Digital Media

SEM / SEO

What is SEM?

SEM, or Search Engine Marketing, is the process of increasing visibility in internet search engine results through the purchase of ad space with search engine companies (e.g. Google, Yahoo, Bing, etc.).

The two most common options to purchase ad space are CPC and CPM. CPC stands for 'cost per click' and represents the cost someone pays when someone actually clicks on an ad. No click = no pay. CPM stands for 'cost per 1,000 impressions' (the Roman numeral 'M' representing 1,000) and represents the cost someone pays to guarantee their ad will be shown at least 1,000 times in search engine results related to their ad.

Gray Spectrum designs ad campaigns that target specific market groups in relevant search results. In some cases there are CPA options, or 'cost per acquisition', in which someone only pays if a user clicks their ad, visits their site, and clicks on a specific link on their site (e.g. to download a brochure, submit form data, etc.).

What is SEO?

SEO, or Search Engine Optimization, is the process of increasing visibility in search engine results through a 'more natural' process, albeit quite deliberate actually. Search engine companies use complex algorithms to determine a web site's relevance to a person's search based on the web site's content and other items like meta tags and keywords. We focus on producing high-quality, relevant code and content that search engines like and want. In many cases, our clients begin to see results within a month of their site going live. For advanced requirements, Gray Spectrum works with SEO specialists that can bring a web site to page #1 for some of the most highly-targeted search results.


Connect@grayspectrum.com to learn more.

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