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SEO and SEM: two routes to visibility
Understand the role of organic search and paid search in a digital plan.
Build an accessible foundation
Search Engine Optimization focuses on helping people and search engines understand a website through relevant content, sensible structure and technical quality.
Use paid search with a clear purpose
In this context, SEM refers to paid search campaigns. Define the audience, landing page, budget and desired action before a campaign begins.
Measure useful outcomes
Visits alone do not tell the whole story. Look at relevant enquiries and other agreed outcomes, and use those findings to improve content and campaigns.