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What is SEM (Search Engine Marketing)?

6 minutes of reading
What is SEM (Search Engine Marketing)?
Category SEM

Are you looking to improve your website’s visibility and reach? Search engine marketing is an effective way to do just that. In this blog post, we’ll discuss everything you need to know to plan a successful SEM strategy. From understanding what it is to developing an effective campaign strategy – we’ll cover it all.


Introduction to SEM

Search Engine Marketing is a powerful tool for driving traffic to your website and increasing your online visibility. With the right SEM strategy, you can attract more potential customers, generate leads, and grow your business.

At its core, SEM is an advertising technique used to target users who are actively searching for what you offer. It is a way of getting your business in front of the right people at the right time. It uses search engines like Google, Bing, and Yahoo to show your ads to people who are looking for products or services related to yours.

In this blog post, we will provide an overview of Search Engine Marketing and explain how to plan and execute a successful strategy.


  • Increase in conversion, i.e. acquiring customers interested in our offer.
  • Improved authority and visibility. As you work, your ranking will increase due to increased traffic, changes in user behavior and increased loyalty, as well as the emergence of new backlinks.
  • Increase in sales. Thanks to SEM, high-quality traffic is attracted. This means that those users who have entered the site are ready to buy and are more likely to make a purchase.
  • Almost unlimited range extension. The number of new inquiries on various topics is constantly growing, so in theory you will always have the opportunity to reach new audiences.
  • Interaction improvement. SEM encourages the user to click on your link, not on the competitor’s link.
  • Improvement of brand awareness and reputation. The constant presence of the website on the first positions in the search engine allows you to increase its recognition. Even if the user does not click on your link, your company will remain in his mind.

SEO and SEM: similarities and differences

SEO is a method of improving your website’s visibility in search engine results. It involves optimizing your website and its content with keywords and other strategies to make it easier for search engines to understand what your website is about. It focuses on organic search results, meaning that when someone types a keyword related to your business into a search engine, they will see your website listed among the top results.

On the other hand, SEM is an advertising strategy that uses paid search ads to get more visibility in search engine results. You bid for specific keywords related to your business and pay whenever someone clicks on your ad. This makes it possible for businesses of any size to compete for visibility in search engine results.

Note: However, remember that the best strategy involves both of these elements combined with each other. Then you can get the highest scores.

Basic steps

First things first: the target group

The most important factor is to understand your target audience. Before you start implementing any tactics, you need to know who you’re trying to reach and what kind of content will resonate with them. By conducting research into the types of people you want to target, you can better develop effective communication. This could include researching demographics, interests, and behavior, as well as analyzing competitor strategies to see how they are targeting their customers.

Developing goals

It’s essential that you establish clear goals and objectives first. After all, if you don’t know what you’re aiming for, it’s almost impossible to measure your success. Do you want to generate more leads? Are you looking to increase your visibility in search engine results pages? Or are you hoping to convert more users into customers? Once you have established your objectives, you need to figure out how to measure success.

Campaign budget setting

Setting a budget for your SEM campaign is essential to achieve the best results. How much money are you willing to spend on it? What is the return rate of investment? Who will be in charge of this? What tools can be used to measure success or failure and how often do they need to be checked? These are all important questions that need to be answered before setting up a successful campaign.

The most important SEM strategies

Keywords research

Keywords research is the foundation of any effective campaign, as it helps you determine which terms and phrases to target in your SEM efforts. When searching for keywords, you should focus on terms that are both popular and specific. Popular keywords are those that are often used by people when searching for products or services related to yours. Specific keywords are those that are more unique and less likely to be used by people looking for something else.

PPC advertising

If you’re looking for a way to reach your target audience, Pay Per Click advertising is one of the best Search Engine Marketing strategies. PPC is an online advertising model where you only pay when someone clicks on your advertisement, making it a great option for businesses of all sizes and budgets. The biggest advantage of this method is the immediate effects.

Landing pages

Landing pages are designed to get visitors to take action by clicking on a link, entering their information, or making a purchase. This is a great way to generate sales leads. Make sure your landing page is optimized for the keywords and phrases that you’re targeting. It’s important to see how many people visit your landing page and how many of those visitors complete the desired action.


Social Media Marketing is a powerful tool. By leveraging the reach of popular platforms like Facebook, Instagram, and Twitter, brands can increase visibility and connect with their target audience more effectively. With this strategy you can create engaging content to promote their products or services. Additionally, you can use social media advertising to further increase their reach and expand their reach to a wider audience.

Last words – the future of SEM

SEM quickly became a key component of any digital marketing strategy. With advances in technology and a shift in consumer behavior, it is now essential for businesses that want to remain competitive in today’s market. It allows companies to target specific users based on their search query and interests, allowing them to focus their efforts on potential customers. So, what are you waiting for?

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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