Step 2. Vocabulary Practice: Search Engines in Online Marketing

Now read the text again and practice the vocabulary below.

seoHow can popular search engines like Google, Bing or Yahoo! help you in your online marketing campaign? Here are a couple of tips.

Your goal is to make your website more visible in search engine results pages (SERPs). There are a number of things you can do, but the whole process is generally referred to as search engine marketing (SEM). SEM may involve optimization or advertising.

The goal of search engine optimization (SEO) is to display your website as high as possible in a search engine’s unpaid results, also known as organic results. The goal is to make the search engine display your website as high in the results as possible when a user enters a specific search term. Search engines use internet bots called crawlers. These bots automatically scan the Web and organise information to make websites easier to find. This process is called web indexing.

Search engine companies may also charge fees for advertising your website in their search results. This is usually done through the PPC (pay per click) model, also known as CPC (cost per click). This activity is often referred to as paid inclusion or sponsored listings.

Step 2. Vocabulary Practice: Search Engines in Online Marketing