With recent advancements in the world of marketing, you have probably heard of various jargon that people use including SEO and SEM. In fact, you may be amazed by what these terms mean and how they can be used in marketing your business online. So, if you are confused about these acronyms, and want to learn about the benefits these offers, then you should read along to have a better understanding of SEO and SEM services for effective online marketing.
SEM, or search engine marketing, is often considered the part of search marketing that uses PAID tactics to gain visibility in SERPs. A paid SEM strategy includes both the activities involved with setting up and optimizing ads as well as setting a budget that pays for the placement of ads.
SEO, or search engine optimization, is the part of search marketing that uses ORGANIC tactics to gain visibility in SERPs. With SEO, brands don’t pay for placement on SERPs. Instead, they use a variety of tactics that prompt search engines to show their content near the top of SERPs because the result is valuable and authoritative.
Our SEO services include hundreds of tactics that can help a brand increase their search rankings. These white hat SEO techniques are often grouped into three categories.
On-page SEO optimizes each individual page of a website to target a specific keyword and apply it to search engines. These include keyword research, content creation, and keyword optimization. On-page optimization in SEO helps search engines understand a page of content and, therefore, give it great ranks.
Technical SEO optimizes the non-content elements of a website and the website as a whole to increase its backend structure and foundation. These strategies relate to site speed, mobile-friendliness, indexing, crawlability, site architecture, structured data, and security. Technical SEO increases both user and search crawler experience, which leads to higher search rankings.
Off-page SEO increases a website’s reputation and authority by connecting it to other high-quality websites. Off-page SEO techniques include link building (acquiring high-quality backlinks) from other websites and managing local listings and directory profiles. When many websites link to a brand’s website, it shows search engines that the brand’s website is trustworthy, reliable, and reputable, which increases its search rankings.
Both help a brand appear in the search results. One of the SEO and SEM basics is that they both aim to help a brand appear in prominent positions on SERPs. The goal of each tactic is to help a brand show up in search results when users search for specific terms related to the brand’s industry, business, or offerings.
Both are designed to drive more traffic to a website. The goal of both is to gain visibility on SERPs, but more importantly, to drive traffic to a website. Each strategy employs tactics to build click-through-rates (CTR) and get more users to click on the search results.
Both require knowing your audience. To succeed in both strategies, you must have a good understanding of your audience and how they act. By using buyer personas and psychographic segmentation, you can get to know your audience, discover what their needs are, and what they are searching for. Then you can create valuable content that shows up when they go looking for solutions related to your brand.
Both use keyword research to uncover popular search terms. The first step for both SEM and SEO is performing keyword research to identify the best keywords to target. The research includes looking at keyword popularity to describe the top keywords or buying keywords that your ideal audience searches for. It also includes looking at keyword competition to see what other brands are targeting the same keywords and determining what you will need to do to compete with those other companies.
To conduct keyword research, start with Alexa’s Keyword Difficulty Tool. Enter a search term related to your industry, business, products, or services and view a list of related search terms along with scores on their popularity and competition.
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