Ever heard of the saying ‘same same, but different’? That’s exactly what we get with SEO and SEM. Both work with the same platforms, such as Google and work towards achieving specific goals, such as helping your website get found by the customer you are trying to attract. However, they are very different strategies and implementing these strategies requires a different commitment in terms of your time, budget and effort.
So, what actually is the difference between SEO and SEM? And how do these two areas of digital marketing work together?
Search Engine Optimisation is not easy to summarise in a short blog as it takes into account a number of factors, but essentially Google wants to understand your website, it’s content and relevancy to a user’s search so to be able to offer your website to the user. Search engines offer guidelines in terms of how to optimize your website so that they can help both your business and the user find each other.
Search engines will look at a number of things when assessing your relevancy to a user’s search, such as:
Ensure that your websites’ core SEO is taken care of which will then set the tone for how well the rest of your website will function and the organic traffic that it will attract.
Search Engine Marketing is a paid search advertising that you often see with a Google Ad at the top of your search page list.
SEM is targeted paid campaigns that use selective keywords and the advertisers’ platform to raise the visibility of their offering and website immediately. The benefits are many including brand recognition as it means that your site will be closer to the top of the list every time someone searches for that keyword.
Another benefit is that because it consists of paid ads, you can make sense of your ROI more easily. You can monitor your ad budget and make changes to your website or to the ads based on the success of your campaigns.
We believe that paying attention to your business current and future goals will help set your SEO and SEM apart from your competitors. These are our recommendations for how to optimize your business website to get the best results out of these two strategies.
Anyone wanting to grow their business and use digital marketing technologies to their advantage must understand how SEO and SEM work separately and together to bring the results your business deserves.
Evidence proves that the majority of people are searching online before making a decision to purchase a product or to engage with a business, therefore it is essential to have both a strong presence in search engines results pages and to continuously develop strategies to ensure your business visibility and business growth.