UNSPSC 80141633: Search engine marketing

SEM (search engine marketing): Internet marketing to achieve a higher ranking in search engine results to enhance pay-per-click listing. It is a digital marketing strategy used to increase the visibility of a website on search engine results pages.

UNSPSC 80141633 Search engine marketing is a Commodity code capturing digital marketing and paid search services that state and local governments are actively procuring to drive awareness, engagement, and traffic for transportation agencies, tourism destinations, educational institutions, and public health initiatives. Recent solicitations show state and local buyers treating this code broadly—encompassing paid social media advertising, digital media analytics, content strategy, community engagement campaigns, and comprehensive integrated marketing across multiple digital channels rather than search engine optimization alone. The Orange County Transportation Authority (OCTA) and its partner agencies appear as repeat buyers, with three recent solicitations for rail and transit marketing services valued at $200,000 to $450,000 each over two to three years. State agencies including the Texas Office of the Governor, Texas Education Agency, and Texas A&M University System entities are also active, along with county transportation departments, municipal tourism offices, and transit authorities across Florida, Georgia, Michigan, and Arizona. Deliverables commonly include social media content creation and management (Facebook, Instagram, TikTok, X, YouTube, LinkedIn), paid advertising campaigns, performance analytics and reporting, audience research and segmentation, email marketing, video production, and strategic communications planning aligned with organizational brand guidelines.

Recent solicitation activity concentrates in California and Texas, with secondary activity in Florida, Georgia, and Arizona. The Orange County Transportation Authority issued three separate marketing RFPs between June and July 2026—RFP 250271 for Express Lanes marketing ($450,000 over three years), RFP 250350 for Measure M Environmental Mitigation public outreach ($150,000 over three years), and RFP 250315 for Pacific Surfliner social media and digital marketing services ($450,000 for one year initial term, with two optional two-year renewals extending through 2031)—all with response dates in June and July 2026. The Texas Education Agency and Texas Office of the Governor combined issued five tourism and educational marketing RFPs in June and July 2026 targeting international markets (Australia, Mexico, Israel, Asia), with contract values ranging from $250,000 to $55 million over one to five years. East Texas A&M University issued RFQ 26-0003 for on-call marketing services (July 23, 2026 deadline) with a VetHUB participation goal of 2%, and the City of Milpitas issued RFP 26-155 for communications and marketing support (July 28, 2026 deadline) on a five-year term. These opportunities are structured as time-and-expense engagements, fixed-price contracts, or commission-based arrangements, frequently requiring dedicated account management, performance metrics reporting, and compliance with accessibility and brand standards.