Search Marketing

Search engine marketing has two aspects: natural search (visibility in search engine query results based on relevance/ranking, also called SEO) and paid search (pay-per-click ads that appear adjacent to natural search results also called SEM.) Putting a good foundation for natural search in place on your main website is an absolute requirement. Paid search is something you might use tactically. One of the great benefits of SEM is not just the traffic it can bring, but also the fact that you can use it as a type of testing mechanism and get results that can then inform natural search and overall messaging. SEM can also be useful to provide coverage for your SEO campaign by filling in gaps where your rankings fall short for important keywords.