Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. Search engine optimization(SEO) “optimizes” website content to achieve a higher ranking in search results, for example, by incorporating specific keywords or links associated with the website. Depending on the context, SEM can be an umbrella term for various means of marketing a website including SEO, or it may contrast with SEO, focusing on just paid components.

Importance of SEM today

Search Engine Marketing is an integral part of online advertising today. Google made around $21 billion in 2008. 99 percent of that was from search. How does it score as a career choice ?  Where else would you get ‘live, as-it-happens’ insight on market response to a brand.  Where else is there a bewildering gap in demand and supply  Isn’t ALL advertising headed towards a contextual, dynamic pricing based environment Why not ‘live’ this right now by becoming a SEM specialist. Fifteen years back, the world started outsourcing software service to India. Seven year back, it was BPO. Today, the world outsources SEM to India.

Basic Skills required

  • Strong in numerical and verbal
  • These are the ‘Math’ and the ‘English’ section in the typical aptitude tests. Verbal because one needs to constantly think of the words which represent the intent of the consumer. Numeric because one would needs to constantly evaluate the ROI of potential alternatives. Bidding is the name of the game.
  • Marketing bent of mind
  • You would be given a target audience and then its your job to find out the kind of sites he would visit, the search terms he would use, etc….Basically what a person does online.
  • Advanced Usage of Office tools, most importantly Excel
  • You would need to pull meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients.
  • At the end of the day, you are accountable for the profits of your campaign. So that ‘owning up’ and the ‘buck stops with me’ spirit has to be there.


  • 1.5 to 2 lacs per annum to start off with
  • Can rise to 5 to 8 lacs per annum after 3-4 years of experience.

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