What do you reckon with SEM and SEO – do you think one is better than the other? Search Engine Marketing and Search Engine Optimization are two concepts in the digital world that must not be missed. These practices are staples to achieving success online.
It’s easy to assume that SEM and SEO mean the same thing and produce equal results because they’re used simultaneously by marketers and business owners. However, these two concepts are entirely different if you look at them closely.
Let us define and differentiate Search Engine Marketing and Search Engine Optimization and how they affect your business performance on the Web.
What is SEM?
SEM stands for Search Engine Marketing. It refers to increasing website traffic and enhancing visibility at search engine sites through a mix of paid and free digital techniques. At some point, SEM is a form of paid advertising. This strategy requires paid search ads on a website to gain popularity.
What are the Components of SEM?
SEM can help you increase the visibility of your site or blog both through paid and unpaid techniques. When combined altogether, SEM can be a very successful strategy for your brand. Here are the five major components of Search Engine Marketing that influence the performance of your website.
1. Pay-per-Click (PPC)
Pay-per-click is a form of search engine marketing involving payment every time a person clicks an ad, which leads back to the advertiser’s website.
The concept of PPC came from the idea that the interest of a searcher and the possibility of getting a sale are measured through clicks. PPC is a convenient way of buying traffic and visits to your website, contrary to the organic method of increasing website visibility.
2. Search Engine Optimization
Another component of SEM is Search Engine Optimization or SEO. This marketing strategy focuses on building traffic and directing it to a particular site through organic or non-paid search engine techniques. SEO helps a marketer or business owner improve rankings on various search engine websites.
Search Engine Optimization is also considered an ideal way of building the strength of a brand because of its “natural” methods of marketing.
3. Conversion Rate Optimization
Abbreviated as CRO, Conversion Rate Optimization is a systematic way of increasing website traffic. This component of SEM involves qualitative and quantitative data analysis that aims to improve conversion rates of leads into the desired goals.
A successful conversion depends on the outcome set by a marketer or business owner. Examples of these conversions include purchasing a product, signing up for membership, requesting a quotation, downloading a file, subscribing to a service, among others.
4. Landing Page Optimization
A subset of CRO, Landing Page Optimization or LPO refers to the process of improving landing page elements to increase conversion. The goals of LPO are to achieve higher conversion rates from site visitors and to enhance the overall user experience on the website. Also, Landing Page Optimization aims to maximize the amount spent on advertisements or through pay-per-click.
5. Quality Backlinks
Backlinks are considered of good quality if those links direct users back to your website. Users research and input keywords or keyword phrases on search engine sites. When the results give the users a page that does not necessarily belong to your website but direct links to your website, then that is a good quality link.
A backlink happens when an image, text content, or a website’s URL is linked back to your site from another source. These links must come from valid sources, contain trustworthy information and rank high trusted flow metrics so that the SEO and SEM ranking of your website will improve. Once you are famous and have good PR, link acquisition will be more natural.
What Is SEO?
SEO stands for Search Engine Optimization. It’s a marketing technique which refers to all processes of driving traffic and increasing visibility of a website or page through organic search results and free advertising efforts. The primary goal of SEO is to optimize a site and to earn top ranks in search engine websites.
SEO includes both creative and technical components to help marketers and business owners achieve top ranking, more website traffic, and brand awareness.
A successful search engine optimization starts with the right and relevant keywords. These are words or phrases that users input into search engine websites to find a particular subject or piece of information. These keywords match your content with the specific search requirements that your potential customers are looking for.
You can also determine the proper keywords appropriate for your product or service through keyword research tools such as Google Keyword Planner, Keyword Tool.io, SEMRush and others.
2. Relevant Content
The second step in SEO is the content. Content refers to the article or write-up found on a site or web page that holds all the necessary information relative to the keywords used by the Internet user. This article presents details relevant to the needs of users and so helps them make a decision – to purchase a product, to use a service, to sign up for membership, and so on.
Content plays one of the most significant roles in Search Engine Optimization. It remains the king of SEO.
3. Quality Backlinks
Within the content are links that provide sources of the essential information presented. Moreover, these links are tied back to your website, or another page on your site or to an external source. Backlinks should be of good quality because these will help enhance your search ranks and website visibility. Images, text or a website can be used as backlinks.
Internet users and your customers will understand your content even better if there are images with it. Photos enhance the user experience and make the material more attractive, efficient and relatable.
Some internet users do not take the time to read the entire content. Instead, they browse the images simply because it is more convenient for them. These customers are visual and value pictures more.
5. Social Media
Nowadays, a marketer or business owner needs to incorporate Social Media into the marketing plans and strategies. Social Media is one of the significant drivers of brand awareness and popularity.
In SEO, Social Media plays a vital role because of the natural and organic traffic it brings to websites. Through Social Media, you can advertise, update product or service information, get customer feedback, listen to complaints, solve concerns, implement a promo or launch a new offer. Opportunities in Social Media are endless.
The Difference Between SEM and SEO
SEM and SEO are two interconnected concepts used to achieve success when promoting a brand and increasing website traffic. Although related to each other, these two terms have differences as well. Let us look into them.
- SEO is one of the major components of SEM. It’s a form of marketing strategy that is aimed at increasing conversion rates and developing brand awareness.
- When SEM is used to increase brand visibility, paid and unpaid strategies are implemented. Whereas in SEO, a marketer or business owner can achieve top rankings through organic or natural methods. These procedures are unpaid.
- Search Engine Marketing cannot survive with paid ads alone. Therefore with SEM, there should be a balance between paid ads and organic search results through SEO.
- The traffic results generated from SEM are specific and more likely to convert because SEM ads are targeted. The organic results from search engines are generic and can present many options to a problem. When users click on a website or advertisements from the search results incorporating SEM techniques, the outcome is better.
- A search that has a corresponding cost is more precise and can produce a fast conversion. Through SEM, you will get the searchers you want at a specific budget.
The traffic generated by your website and the awareness created for your brand are significant for a marketer or business owner to achieve success online. With various opportunities presented to you on the Internet, you cannot merely hit your targets with organic or natural search techniques alone. It is also important to allocate a budget for targeted searchers and paid ads for preciseness of results. Thus, SEM and SEO are equally essential to achieving growth in the Digital World.
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Hey, great article! SEM is a very critical component of the internet marketing domain. In fact, paid searches can offer attractive ROI on their initial amount provided the campaign has been optimized properly.