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Site positioning. The difference between SEO and SEM

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When we talk about website promotion we mainly refer to two methods or disciplines:

Search Engine Optimization (SEO)
Search Egine Marketing (SEM)

What is the difference between Search Engine Optimization and Search Engine Marketing?

Search Engine Optimization (SEO) includes all those activities to improve the positioning of the pages of a website on the search engine results pages in correspondence with the keywords considered most representative and strategic

The SEO Specialist optimizes the architecture of a site, therefore acts internally

Search Engine Marketing (SEM) includes all those activities to improve the visibility of a website through links, paid campaigns etc ...

The SEM Specialist is responsible for managing Pay per Click campaigns, increasing link popularity and evaluating the return by optimizing the campaigns

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