4 Reasons Why SEM Is Better Than SEO | Fast Company | Business + Innovation

What SEO is justifiably famous for is its ability to convince the search engines–the algorithms that index your website–that your webpage is the most relevant one for the keywords being searched. For years, strong SEO has been every marketer’s go-to tactic. But even while you’ve grown more adept, search engines have grown increasingly complex. These days, you can’t just optimize and sit back.

Search Engine Marketing (SEM)–placing ads that appear above search results–should already be in your bag of tricks. It’s is more accountable, because sites like Google offer in-depth data about the performance of your ads. If you aren’t already using SEM, consider making it a part of future marketing campaigns. Here’s why:

via 4 Reasons Why SEM Is Better Than SEO | Fast Company | Business + Innovation.