What is Search Engine Marketing (SEM)?

Search Engine Marketing, also known as SEM, is a form of online marketing that focuses specifically on search engines. Various strategies are used to improve visibility in the search results. This is done by means of organic search traffic and/or paid advertisements. Search Engine Marketing (SEM) is actually the collective name for SEO and SEA. This term covers all possible terms that have to do with search engine optimisation and advertising. 

Definition of Search Engine Marketing (SEM) 

SEM is a very comprehensive concept and therefore stands for all possible strategies that can be applied to improve the position within the search results. This is important. After all, most companies and websites are found through search terms. If you are not clearly visible on those very first pages, this could lead to potential customers going to the competition. Search Engine Marketing relates to all types of search engines. The most well-known search engine is of course Google, but this form of marketing is also used to achieve results in Yahoo, Bing or DuckDuckGo. In our country, most attention will be paid to Google because of its large market share. However, there are also countries where entirely different market leaders exist. Think for instance of Yandex in Russia. 

Search Engine Marketing (SEM) concerns a collective name and can be divided into approximately two categories, namely; Search Engine Optimization and Search Engine Advertising. 

SEO and SEA 

SEO and SEA are two completely different strategies with the same ultimate goal: achieving a higher position in the search engines. 

SEO is based on optimising the website and its content in order to achieve a higher position in the search engines. By improving certain techniques within the website, the number of visitors or conversions is increased. Although optimisation is sometimes done by paying, for example by calling in SEO experts, it can also be done completely free of charge. 

SEO is different. This always involves paid options to end up higher in the search engines. For example, Google has its own paid environment where people can place paid advertisements on their page. The placement is determined by the amount paid.