At Inbound, we view Search Engine Marketing (SEM) as the core component of any successful digital marketing campaign. We define SEM as the combination of two key internet marketing tactics: Search Engine Optimisation (SEO) and Search Engine Advertising (SEA).
The Search Engine Marketing Mix
Components of Search Engine Marketing
With today’s consumers increasingly going online to research and purchase products and services, Search Engine Marketing provides businesses with a choice of two distinct yet complimentary acquisition tactics to target prospective customers by leveraging both organic (via SEO) and paid (via SEA) traffic.
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To distinguish between the two concepts, below is a screen shot of a Google Search Engine Results Page (SERP). Organic (free) listings are highlighted in the green box; paid listings (advertisements) are highlighted in the red box.
The respective locations of SEO (green box) and SEA (red boxes) results on a Google search results page.
There are overlapping principles between both SEO and SEA in terms of keyword research, keyword selection and landing page optimisation. Both concepts have their individual strengths and weaknesses depending on the overall marketing strategy and the specific needs and requirements of the business.
Inbound actively works with businesses to understand their products and services, their business and marketing strategies, the business and competitive environment and, most importantly, their goals and objectives. Inbound helps businesses craft relevant, targeted and measurable Search Engine Marketing strategies to maximise return on investment both in organic search and paid search.
You can read more information about our SEO services here and our SEA services here.
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