As a Digital Marketing and SEM specialist, I work with location-based marketing daily, but I know that is not the case for everyone. In this article, I will break down the fundamentals regarding geotargeting and search engine marketing and answer the age-old question of “How does it impact my vacation rental company?” I hope that the information I provide you with will give you the tools & terms to discuss using geotargeting within your pay-per-click (PPC) strategy with ease and confidence.

First things first, what is the difference between SEO and SEM?

SEM stands for search engine marketing, which is the process of using paid advertisements in Microsoft Ads and Google Ads to market your website and show up higher in the search engine results pages (SERPs) by paying money for ads and bidding on keywords related to your brand. However, SEM is also often used to describe “anything” in regard to getting seen on search engines, including SEO.

SEO stands for search engine optimization, which focuses on optimizing a website’s landing pages with keywords and other ranking factors to increase its chances of showing up higher in the SERPs. If a website is new or in an extremely competitive market, SEM coupled with SEO is a smart strategy to get your brand in front of the right audience.

Here is an example of what a SERP looks like with Paid Ads and Organic Results.

Now, what is geotargeting?

Geotargeting, not to be confused with its cooler sister geofencing, is not as...

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