professional services smart cities search engines management seo sem



SEM stands for Search Engine Marketing, it is a form of digital marketing that involves promoting a website by increasing its visibility in search engine results pages (SERPs) through paid advertising. The most common form of SEM is pay-per-click (PPC) advertising, where advertisers bid on keywords and pay a fee each time their ad is clicked. This allows the advertiser to get their website in front of an audience that is actively searching for the products or services they offer.

SEO stands for Search Engine Optimization, it is the process of optimizing a website to improve its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of organic traffic to a website.

Scope of search engine management

Search Engine Marketing (SEM)

SEM works by placing ads on search engines like Google, Bing, and Yahoo, and these ads are matched with relevant search queries. Advertisers can select the keywords they want their ads to appear for, and can target specific geographic areas and demographics. They can also set a daily budget for their campaign and can adjust their bids on keywords to optimize their campaign performance.

SEM campaigns can be set up and managed through platforms like Google Ads and Bing Ads. These platforms allow advertisers to create and manage their campaigns, track performance and make adjustments to improve results. SEM contains the following actions. The Search Engine Marketing (SEM) process typically includes the following steps:

  • Keyword research
  • Ad copy creation
  • Ad creation
  • Ad targeting
  • Campaign set-up
  • Ad launch
  • Performance monitoring
  • Optimization
  • Reporting
  • Continual improvement

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Keyword research: This involves identifying the keywords and phrases that potential customers are searching for, and using those keywords to inform ad copy, landing pages, and overall campaign strategy.
Ad copy creation: This involves writing compelling and relevant ad copy that will be used in the ads.
Ad creation: This involves creating the actual ads, including images or videos if applicable, that will be displayed on search engine results pages.
Ad targeting: This involves selecting the geographic and demographic audience for the ads and determining the keywords and phrases that will trigger the ads.
Campaign set-up: This involves setting up the campaign on the ad platform, such as Google Ads, Bing Ads, etc, and configuring the targeting, budget, and bids for the campaign.
Ad launch: This involves launching the campaign and ads on the ad platform.
Performance monitoring: This involves tracking the performance of the ads, including click-through rate (CTR), conversion rate, and return on investment (ROI).
Optimization: This involves making adjustments to the campaign, ad copy, targeting, and bids based on the performance data to improve the overall results.
Reporting: This involves creating reports on the campaign’s performance, which can be used to measure the campaign’s success and to make informed decisions about future SEM efforts.
Continual improvement: This involves continually monitoring the campaign performance, testing new strategies, and making adjustments to improve the results over time.

Search Engine Optimization (SEO)

SEO works by making a website more attractive to search engines so that it ranks higher in the results for relevant keywords and phrases. It involves a variety of technical and content-related optimization tactics, including:

  • On-page optimization
  • Off-page optimization
  • Technical optimization
  • Content optimization
  • User engagement optimization
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On-page optimization: This includes optimizing the content and structure of a website, such as meta tags, headings, and keywords, to make it more relevant to the search queries of users.
Off-page optimization: This includes optimizing the external links and references to a website, such as backlinks, to increase its authority and credibility in the eyes of search engines.
Technical optimization: This includes improving the technical aspects of a website such as website speed, mobile-friendliness, and security to ensure that it can be easily crawled and indexed by search engines.
Content optimization: This includes creating and optimizing high-quality and relevant content that aligns with the target keywords and user intent.
User engagement optimization: This includes making the website more user-friendly and encouraging user engagement through tactics such as internal linking and social sharing.

Deliverables of search engine management

SEM is a powerful tool for reaching potential customers the moment they are actively searching for products or services like yours. It also allows for a high degree of targeting, making it more likely that your ads will be seen by people who are more likely to be interested in your product or service.

Keep in mind that the exact process can vary depending on the specific campaign, platform, and business. Some steps may be combined or omitted, or additional steps may be added depending on the specific needs of the campaign. The basic campaign with the lowest budget begins at 4€.

SEO is a long-term process that requires consistent effort over time to achieve and maintain high rankings in search results. It is an ongoing task that requires monitoring and adjusting the website to adapt to changes in search algorithms and user behavior.

SEO is a cost-effective way to increase website visibility, attract more qualified leads and ultimately drive more sales. SEO is a complex and ever-changing field, so it is important to work with a professional SEO expert or agency that can provide guidance and support throughout the process.


Starts at 450€