search engine marketing, search engine optimization, SEM, SEO, web marketing
Abstract
The article examines search engine friendliness of the most popular and widely used search engine marketing (SEM) methods. In the first part, SEM methods and approaches that are in line with search engines’ official guidelines are examined and analyzed. The second part deals with popular methods which are not welcomed by search engines and are implemented by companies solely for search engine rankings manipulation purposes. Finally, the last section describes several experiments conducted on live websites in order to figure out modern search engines abilities to identify widely used deceptive practices and presents the risks associated with SEM methods which are strongly inconsistent with search engines’ official guidelines.
