SEM stands for Search Engine Marketing. It’s the process of increasing your personal or business website’s visibility on search engines such as Google, Bing, and Yahoo, primarily through paid advertising.
The 2 Main Search Engine Marketing Strategies
Essentially, there are two ways you can do search engine marketing:
- Search Engine Optimization (SEO)
SEO is a free method of SEM that uses a variety of techniques to help search engines understand what your website and web pages are about so they can deliver them to relevant internet users.
SEO techniques include things like using page titles, keywords and descriptions on your website and your web page’s meta tags, providing relevant content.
- Pay Per Click (PPC):
PPC strategy involves paying to have search engines display your website offers or services in or alongside search results. For instance, Google’s Adwords will display your ad at the top or right side of the search results page.
Google will also feed your ads to websites running its Adsense program (Google Display Network).
In PPC advertising, you pay each time someone clicks on your offer. Paid search differs from organizing a search in that you’re paying to have your website, services or offer displayed higher in search results.
Which works best for your needs?
Basically, that depends on your needs. Since PPC costs money, you might want to consider it for services or products that is of monetary value.
Regardless of whether you use PPC or not, you should employ SEO tactics, because it’s free and it does work.