Strategic marketing, like search optimization, is required for brands that want to gain the attention of customers and grow their business. Now, search optimization might be a complicated strategy if you do not know the difference between SEO and SEM, and how they should both work for you.
These two strategies may sound the same, but they are indeed two different approaches to search optimization.
Suppose you use the SEM and SEO terms interchangeably, you will not be able to effectively communicate a clear strategy for improving your visibility on the search engine.
What is SEO?
SEO (Search Engine Optimization) uses organic strategies to gain visibility in search engines. Users of SEO brands don’t pay for their placement on Search Engine Results Pages (SERPs). Instead, they use strategies that give search engines no choice but to show their contents near the top of SERPs because the search results are valuable and authoritative.
Search engines usually go through several things on a website, like keywords and tag, and ranks them to attract organic traffic.
There are so many strategies that promote a brand’s ranking on a search engine with SEO. However, we can streamline them into these three categories.
Related article: Top 15 SEO Software Tools of 2022.
1. On-page SEO:
This strategy uses keywords optimization, content creation, and keyword research. It is to target specific keywords to appeal to search engines.
Having quality content reports a message to search engines that your site delivers a legitimate or good service.
It helps search engines understand and promote the content of a page, thereby giving it a higher rank.
2. Technical SEO:
The tactics in technical SEO include site speed, mobile-friendliness, data structure, security, and site speed. All this optimizes the non-content element to boost its back-end structure and foundation.
This kind of SEO improves the user’s and search engines’ experience, bringing higher search rankings.
3. Off-page SEO:
Off-page SEO links a website to other higher-quality websites to improve its reputation and authority on search engines.
When a website connects to a brand’s website, it shows search engines that the brand’s website is trustworthy, reliable, and reputable, increasing the brand’s search rankings.
Note that a solid and effective SEO plan focuses not only on one of the three types mentioned but also on all combined strategies. When you implement the three, it produces the best results.
What is SEM?
SEM (Search Engine Marketing) is a part of search marketing that uses paid strategies to gain access to visibility or on SERPs.
SEM strategies include setting up and optimizing ads and a budget that pays for the placement of ads. The SEM marketing strategy is also referred to as paid search or pay-per-click (PPC).
For example, Google Ads is the search engine most frequently used for this strategy. Using this technique, brands use the best keywords to target more views for their sites, industries, products, and services.
When customers and users use keywords in search, they’ll see the custom ads at the bottom or top of search engine results pages (SERPs). They will then charge the brand for each user who clicks on the ad.
SEM is a good strategy for your brand’s recognition because you’ll be at the top of the list every time a user or customer searches. It is a great way also to bring traffic to your website.
After going through this, you might now ask:
What is the difference between SEO (Search Engine Optimization) and SEM (Search Engine Marketing)? How can I relate them both, make them work together, or differentiate them?
Differences between SEO and SEM
SEO and SEM are geared toward achieving the same goal but executed through different actions. It’s just other techniques of advertising.
Remember, SEM results are paid placements. You have to pay each time a user clicks on the result, meaning that you need to have a budget for continual SEM ads.
|SEM is majorly and strictly paid advertisement||SEO is mostly about monitoring and analyzing organic (unpaid) traffic patterns|
|SEM search results include ad extensions||SEO’s results appear to have only featured snippets|
|With SEM, you get charged each time a user clicks on a search result||Using SEO, you don’t have to pay anything when a user clicks on a search result|
|SEM results are immediate||SEO results takes more time|
|SEM is better for testing because you can turn off ads at any time||With SEO, results come in very late and you cannot just ‘turn off’ the work you have put in|
|SEM is flexible and you can change strategies when you like||Changing SEO strategy takes a long time|
|SEM value only show while your campaign is active||SEO values add over time and they are long-lasting.|
Similarities between SEO and SEM
- They both assist brands in appearing in top-ranking positions on SERPs.
- SEO and SEM are designed to drive more traffic effectively to a website. They both work to gain visibility on SERPs.
- They both use keywords to improve clicks. They also both target specific keywords identified during keyword research.
- They both require testing, monitoring, and continual optimization to improve performance.
SEO vs SEM, which is better?
To determine which of these strategies is a better option for your brand, like budget, business growth stage, and what is obtainable in the competition world.
1. Consider what is obtainable in the competition world before choosing what way to compete against—research what paid terms you can use to drive traffic to sites.
2. Look at how well you know the industry. If you have been active for a while and know already what your users want and what best way to reach them, you may want to start to grow a long-term SEO strategy that will provide value over time.
But, if you are not sure how users and competitors will react to your content, you should consider SEM because it allows you to test, go through or reconsider your ideas, products, and services.
3. Look at the average cost-per-click in your business. Search and consider the expense before concluding that SEM or SEO is suitable for your business.
4. If you’ve just opened or are about to start your business or launch your website, it will take a significant while to develop your SEO before you can organically appear in the search engine.
In this case, it does not mean that you shouldn’t use or consider an SEO strategy; before you are fully set for SEO, you could benefit from the SEM strategy.
While building organic SEO, SEM is an effective way to drive traffic immediately.
You may also like to see our latest article, How to Get Free Traffic to Affiliate Links (Copy My Methods).