Engine marketing is a type of Internet marketing that helps increasing web’s visibility/searchability.
Google analytics provides with detailed statistics about web’s visitors. These statistics/information are hence being used by marketers to target their audience. There are several strategies that could help increase website’s traffic. Crucial thing to do is using keywords on the website with a high density.
Pay Per Click is a way how to raise web’s rating in search engines. There are numerous methods how to achieve this. For example selling advertising space that would involve relevant and desired words.
One of the challenges of search engine marketing might be that they are not exactly ethical. When an individual „googles“ a keyword, s/he is most likely to actually visit only websites that come up on the first site. Therefore, big companies logically invest whole lot of money into search engine marketing, excluding smaller companies with less profit and creating an effect called „search engine spam“ and often lowering content quality.