Search Engine Marketing

The goal behind every website is to increase the number of clients who purchase a service or a product from the company.  However, it’s useless to invest good money in the development of a professional website if the number of people visiting your website is relatively low.  Search engine marketing (SEM) is an exceptional way of guaranteeing the increase in online users who actually enter and browse a website.

It’s easy for people to confuse Search Engine Marketing with Search Engine Optimisation (SEO).  Although the two terms operate hand in hand they are definitely not synonymous.  SEO seeks to make the site better for search engines and users, however, it does not suffice on its own.  

SEM is in essence a form of internet marketing aimed at promoting websites. Search engine marketing is usually achieved by increasing websites’ visibility in search engine results pages. This can be achieved in several ways, namely through paid inclusion, contextual advertising as well as paid placements. The idea behind the use of such a variety of marketing techniques is to enhance the relevance of a website, thus increasing the likelihood that it appears high up in search engine results pages.

The following are a couple of facts about the different types of search engine marketing methods:

Paid Inclusion

This SEM method involves payment to a search engine to be directly added to its database. Likewise, the website wouldn’t have to be developed in such a way to be found by search engine spiders.  

Traditional Ads

These traditional advertisements appear on search engine results pages according to the keywords typed by the online user.  This is another SEM technique which you are required to pay for, usually depending on the amount of impressions made, i.e. how frequently the ad appears on the search results pages.


Pay-per-click Advertising

When making use of this SEM procedure you are required to pay each time a user clicks on your advert.  Therefore, you can decide how much you are willing to pay and this will determine how many users can click on your ad.  You would also be expected to define the keywords which allow your advert to display.


On a final note, SEM practices are highly encouraged since unlike pure SEO they offer the benefit of immediacy.  It goes without saying that this comes at a sizeable cost, but it is bound to guarantee an increase in your online traffic as well as your visibility straight away.

Headquartered on the Maltese Islands, Zheta International has sought to place itself above its competition by providing clients with Search Engine Marketing in Malta which offers a true return on investment. Our aim is to improve businesses by achieving their goals through innovative branding and communications, intelligent information design, and a user-centered approach to product and service development. 

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