The Role of Search Engine Marketing in Enhancing Companies Website Visibility and User Engagement
Kasturi Misra1, Dr. Rajendra Kumar2
1 (Student, Amity Business School , Amity University Uttar Pradesh, Lucknow Campus )
2 (Assistant Professor,Amity Business School , Amity University Uttar Pradesh, Lucknow Campus)
ABSTRACT:
Search Engine Marketing (SEM) is essential in today's digital environment for increasing a business's website exposure and user engagement. SEM includes a variety of paid tactics that help businesses place their websites high on search engine results pages (SERPs), such as Pay-Per-Click (PPC) advertising, search retargeting, and display adverts. Through the use of audience segmentation, ad auctions, and keyword targeting, SEM helps businesses connect with their ideal clients at the appropriate time, increasing website traffic and click-through rates (CTR).
By providing searchers with very relevant material based on their purpose and demographics, SEM also improves user engagement. The user experience is further personalised by features like ad extensions, dynamic search advertisements, and remarketing campaigns, which promote engagement and conversions. In contrast to natural SEO.
By providing searchers with very relevant material based on their purpose and demographics, SEM also improves user engagement. The user experience is further personalised by features like ad extensions, dynamic search advertisements, and remarketing campaigns, which promote engagement and conversions. SEM is a vital tool for companies looking to expand quickly in cutthroat sectors since it offers immediate exposure and quantifiable return on investment (ROI) in contrast to organic SEO. Effective campaign management, bid optimisation, and ongoing performance monitoring are necessary for its success, though.
This study examines how SEM affects user engagement and website exposure, emphasising important tactics and industry best practices that companies can apply to optimise their online presence and achieve long-term success.
Keywords: Search Engine Marketing, PPC, website visibility, user engagement, digital marketing.