What is SEM (Search Engine Marketing)?
SEM is a comprehensive digital marketing strategy used to increase a website’s visibility on search engine results pages (SERPs). It is an “umbrella term” that includes both paid tactics (like PPC) and organic tactics (like SEO).
SEM Key Components
SEM is a combination of strategies, not a single formula:
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PPC (Pay-Per-Click): Using paid ads (e.g., Google Ads, Bing Ads, etc.) to appear at the top of search results.
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SEO (Search Engine Optimization): Using organic tactics to earn a high ranking.
The “Who, When, and Where” of SEM
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Who implements SEM? This is managed by SEM specialists or integrated digital marketing teams who understand how to balance both paid (PPC) and organic (SEO) strategies.
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When is it used? SEM is an overarching, continuous strategy. It’s used when a business wants to dominate the search channel, using PPC for immediate results while building long-term SEO for sustainable, free traffic.
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Where is SEM applied? SEM is applied exclusively within the environment of search engines like Google and Bing. It’s a strategy to manage a brand’s total visibility on the search results page.
Significance
SEM is vital because it leverages the two primary ways to get traffic from search engines. By using both SEO for long-term credibility and PPC for immediate, targeted results, brands can maximize their “Share of Voice” and capture users at all stages of their journey.
How to Improve SEM (Summary)
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Integrate SEO and PPC keyword data.
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Use PPC data to test keywords before committing to a long-term SEO strategy.
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Align ad copy (PPC) and on-page content (SEO) for a consistent user experience.
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Analyze competitor strategies across both paid and organic search.