SEO & SEM
We live in a digitally informed world, where every minute there are millions of people searching for content and millions of people publishing content. This makes it increasingly difficult for search tools like Google to provide you with the most relevant and authoritative content possible.
Google is constantly evolving, and corporate marketing departments need to be aware of and adapt to these changes in order to appear in the top search engines for keywords relevant to their audience.
When tackling an SEO strategy it is important to keep this nuance in mind: your customers are not search engines, but merely humans.
SEM (Search Engine Marketing) describes the different marketing tools to promote a website through search engines and includes both organic search engine optimization and paid search strategies.
While organic searches are based on unpaid natural rankings determined by SEM algorithms, paid search strategies allow you to have your website featured on the Google results page or other search engines (SERPs) when someone types certain keywords or phrases.
Both organic and paid searches appear in the search engine, but the latter are shown differently. It’s important to note that, according to Hubspot, 70% of people prefer to rely on organic results and only 30% are willing to click on paid links.