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What is Search Engine Marketing (SEM) ?

Search engine marketing (SEM) is an online marketing strategy that aims to increase the online visibility of a website in the search engine results pages (SERPs). SEM intersects with search engine optimization (SEO), as it can include strategies like rewriting the content of a website and its architecture to achieve higher rankings. However, search engine marketing generally refers to paid search or pay-per-click (PPC).

Difference between SEO & SEM:

SEO (search engine optimization) focuses on a website and its internal structure. SEO is also focused on geographically local brand representation.

SEM (search engine marketing) is a combination of organic and paid search to drive web traffic and visibility.

How Does SEM Marketing Work?

SEO and SEM should be fundamental parts of your online marketing strategy because the algorithms that power search engines are becoming more sophisticated by the day. That means a well-thought-out paid search advertising strategy has become an absolute necessity if you want to ensure high rankings in the searches relevant to your business.

Tools like Advertising Research can help you monitor competitor’s ad copy and landing pages, which allows you to gain insight into how to optimize your own campaigns as well as what you can do to beat your competition. 


In search engine marketing, advertisers pay for impressions that result in visitors, hence the name pay-per-click. Search engine marketing aims to reach users when they most need the information you have to offer, which makes PPC advertising ideally less intrusive. 

All in all, a well-constructed SEM strategy can also boost your website’s SEO by attracting high-quality traffic. This proves to search engines like Google that your website is an authoritative source, which can in turn boost rankings.

Benefits of SEM:

A good SEM campaign can deliver increased brand awareness and visibility, improved engagement with new and returning customers, more effective advertisement targeting, qualified lead generation, and measurable results.

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