Search Engine Marketing (SEM) is a digital strategy used to ensure your business’s name and information is viewed towards the top of all search engine result pages (SERPs). This increases brand awareness, engagement and leads for your business. SEM strategies can be paid or organic. Paid search ads allow your business’s details to be viewed at the top of the results page (sponsored ad sections). Organic ads and their rankings are based on the keywords associated with your business’s website content. Keywords are used to help match your search ads to words or phrases people are typing into search engines. Strong, high quality keywords combined with well written ad copy will allow your brand to be seen more often by the right people at the right time.