You want real prospects visiting your website.
Not a bunch of hapless visitors who clicked on a link for a visible, but mostly irrelevant search result. Ideally, what you want is visitors who intend to purchase. Immediately, or at least sometime soon.
Search engine marketing (SEM) is about matching your content to user intent and placing that content in front of the right people, either organically (SEO) or via paid search (PPC and retargeting), when they are thinking about or ready to buy your products and services.
If you search Google for “search engine marketing strategies” you’ll be presented with around 112 million results. A lot of that will be bad advice. Really bad! There are just four key areas you’ll need to consider to create a basic and highly effective SEM strategy.