SEM (Search Engine Marketing
) refers to the paid
promotion of websites in the search engine results pages for increased visibility. This enables companies to position themselves at the top of a search engine's results pages through certain terms, which are known as keywords
In terms of internationalisation
, SEM allows faster access (albeit at a considerable cost) to international markets than is obtained with SEO, especially in markets that are unknown to us from the outset. A correct SEM campaign allows companies to position themselves in different international markets
quickly, provided that the campaigns in question are properly planned and after the corresponding research into the different markets, their languages and, of course, their commercial culture.