What is Search Engine Marketing?
Search Engine Marketing (SEM) is the act of marketing a website via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities. When done correctly, SEM can do great things for one organization. When done incorrectly or unethically, it can be disastrous.
SEM works because searchers effectively “pre-qualify” themselves when they enter keywords of interest into Google, Yahoo!, or other popular search engines. Of course, the key here is interest: with every search, the consumer is telling us what they want. Now it’s our turn to deliver a targeted ad that compels the consumer to click. By displaying a relevant ad with persuasive copy, we effectively match consumers with the products and services they want to purchase.