Understand SEM (Search Engine Marketing) – WAU

SEM or Search Engine Marketing is the cluster of techniques that use search engines to carry out the actions of a business, be it digital, physical or that groups the two models.

When you have a question and people around you can’t resolve it, what is your favorite source of research?

If you answered Google, know that this is the common answer for more than 90% of Brazilians.

Although it is not the only mechanism available, it dominates the searches of Internet users here and in different parts of the world.

In this scenario, the SEM (Searching Engine Marketing, in London Search Engine Marketing), a set of techniques that aims to use these engines for promotion on the internet.

In this article, you will learn what this strategy is and how it can help you grow your business.

What is SEM (Search Engine Marketing)?

SEM or Search Engine Marketing is the cluster of techniques that use search engines to carry out the actions of a business, be it digital, physical or that groups the two models.

However, it is divided into two formats – one free and one paid – covering the capacities of organizations of all sizes, from small and medium-sized companies to large multinationals.

See what they are below.


Searching Engine Optimization (in London, Search Engine Optimization), gathers the strategies that involve creating relevant content to attract users to a landing page.

In other words, it aims to inform you, enchant you and, in the case of business, encourage you to take action – such as signing up for a newsletter, making a purchase, etc.

SEO 2.0 Guide

The Quality Index (IQ) is responsible for ranking, according to the relevance of the page, the positioning of the links that will lead to a website.

There are many ranking factors, such as:

Key words

The choice of keywords to be used in articles is very important for search engine algorithms. Therefore, those who intend to invest in this strategy must put themselves in the user’s shoes.

The key question is what words does he choose that are relevant to my business? A good way to find them is through the Keyword Planner or SEMrush.

Text structure

There are several best practices for good placement on Google. The use of the chosen keywords must be in the correct places, such as the title, subtitle, tag, meta tag and distributed wisely throughout the text. In this way, the texts are readable by the search engines.

Quality of page and content

The algorithms tend to benefit pages that have a nice layout, good navigability, a stable page loading speed, etc.

Another ranking factor is the quality of the content. The more specific and in-depth, the better. How do they measure it? Simple, as long as the user stays on the site.


Citations to the landing pages of your website or blog are another extremely relevant factor for good placement. The backlink technique is considered as SEO Off Page, that is, outside the administrator’s reach area. However, good articles tend to receive many references. It is worth remembering that the greater the relevance of the linked site, the greater the relevance to Google.


The greater the traffic to your landing page, that is, the greater the number of visitors, the better and easier the ranking will be. In this case, it may be a good idea to invest in sponsored links, a technique that we will talk about next.

Sponsored links

Sponsored links are ads, that is, they are part of a paid media tool. You’ve probably already done some research and come across some ad results.

At Google, for example, they usually come before organic results and in the sidebar.

If you don’t know what they look like, you can do a search at any time by typing a commercial keyword, such as “cell phone” or “refrigerator”.

To make use of this strategy, it is necessary to register with an ad platform, such as Google Adwords or Bing Ads, and insert the data of the card on which the amounts will be debited.

This strategy typically uses click-through charging, but there are more advanced techniques that allow optimization for conversions (sales) or impressions (ad views).

The system used to define which ad will be displayed works as follows: Each time a user searches for the advertised search term, Google will conduct an auction.

Therefore, it is necessary to define the maximum values ​​that the advertiser is willing to pay, taking into account factors such as competition and the relevance of the keyword.

Complete Google Adwords Guide

Why is SEM important?

There is no doubt that search engines make up a considerable portion of all traffic generated on the internet.

To give you an idea, there are 2.3 million searches performed on Google every second.

Thus, it is easy to imagine the potential of this tool when talking about business.

Search engines are, above all, information platforms and, as such, they serve as a foundation for users’ questions.

For this reason, they encourage the creation of content on the web, bringing the greatest amount of knowledge possible to the Internet user.

On the other hand, as the largest online advertising platform in the world, Google is also recognized for its effective business model, which aims to generate profitability for the company’s continuous research and offer a good user experience.

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Tips for doing SEM

Some practices are recommended in Searching Engine Marketing strategies. Below, you can see some of them:

1 – Use the concept of long tail, that is, specific keywords. Very specific search terms tend to have a low search volume and competition, so the ideal is to invest in more extensive keywords.

2 – Invest in Google Shopping if your business is a physical store. The results of this tool appear on the Google engine accompanied by the images.

3 – Never take advantage of techniques not recommended, the so-called black hat. That is, keyword repetition practices, titles that do not match the content, etc .;

4 – Analyze data collected by Google Analytics regularly and make changes to your articles, posts and ads;

5 – Don’t forget to use calls to action in SEO strategies. A good CTA can be the difference between your campaign’s success and failure;

6 – Observe the competition for a keyword in both sponsored links and organic strategies. Often, you will be able to discover relevant terms in which you can outperform your opponents.

7 – Put the user first and try to solve their problems. Remember: SEM strategies should always benefit the user!

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