Search Engine Marketing

What is Search Engine Marketing (SEM)?

Search engine marketing (SEM) can easily be confused with search engine optimization (SEO). Search engine marketing is a digital marketing strategy of promoting and advertising your business online through paid advertising to ensure your company’s products or services are visible on search engine results pages like Google. It also involves getting traffic through unpaid methods like SEO. In summary the goal of SEM is to get traffic to your website through both paid and organic search.

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Search Engine Marketing (SEM) vs Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

Search engine marketing (SEM) and search engine optimization (SEO) are commonly confused digital marketing acronyms and tactics. The end goal of both SEM and SEO is to make your business visible on search engine results page (SERPS). However the major difference between SEM and SEO is that SEM focuses on getting traffic from organic and paid search while SEO only focuses on getting traffic through organic search. In other words, SEO is one of the techniques used in search engine marketing (SEM).

Search Engine Optimization (SEO)

Search engine optimization on the hand, also known as SEO is the practice of improving and optimizing your website content and structure to help it rank on search engine results pages and drive targeted traffic to your website. This traffic is also called organic traffic, because it’s free traffic. Although SEM and SEO have similar digital marketing goals , their major difference stems from the fact that traffic from SEM is paid and while traffic from SEO is free.

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Types of Search Engine Marketing

Use search engine marketing to increase traffic to your website through paid advertising services and search engine optimization (SEO).

Search engine marketing is central for a successful online advertising strategy. Take advantage of SEM to connect with customers when they are actively searching for the type of products or services you provide. Below are the different ways you can use SEM to reach business targets.

Pay-Per-Click (PPC)

Pay-Per- Click (PP) is a a digital marketing technique where you pay each time a user clicks on your ads. The primary types of PPC include: Paid search ads, display ads, social media ads, remarketing ads, shopping ads and more.

Organic SEO

The main goal of organic SEO is to display your business on search results pages (SERP) without relying on paid advertising. It helps your business rank higher on organic search for specific keywords.

Local SEO

Local SEO is organic SEO that has a geographic aspect. It aims at improving your business visibility when people search for the kind of products or services you provide in your specific geographic or local area.

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Search Engine Marketing Benefits!

Immediate Visibility

SEM is often used to provide instant exposure for products and services. While SEO takes time to see results, paid ads provide instant results. That's why combining paid ads and SEO is a good digital marketing strategy.

Brand Awareness

Paid Ads allow businesses to advertise their products or services and provides exposure to their brand. Seeing your brand on search increases brand awareness even if users don't click on your ad.

Right Audience Targeting

SEM provides the opportunity to create highly targeted ads that can be specified based on demographics, location, etc. This ensures that the ads are shown to the relevant audience.

Geo - Targeting

SEM can help with attracting local customers either online or in store for brick-and-mortar businesses. SEM ads can be ran based on a specific location.

Increased Traffic

Highly targeted SEM ads will drive relevant traffic to your website and will increase conversion rates. This will results in more relevant leads and sales.

Measurable Results

SEM campaigns allows to measure your ads performance. Depending on your goals you can evaluate your ads and quickly adjust what is not working to optimize performance.