Search Engine Marketing: What is it and who cares?
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SEM is a marketing tactic used to increase traffic to a website by strategically placing pertinent information on the site that matches keywords used by search engine users. When the keywords closely match the website’s content, the site gains a higher rank in the search engine results and is thus more likely to be clicked by the searcher.
Search engines have become the de-facto gateway to all information on the internet. Almost 91% of internet users and 64% of businesses will use a search engine to research and find goods and services, generating over 7 billion search requests per month. Obviously search engines are important to your business. But just because you have a website does not mean that your organization will rank well with search engines. Many websites were not created to attract search engine users.