Our initial approach on SEM / SEO / Display breaks requirements down into a few parts. This isn’t always perfect but it’s a good start when ascertaining where to position your brand, service or product online.

Search Engine Marketing (SEM)
Is optimised to attract visitors looking for a product/service ‘like’ yours.

Search Engine Optimisation (SEO)
SEO should be optimised to attract visitors looking for your ‘brand’ or ‘product/service’.  

Display advertising (CPC / CPM / CPA)
is telling prospective customers about your ‘brand’ or ‘product/service’.