Search engine marketing, or SEM, is the use of advertisements that appear in the search engine results pages, or SERPs. With pay-per-click SEM, for example, the advertiser will bid on keywords that users are likely to enter into a search engine when searching for a product or service, and the advertiser’s ad will be shown to the user next to organic results for their search query. With local search marketing, also known as local SEO, a digital marketer will optimize a page’s meta data, focus on local content, and optimize their client’s company for Google My Business, to capture local customers at the moment they are searching for a product or service in their specific region.
Digital direct marketing involves speaking directly to the consumer. The primary methods for doing so include SEO, social media, email marketing, and PPC advertising. The goal is to get your company's message in front of consumers who are searching for or might be interested in your products