How to implement search engine marketing (SEM)?

A search engine is a search tool that automatically references web pages on the Internet using a program called spider or robot that crawls and crawls the web or after submission of URLs by a site manager .
After indexing, the content of each page is analyzed and the pages are classified in order of relevance in the results pages ( SERP ) according to the keywords entered by the users during their queries on the search engine.

The best known and most used of the search engines is obviously Google which trusts more than 90% of the searches carried out in France.

The commercial stakes linked to a favorable presence in the engines (if possible on the first page) are considerable, because the search engines are an essential passage point for Internet users in search activity. The techniques allowing to profit from the search activity carried out on the engines constitute the essence of search marketing .

Optimizing the presence on a search engine can be done through natural referencing or commercial links .

For some time now, there has been a partial shift from the search engine logic to a response engine logic
Search engine marketing (SEM) is the practice of marketing through search engines such as Google, Yahoo, or Bing. Search engine marketing can be split into three categories: Search Engine Optimization (SEO), pay-per-click advertising, and pay-for-inclusion.
SEM is important for businesses with a website, as a way to get traffic to a website, and therefore increase customers. SEM can be cost-effective, particularly with organic optimization, as this is free. With pay-per-click, a limit can be set to the amount willing to pay per day, ensuring that this marketing strategy stays in budget. .
The search engine marketing is now considered as the main marketing channel online. The reason ? SEM differs from conventional forms of advertising. It is a process declined in several techniques, as with the sponsored links (the SEA, that is to say a paid referencing), or still the natural and free referencing (SEO).
SEM is a form of pull marketing, unlike push marketing. Push is the traditional form of marketing which consists in pushing a product towards the consumer. The consumer does not necessarily think of buying your product, it is up to you to create a need at home. In the case of SEM, it is a question of pull marketing, that is to say of “drawing” the customer towards your product. In this case, the customer searches for specific information according to his needs. For example, by searching: "buy shoes online" or "pizza delivery". The purchase intention is already present, unlike the pull marketing. SEM therefore makes it possible to generate highly targeted advertisements which are perceived more positively by Internet users.

Search Engine Marketing on Search Engines

In most countries, a search engine dominates the market: Google. The Californian giant has more than 95% market share in France . Next to this monopoly, competitors such as Bing and Yahoo appear pale. It is for this reason that the natural SEO strategy in France mainly focuses on adapting to Google's SEO algorithms. On the American continent, Microsoft's Bing search engine has a larger market share, between 10% and 30% depending on the sources. Russia and the People's Republic of China are an exception to Google. These two search engines are specific to these two countries and are leaders in their market, Yandex for Russia and Baidu for China respectively.

What is the difference between SEA and SEO?

SEA and SEO are two separate branches of Search Engine Marketing . The objective is identical: optimize your website to increase traffic (number of visitors). However, the tools used in SEO and SEA are different. SEA is advertising for search engines. This technique allows you to reach the first page of Google Search instantly, but this SEO is not free. SEO is a so-called "natural" SEO technique. We are working on optimizing the site in the long term. SEO offers a wider range of tools, allowing you to improve your SEO for free on search engines.

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