Minimum knowledge of online marketing is essential for every website owner. Regardless of the specifics of your website (personal blog, news site, online store), it is good to know something about the tools you can use to promote your products, services, and content in the online environment. SEO vs SEM are among the most popular means of online promotion you can turn to.
Because they also have a number of common features, these two tools are often confused. It is important to remember that both the purpose of SEO and SEM is to increase the visibility and authority of a site in the online environment. In the following, we will present to you in more detail what each one consists of.
SEO vs SEM – defining features
SEO is an acronym for Search Engine Optimization and designates a strategy for optimizing web pages to be found more easily by search engines. The traffic obtained through an SEO strategy is free or organic, and the better it is, the higher the website will be displayed in the list of search results on Google or other search engines (Bing, Yahoo, etc. .)
Because most internet users only see the first results on the first page of Google searches, the best possible position of a website is essential to get as much traffic as possible, increase the number of users and the conversion rate.
An effective SEO strategy involves several components that work together, from keywords and their placement to image optimization and structuring text content.
There are two types of SEO:
On-page SEO – refers to a series of measures that the site owner can usually take to ensure a better position in search engines (keyword selection, meta titles, meta descriptions, search engine optimization). upload and pictures on the site etc.)
Off-page SEO – link building (the existence of links from other quality sites that link to yours), reviews from other companies, online listings, etc.
Why is SEO important for your business?
The answer is relatively simple – most of us research a topic, buy products, and make reservations online, using keywords to find what interests us.
Therefore, it is essential to have access to this audience through an SEO strategy that ensures the primacy of your content. If you design and implement effective SEO tactics, the next time someone searches for information about a service you offer, the chances of them finding you instead of your competitors will be higher.
SEM (Search Engine Marketing) is a comprehensive term that is often confused with SEO. However, SEM is a form of online marketing that includes SEO, but also paid campaigns.
According to Search Engine Land, quoted by weidert.com, Search Engine Marketing refers to “the process of getting traffic to the website by purchasing ads on search engines.”
Thus, SEM also includes SEO but also involves gaining visibility through paid advertising on various search engines. These processes are called pay-per-click (PPC), but there are other terms that designate specific Search Engine Marketing activities, such as CPC ads.
The most popular ways to do such paid campaigns are Google Adwords or Bing Ads.
The following can be considered SEM tactics:
- Maximizing the number of organic searches
- Creating websites optimized for lead generation and sales growth
- Pay-per-click campaigns in search engines
- Paid links to other websites
- Occasional guest posting on sites with high authority in your field
- Placing sponsored ads and posts on social media
- Creating newsletters and email marketing campaigns
- Building communities on forums or other sites that share content
Traffic obtained through SEM tactics is considered one of the most important types of internet traffic for several reasons:
- Your audience is targeted – people use search engines to find solutions to problems, answers to questions, customized products or services, so a company will have access to the target audience they are looking for
- When searchers on Google click on a paid ad, the chances of buying are higher. Due to the relevance of websites and ads, SEM traffic is more valuable online compared to traffic from other sources.
Conclusion – SEO vs SEM
As mentioned earlier, SEO is a component of SEM. I can consider SEM as a comprehensive online marketing tool that includes both SEO and sponsored ads (PPC) or SMM (social media marketing).
These terms are considered erroneously identical or are interchangeable in the minds of certain specialists. Therefore, there are currently debates among marketers regarding clarifying the similarities and differences between SEO and SEM.
Although both methods have common goals, to increase the visibility and authority of a website, as well as its position on the results page, SEO and SEM do not designate the same thing.
It is important to note that:
- SEO focuses on optimizing individual websites and pages to attract organic search results
- SEM is a broader term that designates SEO, PPC (pay-per-click) strategies and usually involves paid marketing.
- Both SEO and SEM need to work together to drive as much traffic as possible through search engines.
SEO or SEM? What should I choose for my business?
Choosing the right strategy involves setting realistic and achievable goals that you want your business to meet, and then see which of the means of promotion presented above meets your requirements.
In the long run, however, we recommend a mixed strategy that includes both SEO and SEM. It is essential to be visible in both organic and paid searches.
A solid SEO strategy, along with paid ads targeted at consumer needs will complement each other. Think of SEO as a foundation – only through well-optimized and quality content for consumers will you be able to start building an audience that will then respond favorably to your sales efforts.
Using both ways to optimize and popularize your online business together you will have the best results (increased traffic, conversion rate, number of sales, building communities, etc.).
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