SEM, or Search Engine Marketing, is a digital marketing strategy used to increase a website’s visibility on search engine results pages (SERPs). It involves practices like paid search advertising, where businesses pay search engines like Google to display their ads when users search for specific keywords related to their products or services.
SEM includes both search engine optimisation (SEO), which focuses on improving organic rankings, and pay-per-click (PPC) ads where businesses pay for each click.
Essentially, SEM helps businesses attract more targeted traffic and potential customers by ensuring their site appears prominently in search results.
SEO, or Search Engine Optimisation, is the process of optimising a website to improve its visibility in search engine results pages (SERPs). The goal is to attract more organic (non-paid) traffic from search engines.
SEO involves techniques such as:
1. Keyword Research: Identifying the words and phrases potential customers use in search engines.
2. On-Page SEO: Optimising the content and structure of a website, including using relevant keywords, creating high-quality content, and ensuring easy navigation.
3. Off-Page SEO: Building the website’s authority and trustworthiness through practices like acquiring backlinks from reputable sites.
4. Technical SEO: Enhancing the technical aspects of a website, such as improving loading speed, mobile-friendliness, and ensuring the website is easily crawled and indexed by search engines.
Overall, SEO helps websites rank higher in search results, increasing visibility and attracting more visitors.