SEO and SEM to keep you at the top of search engine results
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SEO and SEM.

During an online search, hardly anyone goes beyond the first page. This is because the brands in the top positions are considered trustworthy.
But how do they get the top positions?
There are two methods that can work in parallel, with SEO and SEM activities.
SEO acts on an organic level to increase trust in the website with on-site activities, optimising the code so that it follows the search engine’s algorithms, and offsite activities like link building.
SEM, on the other hand, uses the Google Ads network to structure ads based on keywords, in order to intercept customers where they are most interested: during an online search.
While with SEO the growth plan takes a bit longer because it requires continuous optimisation and solid foundations, with SEM your ads can be seen immediately by the user that is looking for you.
In any case, the result is the same: you come first, every time.

Choosing the right keyword.

The fundamental concept on which to base a search engine campaign is the keyword.
Each search engine offers results based on specific keywords entered (queries). Therefore, it is important to appear under the keywords that relate most to your business or the content that you want to promote.
There are two positioning systems on a search engine:

  • Natural positioning (SEO)
  • Sponsored positioning (SEM)
The first thing to do, whether for natural positioning or sponsored positioning, is to carefully select your keywords.

Natural positioning:SEO.

Being in a good position is key to leveraging the full potential of an important tool like a website.
Natural positioning (SEO – Search Engine Optimisation) on a SERP comes through a series of optimisation techniques to make the website very similar to the evaluation parameters of the engine itself.
These activities mainly include:

  • Selecting keywords
  • Optimising both the page’s source code and content
  • Drawing attention to the site through a series of links positioned on many other sites and portals (link popularity).
The natural results always appear in the main central part of the search engine.
In the dog-eat-dog world of the Internet, getting oneself noticed is a battle against the competition.
It is important to optimise a page or website starting from the code because it relates directly to the search engine’s algorithm. With SEO, it is important to take care of all aspects to improve your position: a website’s popularity and trustworthiness is decided by algorithms that recognise when they are forced and penalise them.

Sponsored positioning: SEM.

Sponsored positioning on a search engine (SEM – Search Engine Marketing) involves purchasing a related keyword package to make a given ad appear that will take the user to the sponsored site.

SEM campaigns are one of the most widely used channels because during an online search, the user’s attention is at its peak. This is why, with the right keyword, the user is intercepted so they can be effectively offered the product or service they were looking for. The higher up an ad appears, the safer it is considered so it will be clicked on.

The main activities are:

  • Selecting keywords
  • Composing the ads
  • Studying the pages where the user will land after clicking
The sponsored results on Google appear at the top and bottom in relation to the content. On other search engines, like Bing for example, they appear on the right-hand side of the search page, too.
It is very important for this to be optimised to ensure the success of a campaign and its performance should be monitored. Changing a keyword or title is often enough to obtain significantly better results.