In today’s world, no business can thrive without a digital presence. Traditional media is not enough to compete in such a scenario. You need a sound digital marketing strategy to compete effectively. For that, you must be aware of some basics of digital marketing. For instance to figure out which one is better for you, SEO vs. SEM, you must understand the two concepts.
What is SEO?
Search engine optimization is a digital marketing tool that helps businesses secure better ranking compared to competitors on search engines. By using tactics that build credibility and authority to the page, marketers compete for top rankings on SERPs. There are three broad categories of SEO
On-Page SEO: –
On Page SEO calls for using appropriate keywords and content that improves the credibility of the page moving it up the SERP.
Off-Page SEO: –
Off Page SEO focuses on building the authority of a page by having good quality backlinks with other credible websites, directories, and listings. By attaching a number of reliable links to your website, you earn a good reputation as per the search engine, earning a better ranking.
Technical SEO: –
Technical SEO is related to the overall structure and architecture of a website that may it user-friendly. This includes website security, mobile-friendliness, download speed, and other factors. A website that provides a great user experience climbs up the Google ranking faster.
What is SEM?
Search engine marketing is the paid form of digital marketing intended to increase web traffic for a business. It is also known as pay-per-click (PPC) marketing. Placing and optimizing ads and setting up a marketing budget for the ads are some activities of SEM. Using Google Adwords and authentic keyword research allows brands to identify relevant and useful keywords. When a user types the keyword, the ad appears on the page result. Every time someone clicks the ad, the brand pays for it; hence the word PPC marketing was coined.
SEO vs. SEM: What is the difference?
Understanding SEO vs. SEM will let you realize that there are a number of similarities between the two. Both are digital marketing tactics that help improve a brand’s visibility. They help improve traffic to your website. For the successful implementation of both strategies, you must have a clear understanding of your target audience. Thorough knowledge of relevant keywords is also crucial to success.
However, SEO and SEM are clearly different digital marketing tools. The most obvious difference is that SEM ad placements carry an “ad” designation with them, unlike SEO. Also, SEM search results have additional links such as phone numbers, call-to-actions, and other things, unlike SEO results. SEM is paid for while SEO gives you organic traffic. SEM is a more elaborate tool that lets you decide who can watch the ad. By enabling filters such as age, geographic location, and other demographic factors you can choose your audience while implementing SEM. On the other hand, SEO cannot be restricted to specific audiences. SEM is a more result-oriented strategy that gives you an immediate result. Based on results you can make amendments to various components such as ad copy, target audience, and other factors. SEM gives you the opportunity to turn on and off the paid ads as and when you deem appropriate making it a highly flexible approach. SEO, however, is a long-term strategy that requires a lot of patience before its benefits are gained. It adds value to your brand over time, unlike SEM. Its results occur in the long run; hence monitoring the success of the campaign cannot be gauged immediately.
SEO vs. SEM: which one is more suitable for your business?
It is very important to decide wisely between SEO vs. SEM. Here are some important factors to consider.
- Competition: –
Watch out for what tactics your competitors are using so that you can compete with them in the best manner. Identify gaps in both SEM and SEO strategies that you can fill to compete against them.
- Industrial analysis: –
If you are in an industry for a considerable time and have a thorough knowledge of your industry SEO would be more appropriate as it will let you leverage this knowledge to build the brand over time. SEM would be more beneficial for those who are new in an industry so that they can understand the consumer better through trial.
- Customer behavior: –
For products that feature shorter buying cycles, SEM would be better as it lets you place the product right in front of the customer when they are actively searching for it. On the other hand, there are products that require people to take time and effort to arrive at buying decisions. People carry their research, look for product reviews and other factors that help them decide. In such a scenario, SEO strategy would be more relevant to build long-term credibility and authority.
Therefore it is important to know the difference between SEO and SEM to implement these strategies at the right time.