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Paid Strategies to Increase Business Search Visibility in Search Engine Results Pages

This is alternately known as paid search media where brands pay to appear as search results on search engine results pages. Many may ask what is the difference between Search Engine Marketing (SEM) and Search Engine Optimization (SEO)? SEO mainly focuses on optimising a website from organic search results, however SEM is to get traffic and visibility from both organic as well as paid. If there is a particular service that is not listed below, do not hesitate to contact us!


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What is Search Engine Marketing (SEM)?

Search engine marketing (SEM) is a digital marketing strategy that uses paid strategies to increase search visibility in search engine results pages. Brands would pay for ads to appear on your search results to capture the attention of their target audience and increase the chances of them clicking into your website. Search engine marketing is also alternately referred to as paid search or pay per click (PPC).

What is the difference between Search Engine Optimisation (SEO) and Search Engine Marketing (SEM)?

The main difference is that Search Engine Optimization (SEO) is focused on optimizing a website in order to get traffic from organic search results. On the other hand, the goal of Search Engine Marketing (SEM) is to get traffic and visibility from both organic and paid search.

Search Engine Optimization (SEO)

SEO is the method of taking steps to boost your website to rank higher on Google, allowing it to be more visible and drive more traffic to your website. This would eventually increase your leads as well as conversions as research has shown that people tend to click the first website they see on their search result. As your trusted digital marketing partner, we will optimize your website content and performance until it ranks at the top of the page organically on different search engines.

Search Engine Marketing (SEM)

While SEO provides organic boosting on your website ranking on search engine result pages, Search-engine marketing is the method that pays search engines to get your advertisements to appear on their search results. These advertisements can come in the form of text or graphics. The ad usually appears on the top of search result page and these advertisements will be labeled as “Ad” when your target audience will see them in the search results list. This is also the main source of income for search engines providers like Google, Bing, Yahoo, etc.

Paid Submission

Paid submission is the method of listing your company’s information to paid online directories into search engine index. These directories would have editors who will manually review the submissions. After the submissions are approved, they will list it permanently which will in return help to increase your brand’s online citation. This would affect your business’s visibility in search engines. Additionally, this method would assist your brand to improve your accuracy of data such that search engines can index about your business online.

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Why is Search Engine Marketing Important?

Search engine marketing (SEM) essentially acts as a filter for the wealth of information available on the internet. With this filter, it allows your target audience to quickly locate your brand and increase your brand’s awareness, without the need to wade through numerous irrelevant web pages.

Moreover, it helps to generate qualified traffic to your website. The higher your brand ranks in search engines, the more likely your target audience will visit your website and prefer your ​​offerings. With paid ads, it offers better Click-Through-Rate (CTR) and higher conversions than more passive forms of marketing. This is due to the fact that Paid-Per-Click (PPC) is more easily customized, it allows you to target specific keywords intended for your target audience.

Brand Awareness

Search Engine Marketing (SEM) not only helps to generate qualified traffic to your website but also expose your brand name in various segments such as ad’s headline, description, display URL, etc. All these help to increase your brand awareness especially when they often appear on the top of search engine results pages. As your product or service ranks higher in search engines, this would allow your target audience to visit your website and may even recommend your offerings to people around them. Overtime, this SEM would be a trusted advisor or provider for your business to increase brand awareness.

Quick & Easy Implementation

These advertisements are relatively easy to implement and manage. Google ads allow you to set up a schedule for each of your respective campaigns and you are given a choice to start or stop your ads at whatever time you want. While it may take some time to see the full impact of your campaign, it is rather flexible and configurable to set up its budget as well as the performance measures. Change can be done on an ad-hoc basis to tailor to your website content or behaviour of target audience. This would help to optimise your business’s ads and increase more traffic to your company in a short period of time.

Right Audience at the Right Time

Search Engine Marketing (SEM) is often used as a short-term strategy to reach specific audiences based on their search intentions. This brings fast visibility to your product or service as your ads appear only to your target audience who search using keywords closely related to your product or service. Compared to SEO, paid search ads bring quick results as they allow your business to target your audience instantly. This is especially so when the right keywords are chosen for which your ads will trigger and appear. By doing so, you are getting your ads to appear in front of your highly engaged target audience – all for a low cost and without having to impose on them.

Measurable Performance

Search Engine Marketing (SEM) gives businesses the opportunity to test their ads and allow for precise success tracking. SEM allows businesses to gather results from various campaigns to undertake in-depth campaign analysis to optimise your brand’s keyword mix to improve the campaign performance. Google ads allow you a comprehensive range of performance indexes to analyse your businesses’ performance. Regardless of your campaign goals, we are able to identify what your business needs to optimise for better performance in the future, especially when it comes to budgeting.

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Seeing is believing, and for many people the deciding factor of whether or not to commit to your product/service relies on the ability to witness it in action. 

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2023 Digital Marketing Trends & Insights

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