Electronic commerce, also known as e-commerce, is central to 21st century business. It refers to the purchasing and selling of products and services online. E-commerce enterprises -- and businesses that use e-commerce in addition to retail sales outlets -- make money from the traffic to their websites as visitors click on ads. It is part of the job of the search engine manager, or SEM, to ensure a company website is visible on the Internet and generating revenue for the company.
Revenue and Profit
A search engine manager works to increase traffic by optimizing web content. In e-commerce, high traffic translates to high revenue and profit, and the SEM works to ensure that goal is accomplished. The search engine manager monitors and tracks the performance of the site, not only looking at the amount of traffic it is generating but also the sales that result.
Search Engine Optimization
Because Internet business is competitive, the search engine manager has to devise strategies to increase traffic by making the site visible on the web. Pay per click, or PPC, search optimization brings customers to the site through search engines such as Google, Yahoo, MSN and Bing. Through keyword search, PPC management is an effective way of achieving greater web-based exposure, and the job of the search engine manager is to ensure PPC is an integrated part of search engine optimization.
Strategies and Media Mix
One of the main responsibilities of an SEM is to monitor the performance of a website. She must understand and use online tracking and Google analytics, analyze website strategies and recommend an optimal media mix. If the SEM works for an online store seeking to maximize its sales, for instance, she must design the site and use keywords to achieve the business goals her company sets.
Marketing Strategy and Management
The SEM is involved in the overall marketing strategy, including product marketing and management, creativity and engineering to implement search engine optimization, or SEO. He must make recommendations that include the use of other electronic marketing channels such as email and social media.