The fundamental concept on which to base SEO and SEM campaigns is the keyword. Each search engine offers results based on specific keywords entered and searched by the user, these words are also known as queries. Therefore, it is important that your website appears under the most searched keywords that relate most to your business or the content that your business wants to promote.
SEM and SEO are two different positioning systems on a search engine:
Being in a good position is key to leveraging the full potential of an important tool like a website.First of all, you need to know that your website is not only a display where you can show your products or services but it is also a way to reach your target audience.
Natural positioning (SEO – Search Engine Optimisation) on a SERP (Search engine results page) comes through a series of optimisation techniques to make the website very similar to the evaluation parameters of the engine itself.
Between SEM and SEO, the latter one needs more effort to reach effective results; organic optimization has very high potential, but takes a longer time to work.
SEO activities mainly include:
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 digital marketing 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 online ad appears, the safer it is considered so it will be clicked on by the user. This is the reason why SEM campaigns are so effective.
The main activities of SEM campaigns are: