Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
Generally, "search engine marketing" refers to paid search marketing, a system where businesses pay Google to show their ads in the search results. Search engine optimization, or SEO, is different because businesses don't pay Google for traffic and clicks; rather, they earn a free spot in in the search results by having the most relevant content for a given keyword search.
Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.