The goal of search engine marketing is to enhance exposure of web pages across search engines. As exposure enhancement for web pages is linked to keywords or they are largely keyword-driven, using and placing relevant keywords across them and their HTML pages must be pivotal. SEM has a vital role to play into keyword ranking gamut and drawing in large number of visitors to the target web pages.

Explore the domain of search engine marketing. Upon doing it, you will get to know that there are several sorts of SEMs, while most of them and their approaches are almost similar to one another and essentially grouped into two segments. They are as follows:

On-Page SEM and Off-Page SEM. The former is the one which has significant impact, namely from contents to titles and anchor texts. The latter is all and everything around the page, such as social networking and site submission.

There is no reason, however, to downplay the importance of off-page online marketing. Post period of the Hummingbird rollout by Google, the importance of off-page is felt to have increased to some greater extent. Anyway, this topic has been widely discussed in previous posts. Regarding on-page SEM, having a coherent and intensive strategy for it will help impact and improve the quality of content which is on offer. Since the beginning of an SEM strategy for a site, this has to be ensured. Remember that reworking on a site to improve on-page SEM after the content and framework are in place could be a difficult job unless it is done at the time of start.

What key points about On-Page SEM should you consider? For instance, most SEM experts agree that one key feature of on-page optimization is the URL. Plan a URL which is keyword-rich so when the page is submitted to a search engine, correct categorization of the page is done by the search engine.

Having a URL structured in right order can help keep the content on track as the title needs to line with the keywords on the URL, and the description submitted to the search engine through the meta tags need also to follow the title keywords and URL.

Having all the URL, title and description keyword-rich, and presenting a clear message to the search engine, the content and headings have to follow in similar vein. Any links or anchors have also to be appropriate to the keywords. Use a shortening service or SRC to incorporate a keyword in, in case the original keyword doesn’t finely fit.

Apart from them, there are several other on-page factors to be considered while creating content. Here are they:

· Image file naming has to be keyword-rich.

· Alternate texts for images should be consisting of keywords.

· The menu system has to mirror the keywords and URL structure.

All of these jobs can be manually done. Try to use a dynamic CMS as it can make life a lot more convenient and easier.

There are many tools to manage and evaluate on-page optimization jobs. Use tools which can give you plenty of advices on how to improve SEM and ensure the best SEM and guide you through the right directions.

Remember three on-page creation factors as top of all important elements.

· First, the Title/URL/Description or the Menu System.

· Second, Content/Heading/Links.

· Third, Image Filenames/Alternate Text.

Ensure all these areas to be finer by selecting right keyword sets. Thus doing, your internet marketing endeavour will gear up with the quality of content itself.