6 architecture of search engine pdf on search engine marketing. Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. As of October 2016, Google leads the global search engine market with a market share of 89.
Bing comes second with a market share of 4. Yahoo comes third with a market share of 3. Chinese search engine Baidu is fourth globally with a share of about 0. Overture in 2001, was purchased by Yahoo!
2003, and now offers paid search opportunities for advertisers through Yahoo! In a market dominated by Google, in 2009 Yahoo! Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010. Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Search engine marketing uses at least five methods and metrics to optimize websites.