What is Search engine marketing?

Search engine marketing is the process of increasing the visibility of a website on a search engine results page.

The most common strategy which can be implemented is PPC (Pay-per-click), a paid form of advertising that enables you to bid on specific keywords, which will advertise live, when users search for those specific keywords.

There is an organic approach to Search engine marketing, known as SEO (Search engine optimisation). This strategy will also help your website to rank higher on search engine results pages, however this strategy can be implemented and executed free of charge.

What are the benefits of SEM?

• Allows different types of adverts to be displayed
• Can be monitored
• Can be optimised
• Can produce good return on investment
• Increases website traffic
• Targets desired target audience

SEO vs SEM

Both approaches can be beneficial to businesses, depending on what the set targets are. The key differences are:

• SEO focusses mainly on a website’s ranking, whereas SEM is seen to focus on website traffic as well as visibility, utilising both organic plus paid channels.
• SEO includes optimising your website however SEM prioritises paid advertising
• SEM can return quicker results, as long as advertising spend continues
• SEO as an organic strategy is a much more long-term approach, typically needing months to yield good results

What is the importance of SEM?

Search engine marketing is the reason why businesses are able to reach their target audience and have great online visibility for anyone who wants to find them. By executing SEM, businesses can direct traffic to their website, in hope of converting this traffic into sales.

SEM campaigns will enable business to view their analytics in the platform they use, in order to monitor performance and make appropriate amendments to their strategy, to increase their return on investment.

SEM also allows businesses to remain competitive in the crowded online market space. To remain competitive businesses need to aim to be ranking on the first results page on search engine results pages, to ensure that their efforts are seen ahead of their competitors.

Lastly, SEM allows for greater brand awareness. Being seen more visibly online on search engine results pages, can be the difference between the number of sales and traffic directed to your website. In addition to this, it can also allow you to become a more trusted brand.

According to Forbes, “A brand’s value isn’t only built on the quality of its products or services, but also on the confidence consumers have in its ability to deliver. Without trust, even the most innovative marketing strategies will struggle to generate lasting impact”.