What Is Search Marketing?

Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.

Search Marketing encompasses:

• SEO: Earning traffic through unpaid or free listings
• SEM: Buying traffic through paid search listings

Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over SEO and SEM. The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities.

Basically,

-The organic or natural results are usually displayed in the center of the page and are selected by Google applying a proprietary algorithm. This algorithm assesses both the relevance of the website (that is, the quality of its content and to what extent it fits a specific search) and the authority of the website (links from other pages).

-The paid results are usually displayed at the top of the page and in a column on the right. Unlike the previous ones, here the advertiser must pay a certain amount for each click on his ad. To hire advertising spaces in search engines, it is necessary to use platforms such as Google Ads.