What is Search Engine Marketing (SEM)?
Search engine marketing is a method of promotion and advertising to help business content rank higher among search engine traffic.
Like search engine optimization (SEO), search engine marketing (SEM) helps businesses improve how content is ranked by search engines. SEM helps companies bring their products and services to the attention of audiences who are ready to buy.
SEO vs. SEM
Although there are many tactics involved in SEO and SEM, SEM mainly focuses on gathering traffic through paid advertising. Marketing departments identify keyword terms that can attract interest groups to a website page. Just like with SEO, SEM identifies keywords through keyword research analysis to identify the keywords the audience is searching for.
Another aspect of SEM is the development of website architecture. SEM and SEO benefit from website pages that are easy for search bots to crawl and include logical links to other websites, etc.
Marketing departments are the primary beneficiaries of SEM. By paying for certain keyword terms, they can drive inbound traffic to websites. SEM helps increase traffic by making products and services appear more prominently through paid advertising. While website browsers can benefit from SEM by having products and services more easily brought to their attention, they should also be wary of website activity that is misleading or does not meet their needs.
This was last updated in October 2021
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