Search engine marketing is a universal term that refers to all of the activity that you, or the company support you, might do to improve your online visibility. The most frequent area of this type of marketing is the performance of search engine optimization (SEO). but, there are also other important aspects to search engine marketing that you should know about if you are planning to really boost your web presence.

There are basically five components of Search engine marketing, first start with SEO and also include link building, pay-per-click programs, marketing of online articles and keyword usage.

Many people think that keyword usage and search engine optimizations both are the same thing. But, that’s not rather the case. Search engine  optimization is the process to making your site work in compliance with the current ranking algorithm standards of search engines.

At this time, a high portion of this algorithm is given to the use of keywords, because many people use the two terms interchangeably. The way that search engine’s ranking algorithms work is an active and ever-changing process. Keywords may or may not always be important but their own unique aspect of search engine marketing.

While anyone can add the correct keywords on to a web pages with a little bit of knowledge as to what those keywords are, ranking algorithms have changed to include other components as well. Such as, search engine marketing has developed to summarize the other components. For example, it is not important that you have the correct content but also that other people on the web care enough about your content to link to it.

Link building is an important part of SEM because it is essentially show that the search engines that there are people out there interested in seeing what is on the site. Quality of link building comes from getting your site linked to by a number of other sites that also have good SEM campaigns and therefore you got high page rankings for your website.

Link building and keywords are the part of SEO that is, in turn, a part of SEM. There are some aspects of SEM that are not directly connected to SEO. Other is pay-per-click programs (PPC) and other types of online advertising. Search engine marketing is one of the things that you do to get notice on the web. PPC is one of the important methods of online advertising, rather it to taking out an ad in the local paper for a local business that you are operating.

This doesn’t essentially improve the search engine optimization of your site. However, it is an important part of your search engine marketing campaign. In the same way, you can use advertising of online articles to get attention to your site that is somewhat like advertising. This is a developing area of SEM because these articles may also be archived on the site to boost the site’s visibility.

This all sounds a little bit complicated - SEO, SEM, links and PPCs. But when you look at it carefully, it’s really fairly simple. You want to pay more attention to five key components of search engine marketing to grow your online visibility.

You want to build links for your site, a site that has the correct keywords in its text and in online articles, so that search engines know what you’re all about. And you desire to more help your site through online advertising like PPC programs. You also want to keep an eye on SEO changes so that you can adapt your SEM plans over time to keep up with the changing web.

Here is the definition of Doorway pages by Matt Cutts

Doorway pages are typically large sets of poor-quality pages where each page is optimized for a specific keyword or phrase. In many cases, doorway pages are written to rank for a particular phrase and then funnel users to a single destination.

Now I am trying to define it in simple words:

Doorway pages are low -quality web pages with very little content but are stuffed with keywords and keyphrases. They are basically created to rank in searches. These pages are also known as entry pages, gateway pages, bridge pages, portal pages, zebra pages, jump pages. They don’t serve the purpose of visitor looking for information. They send visitors to a different page may be home page. Over the last year or two, search engines have changed their attitude towards doorway pages and are weeding out doorway pages from their indexes.

Reason for weeding out:

Many Webmaster create doorway pages and fill them with cloud of keywords. They do so to redirect visitors from them to the main site. Now, search engines are aware of this strategy or you can a problem, and they are penalizing such sites that are using automatically generated doorway pages. Some dishonest webmaster create a doorway page that is a copy of high ranking page to cause the search engine to detect the page as a duplicate and exclude it from the search engine listings.

Landing page and SEO

Landing pages are the pages that appear when a visitor clicks on an advertisement. These are common in internet marketing campaigns, especially email and PPC marketing management. The page will usually display content that is relevant to the feature specific keywords or phrases and that is optimized to those keywords or phrases for indexing by search engines.

In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. Main aim of a Landing Page is to optimize the user experience when visiting a site.

In other words you can say that Landing Page is the portalisation of a keyword category that provides an immediate call to action for the general keywords being targeted - but provides additional routes to related niche pages with their own call to action.

Ad Sense is the Google advertising branch for website publishers. It puts advertisements on others’ websites automatically. Google pays the website owners for publishing its ads and for any click-through the ads receive. It allows blogger’s to monetize their blogs by displaying contextual text messages.

Google administrates advertisements and generate revenue on either a per-click or per-impression basis which we call pay per click programs. One can advertise their advertisements with Google’s targeted advertisement system through Google Adwords.

It is a popular method of placing advertising on a website because the advertisements are less intrusive than most banners, and the content of the advertisements is often relevant to the website. Google Adwords is the source of Adsense income.

There are three ways to maximize their Adsense income. These are mentioned below:

Use of wide range of traffic-generating techniques, including but not limited to online advertising.

Build valuable content on website that attracts AdSense advertisements, which pay out the most when they are clicked.

Use text content on website that encourages visitors to click on advertisements.

There are different types of Adsense. They are AdSense for Feeds, AdSense for search, AdSense for mobile content, AdSense for domains