Types of SEM Services (And What You Need To Know About Them)

Feb 11 2020

Types of SEM Services (And What You Need To Know About Them)

Written by Carlo Angelo Suñga

One of the strategic means to survive in a competitive industry is to utilize digital marketing strategies. Right now, you need to market your business online if you want to get ahead of your competitors! Luckily, one of the building blocks of digital marketing strategies is search engine marketing.


At the core of every digital marketing strategy is search engine marketing, also known as SEM in Singapore. When building a campaign, remember to start with the basics of SEM. Your SEM strategies will construct the framework of your digital marketing campaign.


But first, there’s a lot about SEM that you might’ve missed. Worry not, as we’ll guide you through a refresher regarding the different types of SEM services!



Types Of SEM Services In Singapore

Organic Search Engine Optimization


Also known as organic SEO, search engine optimization plays a fundamental role in every SEM campaign. While they sound alike, there’s a difference between SEO and SEM.


SEO is a component of SEM—with both having the same purpose of increasing visibility in search engines. However, their methods are quite different from each other. 


For starters, search engine optimization takes an organic approach to increase your rankings. That involves optimizing keywords, titles, descriptions, and URLs to get a better chance of ranking higher on search engines.


When you’re managing an SEO campaign, you should consider taking the white hat approach. White hat SEO refers to following the strict search engine guidelines, meaning you’ll need to create relevant content, sharing links, and promoting on social media—all while adhering to the rules!


Non-compliance can result in a negative impact, increasing the risk of your website getting demoted or even banned from search engine results. This process is called black hat SEO, which involves keyword stuffing, plagiarism, and cloaking.



The terms “black hat” and “white hat” originated from old spaghetti western films. Villains usually wore black hats, while heroes wore white hats—signifying the contrast between good and evil.


While black hat techniques offer quick results, you’ll put your website at risk of getting banned. Instead, try implementing white hat strategies that are much safer and more successful in the long run. It may take a while before you see the results, but the outcome is well worth the wait!


Here are some white hat SEO techniques that you can try out to increase traffic:

  • Optimizing your website for mobile use.
  • Researching keywords.
  • Creating quality content.
  • Link building.


Local Search Engine Optimization


There’s not much difference between local and organic SEO. However, with local SEO, you’ll focus on one key factor: proximity.


Optimizing your business for local SEO will deal with location. Since search engines know the location of your business, anyone within proximity can search for it. Of course, you need to disclose your business’s name, address, and website.


Example of local SEO search results.

Local SEO strategies work best for brick-and-mortar establishments that want to establish relevance and improve online visibility. It’s also why many small businesses manage local SEO campaigns to improve local visibility and drive traffic to their websites.


With that in mind, you can try using Google My Business, a free tool for managing your online presence across Google. Its benefits include:

  • Improve local rankings
  • Track audiences
  • Communicate with customers
  • Display updated information


Pay-Per-Click (PPC) Advertising


On the other side of the digital marketing spectrum is PPC advertising. Nowadays, PPC advertising almost represents SEM as a whole, especially in the context of online marketing.


Essentially, PPC advertising allows you to pay for space on the Internet. Every time someone clicks on your link, you’ll have to pay a fee. The results are quicker, and you can even increase brand awareness while you’re at it.


With proper keyword research, you can improve your PPC strategy to increase website traffic. Not to mention, even if Google updates its algorithm, your PPC ads will be unharmed. For these reasons, many start-up businesses prefer to begin their campaign with PPC advertising since it offers immediate exposure.

When managing a PPC campaign, you need to equip a reliable advertising system. One particular paid advertising platform you could consider is Google Ads, formerly known as Google AdWords. 


You could use Google Ads in your campaign to target consumers and increase leads. The platform boasts an abundance of features, such as:


  • Promotion extensions
  • Ad variations
  • Gmail remarketing
  • Ad scheduling
  • Ad rotation


Consider enhancing your SEM campaign with these Google Ads management services and features. Using Google Ads will produce quick results, perhaps even quicker than SEO.




When managing your SEM campaign, remember to maintain the balance between PPC and SEO strategies. It’s better to mix up a little bit of both to increase your chances of getting a high rank. In the end, SEO is for long-term planning, while PPC helps you get instant results.


Need a helping hand? Contact our SEO company in Singapore at +65 6391 0930 to discover how our services can help your business.

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