Internet search engines are among the most visited places on the Internet. The vast majority of users use them to find services and products. Thanks to effective search engine marketing (SEM), it is possible to reach the target group and increase profits.

What is SEM?

Search engine marketing (SEM) is a specific variant of digital marketing that is used to increase the visibility of websites on search engine results pages (SERPs). The term SEM is used to refer to all tools, techniques and strategies that help optimise the visibility of websites and sites on search engines such as Google etc.

Basically, there are two main ways to appear in the top positions of search results.

Organic or natural results are usually displayed in the middle of the page, based on the search engine's algorithm criteria. This algorithm mainly assesses the relevance of the site (i.e. the quality of the content and how well it answers a specific query), but also the authority of the site (the strength of the link profile).

Paid results also appear at the top of the page, but are visibly separated from organic results. And unlike non-paid results, the advertiser must pay a certain amount for each click. Buying advertising space in search engines is done on dedicated platforms (PPC in Google is handled in the Google Ads environment).

Search engine marketing therefore theoretically includes both types of results. In practice, however, techniques that aim to improve organic rankings tend to fall into a separate SEO category, and techniques that aim to effectively use paid results fall into the SEM category. It is for this reason (to avoid confusion with SEO) that in recent years the label SEM has been used primarily for activities related to paid search results.

Search engine marketing therefore consists of a number of tools, techniques and strategies aimed at optimising search engine advertising (i.e. appearing in top positions, achieving lower cost per click and maximising conversions from these ads). The most well-known and most used SEM platform is Google Ads, but of course there are other platforms such as Bing Ads, Sklik (PPC advertising for, etc.

Why is SEM important?

With an increasing number of consumers searching and buying products online, search engine marketing has become one of the key online marketing strategies aimed at increasing brand reach.

Most new visitors to a website find it based on a search engine query, and it is thanks to SEM that a website can be made more visible.

What are the benefits of SEM for site owners?

Accelerates the generation of high quality traffic

The results of activities leading to an increase in quality traffic from organic search are usually only visible in the long term. Search engine marketing makes it possible to speed up the process and get users to a website almost immediately. If the work is done well, the conversion rate is usually very satisfactory - users who have searched for the content themselves flow to the site.

Guarantees brand visibility

Appearing among the top results in the SERPs connects your brand to a specific need, even if the user doesn't click on it the first time. SEM is therefore of considerable importance in brand building.

Uses the budget efficiently

One of the great advantages of search engine marketing is that it is the optimal solution for companies of all sizes. This is because almost everyone can afford the minimum investment. On the other hand - as the brand grows - the investment can be significantly increased, thus improving the complexity and dynamics of the campaigns. And because SEM is only paid for when there are actual results (in the form of clicks), it is almost certain that the budget will be used effectively.

It is a source of measurable results

Search engine advertising marketing platforms provide a multitude of metrics, allowing advertisers to continuously monitor the progress of campaigns. This makes it very easy to correct progress and achieve better results.

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Content marketing

Create and distribute content that engages internet visitors, informs them about your services or product, and is designed to encourage them to purchase your services or product. Users consume content on the internet actively (search engines) or passively (magazines and social networks). Content marketing using PR articles and social media posts will help you get the necessary information to content consumers where they are looking for it or consuming it.

Advertorials (PR articles)

PR articles are advertising articles written by an editor as regular media content. Readers often don’t perceive the advertising message as an advertisement, but as a handy informative article. Paid or sponsored articles therefore belong to subliminal advertising. PR articles is an abbreviation used in the Czech language for the expression “paid advertising articles”. In professional circles, the term “advertorials” – a composite of “advert” and “editorial” (an article written by an editor) – tends to be used. On the PR Yard platform, you can order PR articles in English, Czech, Slovak, Polish and German.

Link building using paid articles

Paid articles are often used as a link-building method. Link-building is a term meaning to get backlinks. Internet search engines rank pages in search results (SERPs) according to the popularity of the page. Multiple sources called signals are used to evaluate site popularity. The popularity of the site is mainly determined by backlinks. Each page has a certain popularity, which some SEO tools try to express using a “rank”. A page with higher popularity should have a higher rank. In the PR Yard catalogue, you can sort by statistics from Ahrefs (+ MOZ).