Search Engine Marketing, or SEM, is a pretty sexy topic. What is Search Engine Marketing? SEM is basically a form of online advertising. SEM connects buyers with sellers. SEM is part of your company’s efforts to increase upstream traffic or visits to your site. In my mind, SEM is not search engine optimization (or SEO). I’d say SEO is a subset of SEM. Further, SEM cannot fully realize its profit-driving potential without SEO. SEM is used quite effectively by most consumer-facing marketers but not used frequently enough by B2B tech startups.
SEM is a vital component of the overall marketing mix for those who are addressing the consumer marketplace. SEM is less popular in the B2B arena for a variety of reasons but this is slowly changing.
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