Search Engine Marketing (SEM)
Search Engine Marketing, SEM, covers the field of using search engines to generate traffic to your website. The field makes use of 2 main disciplines:
- Search Engine Optimization (SEO) which aims to elevate the position of your site on the search engine result list, and
- Pay-Per-Click (PPC) advertising, which uses ads to attract people’s attention when they perform a search, by paying the search engine to display the ad in a prominent spot.
Some PPC ads are run on sites other than search engines, but basically all PPC ads are created around a set of Keywords or keyword phrases. The site displays the ad when the keywords entered by the user to initiate the search (or to arrive on the site being paid to run the ad), match the keywords used in the ad.