SEO and SEM
Marketers still haven’t decided if SEM is better for business marketing or if they should stick with SEO. SEO and SEM are both ways to get people to visit your website. The only difference between Search Engine Optimization and SEM is that SEO gives you free traffic from search engines. With SEM or PPC, on the other hand, you have to pay for each site visitor.
When you think about how much it costs, the answer may seem clear: SEO is the best way for a business to market itself. But the answer isn’t as easy as it might look.
You’ve come to the right place if you’re a marketer looking for answers or a business owner trying to decide between SEO and SEM.
Read on to find out how Search Engine Optimization and SEM are different. This blog will break down both methods and help you find the best way to market your business.
What are SEO and SEM?
What does SEO mean? SEO is the process of making website content better for search engines. It uses both on-page and off-page optimizations, as well as technical SEO. To get the results it wants, a company needs to use SEO practices like publishing keyword-optimized content, matching users’ search intentions, and back-linking.
If you’re wondering, “What is Search Engine Marketing?” you’re not alone. Here’s what to do:
Search engine marketing is a way to promote a business by using paid ads. These ads show up on the pages of search engine results. It uses a healthy mix of digital marketing services, like pay-per-click (PPC) ads, to help a business reach its conversion goals.
How is SEO different from SEM?
SEO helps people find you when they search for something. The results often differ from market to market, but competition is tough. If your company doesn’t appear on the search results first or second page, most users probably won’t find you. Most of the time, you don’t have to pay search engines for SEO.
With SEM, you pay to put your ad in a search engine, either above or next to the search results. People who search for something will see your ad. When it comes to advertising, SEM gives you more control than SEO. SEM can send more targeted traffic to your website than SEO alone.
Even though they are different, the best way to market your business online is to use SEO and SEM.
Putting your SEO and SEM plans together
Not too long ago, many businesses kept SEO and SEM separate. The SEO team’s main goal was to improve websites by linking them to other pages on the Internet. The SEM team looked at keywords and took care of them to drive traffic.
Search Engine Optimization and SEM strategies are often used together by companies today. Search Engine Optimization and SEM are two programs that work well together. They can get better results when managed together than when done separately. A report that Mashable put out in June 2011 says that there are three things you should do to get the best results:
Measure the paid click percentage
Refine, review and repeat.
Both Search Engine Optimization and SEM require Internet users to search for keywords. Find keywords that will give you the best SEO and SEM results from free and paid searches. It means doing analytics on the tens of thousands of possible keywords. When you find a keyword that gets much traffic from SEO but not as much from SEM or the other way around, you may have found a way to use that keyword more in the other strategy. For example, if you use a keyword that gets traffic from SEO, you can try using it more in SEM.
You can find the keywords or phrases that bring people to your website by looking at your paid click percentage. For example, if “keyword A” gets 1,000 searches and 50 clicks, but “keyword B” gets 500 searches and 200 clicks, it might make sense to boost your paid advertising for “keyword B.” It is because 40% of people click on it, while only 5% click on “keyword A.”
The results of these measurements from SEM can also be used in your SEO strategy. Using the results from the above example as a guide, you would use “keyword B” more in the copy on your website to get more traffic through SEO.
SEO and SEM are ongoing forms of marketing. To get the best results, you must continue to measure results, look into data, and make the necessary changes.
Remember that the Internet world moves very quickly and is getting faster. What you do today to get SEO and SEM results might not work well in a few months. On the other hand, if you can spot trends, you can put your business in a way that will bring more potential customers to your website. If you do that, at least for now, you’ll have reached your goal.