Search Engine Marketing (SEM) and search engine optimization (SEO)

From paid search account management to pure search engine optimization, Rewire Marketing can build and execute a search marketing strategy that maximizes your visibility in this vital channel.


A comprehensive search engine marketing program is the foundation of effective internet marketing strategy. Search is an indispensable part of virtually every internet user's daily routine, making search engines a primary gateway to the web.

The most profitable and successful search marketing programs emphasize a strong presence in both paid and natural (also called organic) search engine results. Maximizing and optimizing paid and natural search engine listings in tandem – known respectively as Search Engine Marketing and search engine optimization (SEO) – has a compounding effect that yields results greater than the sum of their individual parts.

Typically paid search campaigns exhibit the highest ROI of all internet marketing channels. This trend is due, in part, to the nature of the medium – users searching for information are far more receptive to marketing messages than when browsing content online. Indeed they're requesting it, resulting in a unique marketplace of "on demand" advertising that makes search marketing so powerful.

Because marketers control the keywords for which their ads are displayed in paid search, as well as the page on which users land when they click, paid search serves as a more nimble, shorter term internet marketing solution than natural search engine optimization (SEO).

But well executed SEO can yield fantastic ROI that often exceeds paid search's since it allows marketers to profit on essentially free traffic from keyword searches related directly to their core products and services.

Good search engine optimization requires carefully crafted keyword targeting, content and link building strategies – and patience. There are no silver bullets in SEO, and marketers should be wary of claims of quick ascendency in natural search results. When discovered – and eventually they always are – advertisers using gimmicky SEO techniques that attempt to game a search engine's algorithm are promptly treated to a trip to the bottom of the search engine's index which can be very difficult to recover from.

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