Everyone using search engines such as Google, Yahoo, or Ask regularly experiences search engine advertisements (SEA). And they fulfil a valuable task for companies that pay for those placements: SEAs guarantee unknown and unpopular web pages a high visitor rate, and can even be applied target-group specific (Gladior).
Paid listings have been commonplace since 2001. However, SEA includes more than that (SearchEngineWatch.com):
1. Paid Inclusion: a site owner pays a fee in order to have web pages included in a search engine's editorial listings
2. Paid Sumission of a web page
3. Content Promotion: engines will promote an advertiser's content on search results pages
4. Banner ads
SEAs, therefore, have different terms, including “sponsored listings,” “paid search ads,” "pay for placement," "pay for performance," "CPC listings" (cost-per-click) and "PPC listings" (pay per click) (SearchEngineWatch.com).
Due to the advantages SEAs bring, search engine optimisation (SEO) is very important. Already a lot of online companies discovered that need of SEO and offer to optimise the the process of traffic to a web site from search engines. However, the promise to ensure top rankings in search engines to clients, like for instance Weprofits does, seems farfetched.
I would say that a company can optimize its web site, and, thus, search results already through a search engine friendly site design and architecture. However, consultation in this rather new form of advertising seems reasonable. In my opinion, the new media will increase in importance for company representation every year. Thus, the presence in the internet, and new forms of advertising need to be used in order to gain a competitive advantage on the long-run.
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