What is SEM?

August 3, 2018

Search engine marketing (SEM) is a form of online marketing that involves the promotion and management of websites by increasing the site’s visibility in search engine results. This is primarily achieved through paid advertising. SEM may be incorporated with search engine optimization, which adjusts the website content and the site architecture to achieve a higher ranking in search engine results pages to enhance pay-per-click listings. This enables advertisers to bid on specific keywords and key phrases, and ensures their ads will appear higher up in the search engine recommendations.

Search engine marketing uses five methods and metrics to optimize websites.

  1. Ensuring the site can be indexed in search engines.
  2. Finding the most relevant and popular keywords for the site and its products or services; and,
  3. Using selected keywords on the site to generate and convert traffic.

A follow-up on keyword analysis and research is the search perception impact.

The more advertisers are willing to pay for clicks, the higher the ranking for advertising will be, which in turn leads to higher traffic. Investors must consider their ROI to determine whether the increase in traffic is worth the increase in price of SEO and SEM services available on the market at this time. 

Here is the main reason investors choose to use SEM even at the higher prices: SEM can build traffic quickly based on the degree of competition. Consumers use search engines multiple times a day to find all kinds of information. Studies show these potential customers tend to trust and focus on the links shown at the top of the first results pages; hence the importance of SEO and SEM. However, a large number of online sellers do not buy search engine optimization to obtain higher ranking lists of search results, and prefer paid links instead. This being said, it is virtually impossible for advertisers with limited budgets to maintain the highest rankings in an increasingly competitive search market.



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