SEO Glossary: Search Engine Marketing - All You Need To Know!

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In a nutshell: What is search engine marketing?

Search engine marketing (SEM for short) is an important part of online marketing. This includes all measures to position a website in search engines. The organic and paid areas are used for this.

What is search engine marketing?

In English, search engine marketing means "search engine marketing", hence the abbreviation SEM. It is impossible to imagine online marketing without it, so that SEOs and companies can position themselves specifically in well-known search engines such as Google, Bing and Co.

Search engine marketing is basically divided into the areas of Search Engine Optimization (SEO) and SEARCH ENGINE ADVERTISING (SEA).

The aim is to use search engine marketing to position the company's own website in such a way that traffic is directed to it. Interested parties and potential customers then enquire about a product or service, so that a lead or sale is generated in the further course.


In the following, the two search engine marketing sub-areas will be discussed in order to better understand the whole:


  • Search Engine Optimization (SEO): Webmasters and SEOs strive to use certain measures to position their website as high as possible in search engine results. Accordingly, more traffic flows to the site, which means more actions in the form of leads and/or sales, for example.


  • Search Engine Advertising (SEA): Here, webmasters and marketers create advertisements that appear in search engine results. They are targeted and suitable for a specific target group, who are looking for sneakers from a particular manufacturer, for example.

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How does search engine marketing work?

Nowadays, many marketers increasingly rely on search engine marketing and resort to SEO and SEA. Search engine marketing offers the advantage that it uses a specific approach.

Other advertising channels such as e-mail marketing and display advertising work increasingly with push strategies. SEM, on the other hand, uses pull marketing. This means that interested parties and potential customers search specifically for a certain product or information. They therefore have an intention and receive the appropriate response through search engine marketing.

So directing such search queries to a website with the help of SEO and SEA proves to be quite useful. Because search engine users get exactly what they are looking for.

Another advantage is that the above-mentioned approach of targeting users means that wastage is much lower than with other classic online marketing channels. Accordingly, the costs are also more manageable and can be better controlled.


Which search engines are suitable for SEM?

Search engine marketing (SEM) is possible with almost any search engine. Google has its nose right in front and a very large market share. This is also the reason why many marketers are fixated on the world's largest search engine.

But there are also exceptions. For example, if marketers want to address the American market and win over interested parties and customers here, Bing is also quite suitable. The situation is similar if Russian and Chinese prospects are to be addressed. Yandex and Baidu are ideal for this.

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Conclusion on search engine marketing

In order to attract interested parties and potential customers, search engines are the linchpin nowadays. It is therefore all the more important to master the individual elements of search engine marketing 1:1 and to position oneself here in the organic and paid areas. For this, the two methods of search engine optimization (SEO) and search engine advertising (SEA) are basically available.


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