Search Engine Marketing (SEM): Analyzing Consumer Behavior for Search Engine Usage

Search Engine Marketing is one of the most commonly utilized digital marketing strategies. However, it is also relatively new and unstudied. A study is necessary to address how consumers are interacting with search engines both organically and through paid sponsored results. First, information must be compiled on what the current industry best practices are when marketing through search engines. This means acquiring data on how marketers are using Search Engine Optimization and Paid Search campaigns to target their customers and potential customers. Next, information must be gathered on what current research exists regarding the consumer behavior of search engines. In other words, how, where, and why are users searching? Finally, a study will be conducted surveying 385 college students to address unanswered questions about how younger generations are searching and where the future of search lies.