什么是SEM

 作者：霍霍-谷歌SEO

链接：https://zhuanlan.zhihu.com/p/179290791
来源：知乎
著作权归作者所有。。

什么SEM：　　

　　Wiki原文：Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.　　

　　中文：搜索引擎营销(SEM)是互联网营销的一种形式，主要通过付费广告来提高网站在搜索引擎结果页(SERP)中的可见度，[1]SEM可能包含搜索引擎优化(SEO)，即调整或重写网站内容和网站架构，以实现在搜索引擎结果页中更高的排名，从而提高每次点击付费(PPC)列表。

　　以上内容介绍了什么是Google SEO和SEM，接下来分析一下两者的优点和缺点。　

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.^[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website.^[2]　

Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.^[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,^[3] news search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers.^[4]

搜索引擎优化（SEO）是提高搜索引擎网站或网站网站流量的质量和数量的过程。[1] [2] SEO针对自然流量（称为“自然”或“有机”结果），而不是直接流量或付费流量。 无薪流量可能来自各种搜索，包括图像搜索，视频搜索，学术搜索，[3]新闻搜索和特定于行业的垂直搜索引擎。

作为一种互联网营销策略，SEO考虑了搜索引擎的工作方式，决定搜索引擎行为的计算机程序编程算法，人们搜索的内容，键入搜索引擎中的实际搜索术语或关键字以及其目标受众都喜欢哪些搜索引擎 。 之所以执行SEO，是因为当网站在搜索引擎结果页面（SERP）上排名较高时，网站将从搜索引擎接收更多访问者。 然后，这些访问者可能会被转换为客户。