What are the 3 Main Search Engine Marketing Products? (Explain With Examples)

Safalta Expert Published by: Aditi Goyal Updated Sun, 25 Jun 2023 07:44 PM IST

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Search engine marketing (SEM) is now a critical component of online advertising in the age of the Internet. Businesses can effectively market their goods and services to a large audience thanks to it. It can be overwhelming to comprehend the various search engine marketing products available. We will examine the three primary SEM products in this article and provide examples to help you better understand their features and advantages.

So what is SEM?

The practice of search engine marketing (SEM) involves promoting goods and services through paid advertisements that appear on search engine result pages (SERPs).

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 Increasing your company's visibility is the aim of SEM. In order for your business advertisement to appear alongside the search results when an online user searches on Google or another search engine for information on related business topics.

SEM aims to capitalize on the psychological tendencies of online users who are motivated to buy something as soon as they see pertinent ads. It aims to have a significant psychological effect on the user. SEM is a very effective strategy that can be used to accomplish business goals. On search engines like Google or Bing, users enter keywords to look up services or products.

There are three main SEM products:
(1) Pay-Per-Click (PPC)
(2) Local SEO
(3) Organic SEO

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Paid-Per-Click (PPC) advertising

A well-liked type of search engine marketing (SEM) is pay-per-click (PPC) advertising, also referred to as sponsored search results. PPC advertisements typically appear as sponsored or ads at the top or side of search engine result pages. Google Ads is among the most important PPC advertising platforms.

With PPC, companies can create ads that are extremely targeted and place bids on specific keywords associated with their goods or services. The possibility of bringing in targeted traffic to the website increases if the ads show up when a user searches for those keywords. The cost of each click is influenced by a number of variables, including the difficulty of the keyword search and the ad's quality score.

For Example, let's say a bakery wants to advertise its specialty cakes. They are able to make PPC advertisements and place bids on keywords like "custom cakes," "birthday cakes," or "wedding cakes." The bakery may have advertisements that are displayed at the top of the search results for these terms, directing potential customers to their website.

Local SEO

Local SEO focuses on optimizing a website to rank higher in results for searches that are based on location. Businesses that target clients in particular geographic regions will find it to be especially pertinent. In order to improve visibility in local searches, local SEO involves optimizing the website's content, meta tags, and other components.

Local SEO is greatly aided by Google My Business (GMB). Businesses can offer precise and current information about their location, contact information, operating hours, and client testimonials by claiming and optimizing their GMB listing. Improved rankings in local search results are the result of search engines being able to better understand the relevance and reliability of the company using this information.

Let's take a San Francisco yoga studio, for example. The studio can get more exposure when people search for "yoga studios in San Francisco" by implementing local SEO strategies like incorporating location-specific keywords in their website content and optimizing their GMB listing. This increases the likelihood of drawing in nearby clients who are specifically looking for yoga classes in that area.
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Organic SEO

Organic SEO is concerned with increasing a website's visibility in search engine results without the use of paid advertisements. It entails a variety of on-page and off-page optimization strategies to raise a website's authority and relevance in the eyes of search engines.

Meta tags, headings, content, and internal linking structures can all be optimized on a page. Off-page optimization entails obtaining high-quality backlinks from trustworthy websites, participating in social media, and managing one's online reputation.

Businesses that invest in organic SEO hope to increase organic traffic and establish enduring visibility in search engine results. Adjusting to search engine algorithms and keeping a step ahead of rivals takes constant work and monitoring.

A digital marketing company might, for example, concentrate on organic SEO by regularly publishing excellent blog posts about digital marketing tactics. The agency can increase the authority of its website and place higher for pertinent search terms like "digital marketing tips" or "effective SEO strategies" by optimizing these articles with relevant keywords, gaining backlinks from trade publications, and interacting with its target audience on social media.


The term "search engine marketing" (SEM) refers to a variety of techniques for enhancing a website's visibility in search engine results. There are three main types of SEM, each with its own benefits: Pay-Per-Click (PPC) or Sponsored Search Results, Local SEO, and Organic SEO. PPC enables companies to create customised ads and pay for clicks, whereas local SEO concentrates on optimising for location-based searches. Without using paid advertising, organic SEO aims to increase a website's visibility. Businesses can boost their online presence, draw targeted traffic, and accomplish their marketing objectives by comprehending and successfully utilising these SEM types.

How much does PPC advertising cost?

PPC advertising costs vary depending on factors such as competition, industry, and keyword relevance. Advertisers set a budget and bid on keywords, and the cost per click can range from a few cents to several dollars.

Can display advertising help increase brand awareness?

Yes, display advertising is an effective way to create brand awareness as it allows businesses to visually showcase their products or services to a wide audience across various websites and platforms.

Is SEO a one-time process?

No, SEO is an ongoing process that requires continuous efforts to maintain and improve a website's organic visibility. Search engine algorithms evolve, and competition in the online space is fierce, so consistent SEO strategies are necessary.

Can I use PPC advertising and SEO together?

Absolutely! PPC advertising and SEO can complement each other. While PPC provides immediate visibility and traffic, SEO focuses on long-term organic growth. Utilizing both can maximize your online presence.

How long does it take to see results from SEO?

SEO results can vary based on numerous factors, including website age, competition, and the level of optimization. Generally, it takes several months to start seeing significant improvements in organic rankings and traffic.

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