By using search engine marketing (SEM) within the online marketing and advertising campaigns, I will take all measures for attracting visitors to your website via web search. Through search engine marketing I will optimize your website for search engines (Search Engine Optimization, SEO) and, depending on your strategy of investment in these campaigns, we can start also a search engine advertising (SEA). Within the SEM campaigns I will insert promotional ads, so-called sponsored links (paid listing), based on the main keywords, advertising on the search results page refers.
The aim of search engine marketing is to improve the visibility within the search engine results pages. There is a distinction between the organic search results, which can be affected by a search engine optimization, and buying advertisements within the search engine marketing campaigns. The search engine marketing lead to ads on one of the top places in the search engine results pages. The organic search engine results, that can be improved within the search engine optimization, are not in competition with advertising. For both result lists are predefined areas on the result page. Both the organic search results and the ads are based on your own ranking factors that have a certain weight within the search engine algorithms. Neither of the two lists of results has an impact on the appearance of others. Ads serving the advertising display are based on the keyword advertising principle, that is, to buy a position on the first page of search engine results for specific keywords. In the large general search engines like Google, Yahoo and Bing, paid search results are summarized in one or more advertising blocks, visually different from the unpaid (organic) results.
Besides the direct promotion of products, the search engine marketing is also gaining in public relations and corporate branding, becoming increasingly important.
During the search engine marketing campaigns to place your web pages at the forefront within the search engines, I will use natural, non-manipulative methods, valued by the search engines. In search engine optimization, I will comply with the guidelines of the search engines, avoiding manipulation that can be classified as spamdexing.