Search perception impact describes the identified impact of a brand's search results on consumer perception, including title and meta tags, site indexing, and keyword focus. A follow-on effect of keyword analysis and research is the search perception impact. Keyword research and analysis involve three 'steps': ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products, and using those keywords on the site in a way that will generate and convert traffic.Search engine marketing uses at least five methods and metrics to optimize websites. The term 'search engine marketing' was popularized by Danny Sullivan in 2001 to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.

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. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010.

In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance.

By 2007, pay-per-click programs proved to be primary moneymakers for search engines. Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program. later changed its name to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text in 1996 and then in 1998. HistoryДЄs the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly. SEM can help organizations to optimize their marketing and gather more audience and create more customers. Search Engine marketing is also a method of business analytics, which is mainly aimed to provide useful information for organizations to find business opportunity and generate profits. Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3%, and Chinese search engine Baidu is fourth globally with a share of about 0.68%. It may also be self-serve or through an advertising agency.ДЄs of October 2016, Google leads the global search engine market with a market share of 89.3%. Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing. In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. advertisers spent US $24.6 billion on search engine marketing.

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