What Is Search Engine Marketing?
Search Engine Marketing (SEM) is the process of purchasing ads on search engines, such as Google AdWords and Bing Ads, to help achieve specific KPIs. Some common KPIs for SEM campaigns include increasing awareness of a site or product, driving conversions and more. Other common terms for SEM are pay-per-click advertising or paid search.
What Is Search Engine Optimization?
Search Engine Optimization (SEO) is the process of driving traffic to a website via organic (nonpaid) search in search engines such as Google and Bing. SEO involves optimizing website content and code to increase the ranking for specific search queries, which leads to more organic traffic to the site.
The Goal
The goal of SEM and SEO is to target, attract and drive consumer action.
We go beyond keyword research to understand searcher intent; then we connect intent with brand offerings. Pace believes that developing and optimizing content and ad performance is crucial to increasing visibility and user engagement, program ROI, and supporting the overall customer journey.
Our Strategic, End-to-End Process
A search state of mind is woven into our content creation workflow. We employ an integrated development process designed to deliver optimized content with the user in mind. In order to create successful SEM and SEO campaigns, we use a three-phase process that provides a continuous cycle of test and learn opportunities, which help us to be nimble and always focus on optimization.
