Have you ever thought about promoting your website on Google, but you are unsure if you pay for it or do the SEO?
Do not worry. People often confuse SEO for everything remotely associated with digital marketing.
For this, you would need to know about SEO and SEM and their differences. Although SEM and SEO are two sides of the same coin, they refer to a completely different sets of activities.
SEO (Search Engine Optimization) refers to optimizing a website to earn a good ranking in the search engine, whereas SEM (Search Engine Marketing) refers to paid advertising for a quick listing in the search engine.
Moreover, SEO intends to improve a website's presence by adopting organic marketing methods. In contrast, SEM utilizes pay-per-click or other paid approaches to gain massive visitors.
Read on to understand how SEO and SEM approach works for any business.
What is SEO?
SEO (Search Engine Optimization) refers to the strategy for attracting visitors from organic search results.
The marketing approach aims to improve your website's rankings on search engines such as Google, Bing, Yahoo, and others.
In the simplest words, SEO is a type of inbound marketing. Keep in mind that the higher on the list your website is, the more people will see it.
Here is how SEO impacts the visitors' decision-making.
- It aids in increasing your website's visibility on search engine results pages (SERP).
- It assists in the increase of organic search traffic to your website.
- It can aid you in increasing the number of people who click on your online adverts.
- It can help you raise your brand's online visibility and authority.
- It might enable you to increase the quality and relevancy of the content on your website.
- It can boost brand trust and credibility in the online world.
What is SEM?
SEM is the process of paid promoting a product, site, brand, page, or person in search engines.
Paid search, contextual advertising, and organic search rankings are used in SEM to increase a website's visibility.
Moreover, it refers to various approaches and strategies that marketers employ to increase visitor traffic to a website in a short time.
SEM is a term that encompasses paid search, often known as PPC (Paid per click) or CPC (cost per click).
What does SEM cover?
- SEM focuses on a specific goal: Paid advertisements are connected to the sales page that guides visitors through the sales funnel.
- It is frequently thought of as a bottom-funnel marketing tool, but it can also help brand awareness.
- It is excellent for the startup agencies that work with multi corporations and needs to distribute the budget across multiple campaigns.
- It is a crucial tool for increasing website traffic and conversions on nearly any budget – it is even more critical if you are a local marketer.
- It is one of the quickest traffic methods to implement.
SEO vs. SEM
Here are some of the key differences between SEO and SEM.
The best part of SEM is that you can set and control costs. You only pay when someone clicks your ad. There is no waste of money on uninterested audiences.
On the other hand, SEO facilitates a longer-term commitment, which means you'll have to be patient to see your money work hard for you. But it's worth it.
When you stop paying in SEM, your traffic goes to zero. Your investment is all upfront in SEO, and the traffic lasts longer.
So, if you compare prices over a short time, SEM will come out on top. However, if you extend the range to one year, SEO comes out top.
Time is an essential factor to consider when comparing SEO and SEM.
The ranking generated from SEO stays for an extended time on google for a business. In contrast, ads are generated from SEM only until the campaign lasts.
SEO takes months to build ranking and traffic to your web page. However, SEM can create traffic quickly.
Therefore, SEM is your best bet if you need to drive traffic to a web page on short notice.
But if you want to create evergreen content based on a rising term and multiplying value over time. It may take 3 to 6 months to see actual results.
The distinction is that SEO results are permanent, whereas SEM results are only good for as long as your campaign is active.
SEM is a good marketing tool for quick testing and data collection. When compared to SEO, SEM allows you to test keywords, ad copy, and bidding methods more quickly.
This opens up the possibility of improving landing pages based on precise data in a shorter time.
SEM makes it simple to test your efficiency and keeps track of whether it works correctly. When your campaign is not on the schedule, you can easily make changes to keep it on track.
However, SEO requires you to keep track of long-term results, which can take time and a lot of different tools.
Users are often wary of advertisers and are less likely to click on advertisements if they believe they would not be compensated or land upon a click-bait website.
Therefore, they often trust organic results as they believe those results are there with a purpose to help.
While many people click on advertisements, a solid organic Google presence has inherent trustworthiness, giving SEO an upper hand.
Is SEO Better than SEM or the Other Way Around?
For quick traffic and advertising, nothing beats SEM.
On the other hand, SEO focuses on optimizing web pages to meet the requirements of different search engines.
Some businesses begin with SEM and then go on to SEO. Others rely solely on SEO, while others focus exclusively on SEM.
However, you will quickly discover that combining SEO and SEM will boost your results.
Before designing a successful plan, you must consider your budget, goals, and KPIs (Key Performance Indicators).
Check this infographic to learn more.
So what to choose? The choice is easy.
SEM is for short-term results, and SEO is for the long-term presence in the Google search engine and continuous inflow of traffic.
It is good to start with SEM to gain your early clients and invest in SEO later.
However, SEO and SEM can become fantastic marketing strategies for any business.