Online search engine marketing or SEM is simply Internet marketing meant to make various web sites known. The goal of this type of marketing is to enhance web page visibility in search engine result pages, preferably by placing the websites as high as possible in rankings. The effective link building methods that online search engine marketing works with, includes context advertising, paid inclusion and pay per click. In addition, the pay per click system also means that search engine optimization is carried out but SEO is considered to be a different aspect not directly related to online search engine marketing. A New York Times article defined PPC as a payment strategy for getting listed in search engine result pages.

Taking each one way link building method one by one will better clarify what online search engine marketing is. First of all, there is pay per click or PPC – a sort of advertising conducted on search engines, blogs, advertising networks or various web sites regardless of content, in which advertisers pay the site that hosts the ad only when the ad gets clicked. Online search engine marketing that insists on search engine strategies requires the extensive use of keywords on which an advertiser bids. Pay per click advertising takes into consideration both the query of the web surfer and the keywords used by the advertiser to describe products and services.

Contextual advertising also serves very well for online search engine marketing. For a better understanding of the concept let’s imagine that there is a frame within a frame. This is explained by specialists as some type of advertising targeted at advertisements themselves. There is a system that identifies keywords in the web site content that a user gets access to and, based on those keywords, relevant advertisements will be displayed. So, based on the larger frame, we have another frame, that will actually present its content as the actual Internet site that you, as a potential consumer, are to get to eventually.

The last but not least important one way link building method of online search engine marketing is paid inclusion. In this case, the company that owns the web site has to pay a certain fee in order to be included by search engines in their indexes and one such search engine is Google.