Qu’is the SEM or Search Engine Marketing ?
SEM (Search Engine Marketing) refers to the various techniques aimed at optimizing the visibility of a website. Thanks to an efficient SEM strategy, a site can be listed in the first results of search engines. Search engine marketing is a development lever for companies.
SEO : natural referencing, how it works ?
Before approaching the definition of SEM, it is advisable to return on several techniques of referencing. The first one is the SEO (Search Engine Optimization) which is a branch of SEM. Also called natural referencing, it is a set of techniques to optimize the positioning of a website in the SERP or search engine results pages.
In other words, the SEO aims to improve the visibility of a website on Google, Bing and other search engines. A good natural referencing allows to generate traffic on a site and boost the conversion rate. For companies, it is therefore an excellent tool to improve the turnover.
Several aspects must be worked on to obtain a good SEO. It is particularly essential to :
- Offer attractive content;
- Use relevant keywords;
- Take care of titles and meta tags;
- Choosing a relevant URL (adapted to the activity) ;
- Improve the internal linkage;
- Set up qualitative backlinks;
- To propose a responsive design site.
SEA: paid search, presentation
To understand the definition of SEM, it is also necessary to know that of the SEA (Search Engine Advertising). Just like SEO, it is a way to webmarketing technique which allows toimprove the visibility of a website. On the other hand, SEA involvesbuy keywords via platforms like Google Ads (previously Google AdWords) for appear in search engine advertising spaces.
This is why it is also called paid search or sponsored links campaign management.
The SEA quickly optimizes the visibility of a site. In Indeed, it allows him toTo appear instantly on the first page of search results with the mention ” Advertisement “. It also promotes the creation of a qualified traffic as well as the increase of sales, and consequently, the improvement of the turnover.
On the other hand, it is one of the main sources of income for search engines. As an example, paid advertising on Google Ads is the source of more than 95% of the Internet giant’s revenues.
SMO or Social Media Optimization
The SMO (Social Media Optimization) is another component of SEM. It is a more recent SEO technique that consists in improve the visibility of a website through social networks. SMO combines the techniques of SEO with the viral marketing of these communication channels. It not only allows toincrease the notoriety of a company, but also toimprove the positioning of your website on search engines.
Google has indicated that the engagement of social media users indirectly influences the ranking of a site. Thanks to SMO, search engines can estimate the quality of your website.
Companies must take care of several points to optimize their social referencing:
- Publish regularly attractive content on the different social networks;
- Integrate a sharing button on social networks on their website to allow users to share the content that is published;
- Indicate the URL of their site in the description section of their social networks so that visitors can easily go there.
SEM = SEO + SEA + SMO
The SEM refers to theall the free and paid web referencing techniques It also helps to improve the visibility of a site through search engines. It includes SEO, SEA and SMO. The definition of SEM indicates its importance for companies.
Indeed, it allows them to generate more qualified traffic on their site. It also promotes thelead acquisition that will eventually turn into leads then in customers. Therefore, it is essential for brands to implement an effective search engine marketing strategy. To do this, it is advisable to solicit an agency Search Engine Marketing .
In 2021, the number of Internet users in the world will reach more than 4.66 billion. A company has every interest in being visible on the Web to perpetuate its business. Thanks to a good SEM strategy, your company will benefit from an improvement in the performance of its site and will be able to stand out on the Web.