SEM (Search Engine Marketing) is a Digital Marketing strategy that uses search engine visibility to promote a website.

The two main dimension of SEM are organic positioning (SEO) and sponsored links (online advertising).

SEO dimension
In terms of SEO (Search Engine Optimization), in a summarized way, it encompasses the practices and strategies of website optimization so that they obtain the best possible positioning in the search results (SERP) and, consequently, attract more visitors.
Some examploe of SEO tactics include:

• Link building
• Use specific keywords (long tail keywords)
• Content Marketing
• Website structure analysis and optimization

Sponsored links dimension
Regarding sponsored links, which in the case of Google we refer to paid ads from Google ads, it refers to a strategy in which in order to your website appear in the first results, there is an associated cost - a cost per click (cpc).
To ensure the maximum optimization of your ad investment, be sure to plan the entire campaign, analyzing the goal and persona for which the communication will be directed, not forgetting, of course, how much of the Digital Marketing budget you're willing to invest in paid ads.

SEO or Sponsored Links?
The decision on which of the strategies to adopt will depend a lot on factors such as what your goal is and whay your budget is.
For example, if your goal is to get immediate results, then the sponsored links strategy could be the solution. On the other hand, if you are looking for results that are sustainable in the long term, SEO may be the most suitable option.
However, these options are not mutually exclusive and can be worked together to ensure the best possible visibility of your website in search results.

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