What is the Difference between SEO and SEM – read here!
There are a lot of digital marketing terms for newbies to keep track of. It’s not always easy to remember what CPC, CTR, or PPC stand for. Acronyms like these can be confusing and are sometimes just jargon. If you’re new to the world of digital marketing, two acronyms that we strongly recommend remembering what they are is SEO (search engine optimization) and SEM (search engine marketing), and here’s why.
Search engine marketing
SEM is synonymous with ‘pay per click advertising’, otherwise known as PPC. Search engine marketing improves a website’s visibility by paying for advertisements to be displayed in query results. SEM paid advertisements work by targeting keywords. When a customer searches using a given keyword, a search engine like Google or Bing will display your ad in response, and said ad will appear as a sponsored search result, without you having to do much else.
Search engine optimization
SEO is the process of optimizing website content with search intent kept in mind. SEO involves creating high-quality content and prioritizing website user experience. When a user clicks on your website in response to a search, it’s SEO that affects site analytics like bounce rates, lead conversions, and more. SEO is what increases your website’s organic search rankings. Unlike SEM, search engine optimization does not necessarily involve paid ads nor is the exchange of money required.
The differences and similarities between SEO and SEM
There are several things to remember in differentiating between SEO and SEM. For example, keyword optimization in SEO is organic whereas keyword association with SEM is paid. Similar to both concepts, to capture the most traffic possible, keyword research must happen. High-volume keywords are more expensive and competitive to chase wherein low-volume keywords are affordable yet not as promising in their return.
Something to keep in mind is that SEO and SEM are both strategies that require ongoing maintenance. No website can optimize and expect not to have to make any adjustments. Whether it’s SEO or SEM, one needs to track how strategies are performing, re-optimize, and continue to adjust to maximize a site’s performance.
SEO and SEM can and should work together
SEO and SEM work well together. Choosing one over the other doesn’t need to happen. A successful website optimization strategy requires both to function to its maximum degree. Although SEO and SEM can work separately, together, they’re even better. They’ll save on time, cost, and deliver better results.
Across any digital marketing campaign using SEO and/or SEM, it’s important to keep in mind a site’s long-term goals and where you see your business going. The only way to achieve results is to ensure you know what you’re chasing. By combining together SEO and SEM, you ensure you’ll have a strong online presence and ultimately generate the returns you want.
Learn how to balance SEO strategies with SEM with Unlimited Exposure. As digital marketing experts, Unlimited Exposure has helped numerous brands and websites achieve amazing results across channels like SEO, SEM, eCommerce, social media, video marketing, and more. Plan your next digital marketing campaign with Unlimited Exposure and be treated to real results! Speak with a representative today.
