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  • SEO and SEM are essential tools for enhancing the online visibility and attracting more visitors, ultimately increasing the chances of converting these visitors into customers of organizations in the social economy. These two techniques have different purposes. SEO can help organizations in Social Economy to develop high-quality, relevant content that meets the needs of users and search engines, optimizing website structure and performance, and building authoritative backlinks, while SEM can help organizations to craft targeted ad campaigns that reach potential customers at the right time with the right message, managing keyword bids, and continuously optimizing ad performance to maximize social return on investment (SROI).

    The unit focuses on key marketing techniques such as SEO (Search Engine Optimization) and SEM (Search Engine Marketing), which are widely used to enhance online presence and visibility on search engines, through websites.