Search engine marketing (SEM)

What is search engine marketing?

Search engine marketing (SEM) can be divided into two areas.

On the one hand, the Search Engine optimization (Search Engine Optimization: SEO), on the other hand, into search engine advertising (SEA).

The goal of SEM is to improve ranking positions in search engines.

Search engine optimization (SEO)

SEO refers exclusively to the organic optimization the ranking positions. Specifically, this means that on-page and off-page optimizations can improve individual pages to specific positions. keywords be improved.

On-page optimization primarily determines the website's architecture and content.

Off-page optimization, on the other hand, is divided into several sub-areas. These include link building and social media optimization. Link building involves third-party websites linking to one's own. Website link.

These so-called backlinks are considered positive indicators by search engines, as they show them that the content is good because it is being referenced. And search engines reward good content.

Off-page optimization also includes social media optimization (see social media marketing). By strategically using these platforms, more people from the target group can be reached, and the Customer acquisition and the bonding can be optimized.

Today, more than ever, interaction with stakeholders on social networks is considered a very important tool and, in addition to the aspects already mentioned, can lead to the promotion and strengthening of branding and corporate identity.

Search engine advertising (SEA)

SEA is the buying of advertising on various search engines (Google, Bing, Yahoo!) to encourage internet users to visit the website and, ultimately, to buy the products or register for a service.

This means that SEM (Search Engine Marketing), sometimes synonymous with SEA (Search Engine Advertising), is the paid counterpart to natural (organic) search engine optimization.

When is it worth paying for search engine advertising?

Generally speaking, it's always better to rank organically in search engines, because Advertising on the Internet is often perceived as disruptive, and even search engines themselves view purchased advertising critically.

Therefore, organic search engine optimization should always be the first priority.

However, there are situations where search engine marketing makes sense. For example, with new products or companies that are not yet well-known and consequently rank poorly in search engines.

It is important that the online advertisements on Landingpages or websites that encourage users to stay, meaning they are appealing and user-friendly.

Why? It's quite simple: Search engines register when many users visit your site and then click away again within a few seconds.

The automatic “conclusion” of search engines based on this behavior (bouncing) is that your online presence is not relevant.

This causes her to lose points that are needed to appear higher in the search results.

However, if users feel addressed and stay on the page, or even click on further links, then this has a positive effect on the search ranking.

For this reason, search engine marketing can definitely be worthwhile.

How does effective search engine marketing work?

Search engine marketing refers to the advertisements on the first page of search engines, located in the ad section at the top of the page.

Search results that achieved these good ranking positions through SEA are marked as such with a yellow symbol.

SEA includes the area of ​​PPC Advertising (Pay-per-Click Advertising).

As the name suggests, website operators pay a certain amount to the search engine in the event of a click on their site.

The amounts for PPC advertising are very dynamic, as they are negotiated on the principle of auctions. This means that whoever bids the most has the best chance of having the ad placed in the preferred location.

What is important for successful search engine marketing?

You can place a beautiful advertisement on search engines.

But if your website is not appealing or delivers on the promises made in the advertisement, then you might as well throw the invested money into the Rhine.

Search engine marketing with Google

Google is the market leader among search engines. Google's advertising auctions are conducted via... Google Ads carried out.

In addition to website pages that appear in search results for specific keywords, text ads, display ads, or video ads can also be displayed in the Google Display Network.

Conclusion

Search engine marketing (SEM) is the umbrella term for search engine optimization (SEO) and search engine advertising (SEA).