Search Engine Marketing (SEM) the steps taken to increase relevant traffic to your website, through higher rankings on search engines. Traditionally SEM is made up of two processes: “organic” search engine optimisation (SEO) and pay-per-click advertising (PPC) also known as cost-per-click (CPC) advertising, through search engine services such as Google Adwords and Bing Ads.
While SEO and SEM are very closely intertwined, there are some differences between the two products. Search engine optimisation is focused on improving your site in order to increase your organic search engine rankings.
SEM marketing will position you in the “Ad” slots, while SEO will help you rank well organically. Essentially, you pay to show your ads to users who are actively searching for the keywords you’re targeting. You don’t need a high site authority in order to be able to show up on the first page of Google when you’re willing to pay for it.
Google AdWords is a great part of any SEO strategy. Its interface allows for placement advertising, which means PPC marketing has the ability to advertise across the entire Internet, and is not just limited to search engines.
Another part of SEM is Social media Marketing (SMM). This includes advertising services on social media sites like Twitter, YouTube, Facebook, and LinkedIn. Making sure your content and links are placed (where necessary) on these social media sites can increase your influence in user search engine queries. SMM is a rapidly growing area of Internet marketing.