Search engine marketing and optimisation

Search engine marketing and optimisation. Learn search engine marketing strategies that work.

Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) are the two most widely used digital marketing strategies. SEM is paid advertising that actively promotes a website on a search engine result page, generally known as ‘pay per click’ advertising. SEO is the process of improving a website’s ranking on a search engine results page.

This is achieved by understanding how search engines work and what people are searching for, and adjusting or changing the content of a website to improve ranking.

By actively promoting or ranking a website, higher SEM and SEO encourage a greater number of visitors to a website. When used in conjunction with data analytics, they offer business the potential to greatly increase their understanding of the market.

Learn SEO and SEM with CCE’s short courses, open to everyone.