Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). SEM involves both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).
SEO is the process of optimizing a website for Google search with the goal of earning higher web traffic levels and improving the visibility of the site. SEM is the process of driving traffic to a website by paying for ads on search engines. These two strategies are often used together to achieve the best results.
The term SEM was first used in the late 1990s, but it didn’t become popular until the early 2000s. Google Adwords, which is now Google Ads, was one of the first paid search platforms. It was followed by Bing Ads, which is now Microsoft Advertising.
While SEM was originally used to describe the process of buying ads on search engines, it has since evolved to encompass both paid and organic strategies.
Paid search results are the ads that appear at the top of SERPs. These are the results that advertisers pay for, and they are distinct from organic results.
Organic results are the web page listings that appear as a result of the search engine’s algorithm. Google and other search engines use complex algorithms to determine the order in which websites are listed in SERPs. This process is known as organic search.
The main difference between SEM and SEO is that SEM is a paid form of marketing, while SEO is an organic form of marketing.
Calgary Search Engine Marketing is an effective way to drive traffic to a website in the short-term. However, it is important to note that SEM is just one part of a larger internet marketing strategy.
In order to be successful in the long-term, a website needs to employ a comprehensive digital marketing strategy that includes SEO, social media, content marketing, and more.
The challenges of search engine marketing
The challenges of search engine marketing (SEM) can be divided into two broad categories: the technical challenges and the strategic challenges.
The technical challenges of SEM relate to the fact that the algorithms used by search engines are constantly changing, and that there is a lot of competition for keywords. As a result, it can be difficult to maintain a high ranking for a particular keyword, and it is also difficult to track the effects of changes to a website on its search engine ranking.
The strategic challenges of SEM relate to the need to plan and execute a SEM campaign in a way that is consistent with the overall marketing strategy of a business. In particular, it can be difficult to ensure that the keywords that are being targeted are relevant to the products and services that a business offers.
It is also important to ensure that the SEM campaign does not conflict with other marketing activities that are taking place.