The Ultimate Guide to SEM (Search Engine Marketing)

Search Engine Marketing, or SEM, is one of the most effective ways to grow your business and reach new customers. While it’s critical you employ organic strategies to attract traffic over the long-term, sometimes, you can’t properly compete on the SERPs without putting money behind it — and that’s where SEM comes into play. For instance, consider what happens when I type “summer shoes” into Google: Zappos clearly has an effective SEO strategy, since its “Summer shoes” page ranks first organically. However, their paid “Summer Shoes” ad, circled above, ranks as the first search result overall. With 35% of product searches starting on Google, and the average Google search lasting only a minute, it’s critical your business’s product or service appear at the top of a SERP when a user is searching for it. This isn’t always possible organically, particularly when other businesses are paying to ensure their products appear above yours. When this is the case, it’s critical you invest in a SEM strategy. What is SEM? SEM, or search engine marketing, is using[…]

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