SEM is an acronym for Search Engine Marketing. It refers to a form of Internet marketing involving the promotion of websites by increasing their visibility in search engines. SEM comprises SEO and PPC activities, which complement each other. The former is responsible for the long-term work of optimising a website, while the latter enables quick results at an appropriate cost.
Most comprehensive marketing campaigns are based on these two pillars. The result of conducting promotional activities on “both fronts” is not only to increase website traffic or the number of conversions, but also to build the brand image online. Sometimes, however, it turns out to be more beneficial to carry out SEM activities via only one channel at a time: SEO or PPC. The main objective of SEM is to increase website traffic and generate more conversions, such as sales, registrations or newsletter sign-ups. One popular tool used in SEM is Google Ads, which allows you to create paid advertising campaigns targeting specific keywords.
SEM versus SEO: Differences and similarities
While SEM focuses on paid advertising, SEO (Search Engine Optimisation) aims to improve the visibility of a website by optimising the content and structure of the site according to search engine algorithms. Both SEM and SEO aim to increase website traffic, but differ in their approach and strategies.
Benefits of using SEM
- Increased visibility of the website in search results
- Faster results compared to SEO
- Precise audience targeting
- Controllable advertising budget
- Effective tracking of results and optimisation of campaigns
How do I get started with SEM?
- Define your campaign objective (e.g. increase website traffic, generate sales)
- Choose the right keywords
- Set an advertising budget
- Create attractive and compelling adverts
- Monitor and optimise campaigns to achieve better results