What is Search Engine Marketing?
Search Engine Marketing (SEM) refers to paid search advertising—paying to have your website appear in search engine results. While historically SEM included SEO, today it typically refers specifically to paid search (PPC).
SEM vs. SEO
- SEM (Paid): Immediate results, costs per click, stops when budget ends
- SEO (Organic): Takes time to build, no per-click cost, sustainable long-term
Key SEM Components
- Keyword Research: Finding terms your audience searches
- Ad Creation: Writing compelling ad copy
- Bid Management: Setting and adjusting keyword bids
- Landing Pages: Pages users arrive at after clicking
- Conversion Tracking: Measuring results
SEM Best Practices
Start with high-intent keywords that show buying signals. Create tight ad groups with relevant keywords. Write ads that match search intent. Use negative keywords to filter irrelevant traffic. Continuously test and optimize based on data.