|
|
|
Search Engine Marketing Issues |
Search engine marketing also called search
marketing is a form of Internet marketing used to promote a
website, increasing its visibility in search engines results. There are
several ways to do so, and the most popular ones are paid inclusion,
paid placement and contextual advertising. Today there is a huge
industry around it and the web analytics are highly valued at the Internet
marketing industry as long as they can provide worthy seo services and
seo consulting.
Search marketing is a relatively new strategy. Actually, as late as in
mid 90s first search engines appeared in order to streamline the search
of necessary information. Search engines developed a number of business
models used to finance the, and one of them was a pay per click
programs that by 200 proved to be their primary money-makers.
Seo consulting services appeared, offering businesses help on the ways
to use the advertising opportunities of search engines and search
marketing started its string.
It may sound hard to believe but since the first days search marketing
its major issues have been of ethical nature. A number of studies and
reports have been performed regarding the way search engines present
advertising on the search result. In 2002 Federal Trade Commission
issued a letter that emphasized importance of paid advertising
disclosure on search engines.
Another ethical controversy has to do with trademark infringement as
one of search engine marketing strategies. The question is whether a
third party can bid on its competitor’s brand name. Last year
Google changed the policy, which used to forbid these tactics but the
issue is still a source of heated debate.
|
|
|
|
|
|
|