target more viewers for your
website. Some of these tools are Ubersuggest, Google, D. Challenges
Keyword Everywhere, Keyword Shitter etc. To narrow down
our keyword list we can access the keywords on two criteria: With online marketing gaining popularity, competition is
growing which eventually increases the flow of challenges
1. Use search volume data – How many searches per month faced by the marketers. In a long run search engines are going
in Google do the keywords get that will help us identify to reach critical masses in which they cannot meet advertising
which of those topics are the most popular and also demands. Microsoft CEO Steve Ballmer earlier this year
which keywords are more popular. admitted that the company was behind on search technology
2. Assess the commercial intent, the business value of development but vowed that it would catch up to take on
certain keywords. Google and Yahoo! All three companies are working on
customized, personal search tools for the desktop, as well as
C. Strategies
local search services. Search engine optimization has proved
With nearly all the organizations shifting their businesses to benefit organizations by growing not only sales but help
online too have a variety of audience acquisition strategies to organizations develop market from the feedback loop from the
choose from, opt in, viral, banner advertisements, search viewers. Search engines would like to be able to serve
placement, pay per click(keyword marketing). Banner ads are advertisements relevant to the user’s location, income level,
either textual or media based placed on Websites that contain family size, etc. This could potentially reduce competition
link to other web pages. Advertisements that use search engine among advertisers by categorizing them according to user
marketing as their strategical part of their marketing mix may preferences.
do so for multiple reasons. One of the reasons being SEM
III. RELATED WORK
account is very simple and using it wisely might generate
quick traffic that might be beneficial. An approach that uses organic methods to appear in search
results and the other approach uses paid methods to appear in
Ge’LenaVavra, an entrepreneur specializing in Italian suits
search results respectively called as SEO and SEM. We look
in Las Vegas, spent $60,000 in 2003 on Google ads, and
at the important research that is currently trending in these
claimed “Our business exploded from Google and Google
areas. When defining SEM often disputes and contradictions
alone” (as cited in Markoff& Zachary, 2003, p. 2). SEM
arise some sources, Backlinko as an example, cite that SEM is
delivers ads to users who are already searching for the
the wider channel of search that encompasses both organic and
products or services that an advertiser is offering, meaning
paid.
that theoretically, they areonly receiving qualified traffic[MS
Iskandar and D Komara, el at 2018]Here, keyword marketing SEO is the art of persuading search engines to recommend
has proved to be the most effective strategy for SEM. Any your content to their users as the best solution to their
viewer visits Google or Yahoo and enters specific keywords or problem. In order to collect information on web pages, search
phrases and the result is, they are provided with number of engine bots "crawl" sites to create an index. You can think of
organic listings and sponsored listings. the Worldwide Web a bit like a spider web -- the bots (or
spiders in this example) travel from page to page by links.
Once the bots get this information, an index is created. Search

© 2021-2017 IRJIET All Rights Reserved www.irjiet.com 19

 International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048

Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

engine algorithms then review the index based on hundreds of IV. CURRENT RESEARCH
ranking factors to determine which pages should appear where
on the search engine results pages (SERPs) when users type in Search engines use complicated algorithms to ensure the
a specific query. most relevant results are returned for each search, including
location and other available information. In paid search
The authors Pinaki Mandal and Prof. Nitin Joshi, in their advertising, sponsored ads appear at the top of and on the side
paper “Understanding Digital Marketing Strategy”, give a of search engine results pages to gain more visibility and
brief introduction to digital marketing, its assets and how the prominence than the organic results. Let’s say that you are a
digital marketing platforms are beneficial for an organization’s customer looking for a product or service online. You go to a
growth. search engine and type in your search terms (also known as
keywords).In your search results page, you will come across
Furthering the above Buyukozkan and MerveGuler, in various company ads whose keywords match the keywords in
their paper “Evaluation of Digital Marketing Technologies” your search. These ads appear in prominent locations on the
discusses how digital marketing is aligned with digital page – along with the other search listings that match your
technologies to be more authentic and effective. The paper keywords. The paid listings are highly relevant to your
also illustrates the proposed evaluation method. specific search, making it likely that you will click on them.
Now let’s take a look at how SEM campaigns work from the
The authors Arokia R. Terrance, Shruti Shrivastava and
marketer’s perspective.SEM networks are self-serve
Asmita Kumari, in their paper titled “Importance of SEO”,
operations. Once a marketer selects a network, they can get a
talks about what search engine optimization is, defines how it
campaign up within a short period of time. When setting up a
is important in digital marketing, what are the various
campaign within an SEM network, the marketer is prompted
challenges faced in this sector and the increasing competition
to:
for ranking high in the search results.
 Conduct keyword research and select a set of keywords
In the paper, “Implementation Techniques of SEO” Rony
related to their website or product
Baskoro Lukito et al have discussed the strategies employed
 Select a geographic location for the ad to be displayed
for Search Engine marketing and Search Engine Optimization.
within
It also talks about the importance of keyword analysis in every
 Create a text-based ad to display in the search results
expect during optimizing your content and its effectivity.
 Bid on a price they are willing to pay for each click on
In their paper titled “Application Marketing Strategy” their ad
authors MS Iskandar and D Komara, have detailed the
Text-only ads are easy to produce. Marketers enter a
strategies and methods used for Search Engine Marketing
headline, text for the body of the ad, a call-to-action and a
(SEO) along with the results of the research. They have
URL for the hyperlink. Search engine marketing is considered
explained the strategies giving the example of Mountain
by many to be the most efficient way to spend marketing
Grounds Coffee and Eatery store.
dollars.
Search engine marketing is the practice of marketing a
Examples of search ad networks
business using paid advertisements that appear on search
engine results pages (or SERPs). Advertisers bid on keywords The two primary search networks that SEM professionals
that users of services such as Google and Bing might enter target are Google Ads (formerly Google Adwords) and the
when looking for certain products or services, which gives the Bing Ads.
advertiser the opportunity for their ads to appear alongside
results for those search queries. These ads, often known by the Google AdWords is actually two networks: Google Search
term pay-per-click ads, come in a variety of formats. Some are Network and Google Display Network. The first network
small, text-based ads, whereas others, such as product listing consists exclusively of search-related websites owned by
ads (also known as Shopping ads) are more visual, product- Google, while the second includes properties such as
based advertisements that allow consumers to see important YouTube, Blogger and Gmail. The Bing Ads allows
information at-a-glance, such as price and reviews. Search customers to buy ads on both Yahoo’s network of websites
engine marketing’s greatest strength is that it offers advertisers and Bing’s network.
the opportunity to put their ads in front of motivated
customers who are ready to buy at the precise moment they’re
ready to make a purchase.

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 International Research Journal of Innovations in Engineering and Technology (IRJIET)

ISSN (online): 2581-3048

Volume 5, Issue 12, pp 17-21, December-2021
https://doi.org/10.47001/IRJIET/2021.512004

V. CONCLUSION domain, and they can measure how often blog pages or articles
are linked via social media.
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Citation of this Article:

Aarchi Panchal, Akshita Shah, Krishna Kansara, “Digital Marketing - Search Engine Optimization (SEO) and Search Engine
Marketing (SEM)” Published in International Research Journal of Innovations in Engineering and Technology - IRJIET,
Volume 5, Issue 12, pp 17-21, December 2021. Article DOI https://doi.org/10.47001/IRJIET/2021.512004

*******

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