Search Engine Marketing has come a long way from tweaking the Title and Keyword tags and link exchange. Ecommerce has taken gargantuan proportions throwing much money into the cyberspace. SEM is the investment that companies make to increase their bottom line. It is, therefore, not surprising that SEM itself has become such a huge industry in itself. And like in other fields, SEM has also its tools of the trade.
Since SEM is all about increasing visibility – either through direct marketing or through organic tweaking of pages for higher ranking on Search Engines – the SEM tools focus on those aspects of content, code and links that are critical to such ranking and visibility. Thus, Keywords, keyword density, meta-tags etc become important aspects. It is necessary to do popularity check on keywords, links, check on back-links, do site-indexing, check and analyze page rank, suggest rewarding keywords, etc. Then there are programs that can submit page to multiple search engines, helping in the indexation process. Thanks to these tools and software, it is now increasingly easier for individual users to do SEM. For the professionals also these tools provide indispensable service by helping in various aspects of their work.