What is SEM?
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 Search engine marketing or SEM (for its acronym in English, Search Engine Marketing) is a form of online marketing that involves promoting a website gaining visibility in search engines such as Google for certain words or search terms.
Types of listings in search engines

Once you have identified your keywords, the next step of search engine marketing is to get good positions on the search pages, also known as SERPs (Search Engine Results Pages).
In these pages you have 2 types of listings:

Organic or natural listings : 

​They usually appear in the center of the page and are the result of a user doing a search. When that happens, the search engine applies algorithms to select and order the pages that will be displayed. Appearing in these listings is free and receives clicks as well.

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​Listings of payment : 
​They are usually placed at the top of the results (above the organic listings) and also in the right column. Its operation is similar to organic; When a user does a search, ads appear with a link to a page. The difference is that if someone clicks on your ad you pay a fee.
​How to appear in the listings

​Different listings involve different activities. Search engine marketing includes 2 types:
 SEO or Search Engine Optimization :

​ SEO consists of obtaining traffic from the organic or natural results of the search engines. It includes activities such as keyword analysis, the creation and optimization of content and the construction of links. It is common to refer to SEO as search engine positioning.
Search Engine Advertising :
 Consistent in obtaining traffic by buying ads in the section of sponsored links from search engines, such as Google AdWords, Bing Ads or Yahoo! Search Marketing It involves activities such as keyword search, ad creation and bid management. It is also known as PPC (Pay Per Click) and CPC (Cost Per Click).

That said, you should know that the term SEM is commonly used to refer ONLY to search engine advertising. Being aware of this detail will avoid confusion.