The correct translation of Search Engine Marketing (SEM) is that it is the combination of Search Engine Optimisation, Paid Search, or PPC (pay per click) and Paid Inclusion.
All these activities centre on placing your website in front of your intended audience.
Organic listings are not paid for but you achieve top listings by merit i.e Google or other search engines judge your site to offer its visitors a “good information experience”. It does this by sending a Googlebot, to ‘spider’ your web site page to understand what the page is all about. Structuring it appropriately with well written relevant content starts you on your way to good listings. See Search Engine Optimisation for a more detailed explanation of the process.
PPC and paid inclusion are more like traditional advertising. Positioning in the ad listings is determined on how much you pay per click balanced with the ‘Quality Score’ you get from the search engines. See our paid search section to understand more about how we can help you with a campaign. This might include positioning adverts on specific sites that allow such advertising or show up automatically on what Google call relevant sites.