Every day millions of people use search engines to find what they are looking for.
It might be a pizzeria somewhere around, a new car, legal services or anything else, but what is the most important, it may be exactly what you want to sell and moreover, they may be interested just in your offer.
Search engine marketing (SEM) is the promotion of your website using search engines as the advertising channel. In other words, driving to your website people who are already looking for the products and services you offer.
There are non-paid and paid approaches to SEM.
Non-paid approach to SEM refers to Search Engine Optimization (SEO), which incorporates a set of actions aimed at gaining higher rankings for certain keywords in natural search engine results.
Paid approach to SEM means that you pay search engines to become visible to the target audience, launching Search Engine Advertising Campaigns.
Both paid and non-paid approaches have their pros and cons. The paid approach (paid ad campaigns) is fast and effective. However, if you want to sustain the results, it becomes a fixed cost in your marketing budget. The non-paid approach (search engine optimization) requires more time and effort, but the results are much more permanent and over time delivers new visitors virtually without any additional marketing effort.
The two approaches provide the best results when they are used together. Search engines pay close attention to the quality of pages which are advertised. As a consequence, having a search-engine-friendly site, you will benefit in terms of expenses for your paid ads. Thus, buying placement for your ads, you generate highly-targeted traffic, when, where and the amount you wish. Meanwhile SEO reduces the amount that you pay for this and also delivers free natural traffic from the search engines.
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