Another way of managing search engine marketing is contextual advertising

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SMM is a marketing approach that uses social media to influence consumers to believe that a company's products and/or services are valuable. Some of the latest theoretical developments include search engine marketing management (SEMM). SEMM is related to activities such as SEO, but focuses on return on investment (ROI) management rather than related traffic building (as is the case with mainstream SEO). SEMM also incorporates organic SEO (trying to achieve top rankings without using paid means) and pay-per-click SEO. For example, some attention is placed on web page layout design and how content and information are displayed to website visitors. SEO and SEM are two pillars of marketing efforts that go hand in hand and produce much better results than focusing on just one pillar.

Ethical issues
Paid search advertising is not without controversy, and the algeria whatsapp data question of how search engines display ads on search results pages has been the subject of a series of studies and reports by Consumer Reports WebWatch. The Federal Trade Commission (FTC) also issued a letter in 2002 emphasizing the importance of disclosure of paid advertising on search engines in response to a complaint from Commercial Alert, a consumer advocacy group associated with Ralph Nader.

Another ethical controversy related to search marketing is the issue of trademark infringement. The debate over whether third parties have the right to bid on a competitor's brand name has been going on for years. In 2009, Google changed its policy, which previously prohibited these tactics, and now allows third parties to bid on brand names as long as their landing pages actually provide information about the trademarked name. Despite the policy change, this remains a hotly debated point.

On April 24, 2012, many people began to notice that Google began penalizing companies that bought links to boost their rankings. The Google update was called Penguin. Since then, Google has rolled out several different Penguin/Panda updates. However, SEM had nothing to do with buying links, and instead focused on organic SEO and PPC management. As of October 20, 2014, Google has released three official revisions of its Penguin update.