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Search Engine Marketing (SEM) Questions & Answers

Search engine marketing (SEM) is often misunderstood—especially when compared to search engine optimization (SEO). Perhaps the most common question is, “What is the difference between SEM vs SEO?” Well, there are differences and both have similar bonds. Let’s take a detailed look at some common search engine marketing questions and answers.

What is SEM and how is it different from SEO?

SEM, Search Engine Marketing, is the practice of using several different methods to reach potential website visitors through search engines. It almost always uses SEO, which is the practice of optimizing a website to automatically and organically rank in the main search engine rankings for free. It’s the same bond between SEM and SEO, but when SEM starts building and expanding on this foundation, things start to get really interesting.

SEM can also use pay-per-click (PPC) advertising to bring in laser-targeted visitors—the type of visitors who can be hand-picked and perfectly primed to convert. And then there are other less common internet marketing strategies, such as social media optimization, that can be worked into a comprehensive SEM plan. The bottom line is that SEM is a more comprehensive, balanced approach than SEO alone, using all the effective ways to use search engines to reach visitors.

Doesn’t all this make SEM more expensive than SEO?

You’d think the extra value added by SEM would make it more expensive. But really, this is kind of a myth. Here’s the deal with SEM, you’re already getting SEO, so it’s like some built in cost. This leaves the additional “cost” of the long-tail pay-per-click component.

The thing is, PPC should pay more on its own when done correctly by knowledgeable experts. Because only PPC ads that convert into high return on investment sales or leads are put into the mix after extensive monitoring and testing, it’s not really an additional expense…it’s a way to generate profitable revenue.

What about the management component of SEM?

For an overall online search advertising campaign that is really going to work with maximum effectiveness and profitability, it is important to use a good SEM management professional.

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