What is Search Engine Marketing?
Search Engine Marketing (SEM) integrates all marketing efforts to enhance a business’s presence on the internet’s search engines, mainly through site optimization (SEO) and pay-per-click (PPC) campaigns. Although some people associate SEM exclusively with PPC, it covers both paid and organic search strategies aimed at capturing search traffic. SEM professionals undertake content marketing, managing bid auctions, and writing ads to fulfill user needs. A combination of SEO and PPC allows marketers an instantaneous and lasting presence on searches.
Examples of Search Engine Marketing include: creating a Google shopping advertisement for “fitness trackers,” optimizing window titles for “best running shoes,” and creating Bing remarketing lists for site visitors.
Related terms: PPC, SEO, paid search, organic search