SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google
Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with
AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to
contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword
analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and
updated frequently to reflect evolving best practices.
In some contexts, the term SEM is used exclusively to mean pay per click advertising, particularly in the
commercial advertising and marketing communities which have a vested interest in this narrow definition. Such usage
excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and
Creating the link between SEO and PPC represents an integral part of the SEM concept. Sometimes, especially when
separate teams work on SEO and PPC and the efforts are not synced, positive results of aligning their strategies can be
lost. The aim of both SEO and PPC is maximizing the visibility in search and thus, their actions to achieve it should be
centrally coordinated. Both teams can benefit from setting shared goals and combined metrics, evaluating data together to
determine future strategy or discuss which of the tools works better to get the traffic for selected keywords in the
national and local search results. Thanks to this, the search visibility can be increased along with optimizing both
conversions and costs.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social
media to influence consumers that one companyâ€™s products and/or services are valuable. Some of the latest theoretical
advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return
on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also
integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For
example, some of the attention is placed on the web page layout design and how content and information is displayed to the
website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better
results than focusing on only one pillar.