With the acronym SEM (Search Engine Marketing) we mean a digital integrated strategy aimed to position a website in the first page of a search engine. In particular, it concerns paid positioning and organic positioning in SERP which takes place by implementing techniques based on keywords analysis and, above all, with respect to the search volume and competition.
The “keyword search volume” is based on how many people search for that particular keyword in the search engine. The “keyword competition” is based on how many people pay the advertising platform to position themselves on the search results page with that keyword. Then, the cost of a keyword depends on several factors, and takes place in the form of auction.

Activating a SEM strategy means implementing actions that bring results in terms of short as well as long term brand visibility. That is, organic and paid SEO+SEM strategies.