Search Engine Marketing (SEM) covers all the activities that publicize an organization's information, products and services in a relevant manner on the Internet. This includes key word research and analysis, website optimization, configuring and following-up on advertising campaigns (cost-per-click and cost-per-thousand, or CPC/CPM) and social media.

The importance of researching key words cannot be underestimated. Taking into account the market segments that are being targeted, we use search tools to pull the data needed to analyze Web search trends. By analyzing key words, we can pinpoint the most promising expressions, factoring in traffic volume, relevance and competitive advantage.

SEO (Search Engine Optimization) makes it easier for search engines and web users to access your content. Since many factors determine a website's position in search results, the amount of work that goes into SEO depends on the competitiveness of the given market. A range of methods, such as using the right html structures and coding practices, are applied in SEO.

In a nutshell, asking why you need to optimize your website is like asking why you need to be visible.

The results obtained from SEO can be assessed over the short and long term, depending on the competitiveness of your field. This involves a non-recurring cost that can be considered a long-term investment as opposed to an expense.

CPC/CPM offer the advantage of providing instantaneous, highly relevant results for services or products that face stiff competition in search results. CPC/CPM involves recurring costs.

It is often useful to apply CPC/CPM campaigns simultaneously with SEO to improve your site's positioning, particularly when you are starting out. While the relevance of CPC/CPM campaigns may vary from one industry or targeted client base to the next, CPC/CPM is recommended in the B2C context.

Most businesses would benefit from a social media presence. A LinkedIn profile may suffice for some. Others will choose a strategy that includes Facebook and Twitter among other things.

Once they have analyzed your market and your needs, our experts will propose a detailed strategy that makes use of one or more recognized social networks.

As with SEO, it is important to maintain an active presence, be easy to find and keep up your interactions with your clients, partners and followers.