SEM or search engine marketing is a very effective way to increase your presence in search engines and attract highly qualified traffic to your website. For companies, investing in SEM is a way to multiply their visibility and achieve quick marketing results.

What is Search Engine Marketing?

There are certain difficulties when it comes to defining what is the search engine marketing, on one hand there is the official definition of the term and on the other hand, the way in which marketing professionals really use it.

According to the official definition, search engine marketing includes all the tools, techniques and strategies that help us optimize the visibility of websites and web pages in search engines such as Google and other similar sites. We seek to appear among the first results when the user performs a search related to our brand.

Within these results, we can distinguish two types:

  • The organic or natural results are usually displayed in the center of the page and are selected by Google applying a proprietary algorithm. This algorithm assesses both the relevance of the website (that is, the quality of its content and to what extent it fits a specific search) and the authority of the website (links from other pages).
  • The paid results are usually displayed at the top of the page and in a column on the right. Unlike the previous ones, here the advertiser must pay a certain amount for each click on his ad. To hire advertising spaces in search engines, it is necessary to use platforms such as Google Ads.

In theory, the search engine marketing covers both types of results. But in practice, we call techniques aimed at improving organic positioning SEO and techniques aimed at appearing among the paid results SEM. To avoid confusion, from now on we will use the term SEM or search engine marketing only for the seconds.

What value add does search engine marketing have for your business?

  • Generate highly qualified traffic. Generating traffic organically can be a very long and tedious process, in which the results are only seen in the long term. Search engine marketing allows us to accelerate it and get users to our website from the beginning. In addition, we have the guarantee that these users are interested in what we offer, since they themselves have searched for it.
  • Generate visibility. Appearing in the top positions of Google and other search engines, even if the user does not click, makes our brand go associated with a specific need.
  • Generate conversions. In the end, the ultimate goal of Google Ads and other search engine marketing tools is to improve our business results. To do this, we will create optimized landing pages that put users on the path to conversion.
  • Get the most out of your budget, whatever it may be. One of the great advantages of search engine marketing is that it is a suitable solution for companies of all sizes, since the minimum investment is very affordable. On the other hand, if your brand is growing, you can increase the investment and the complexity of your campaigns to keep growing. Also, since you only pay if you get results (in the form of clicks), you make sure that the budget is used to the maximum.
  • Get measurable results and follow up in real time. Search engine marketing solutions such as Google Ads provide us with a large number of metrics on campaigns and allow us to know what is happening at all times. In this way, it is very easy to correct the course to get better results.
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