Abstract
In the present age of information search using digital platforms, people use various search engines to look for the best suitable information across a large pool of ever-increasing websites. Therefore, concerns about website ranking have gained prime importance. So, there is a need to make a website visible by search engines in its top-most priority search results and thus, gain audience to the website. Search Engine Marketing (SEM) and Search Engine Optimization (SEO), aims at providing the strategies and prove to be an effective way to grow business by attracting potential customers in an extremely competitive marketplace. This paper first revisits the existing marketing strategies. Second, it includes various types of Search Engines and factors affecting website ranking. Third, a report generated by net market share monthly trend analysis has been illustrated. Fourth, SEM techniques have been discussed followed by a proposed approach for improving website ranking in search results.
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