Search engine optimization or SEO is all about optimizing your website for search engines (usually Google but it is important to keep other search engines like Bing, DuckDuckGo, etc. in mind). This will ensure more traffic for your website. However, some businesses require more than just SEO to expand and thrive, especially the ones that need quick results.
Before finalizing the marketing strategy for your business, you should learn how to differentiate between SEM and SEO. Both of these tactics might appear to be the same. However, there’s a world of difference.
SEM stands for Search Engine Marketing. This includes paid tactics like Pay Per Click. In this article, we will explain how SEO services differ from SEM and which strategy will suit your business. Let’s get into the details.
How SEO differs from SEM?
SEO and SEM are both meant to target people making searches on search engines. Both of these strategies are similar in this way but they have their differences. Let’s discuss SEO and SEM in terms of their similarities and differences.
Increase brand visibility:
Both SEO and SEM boost the visibility of a brand in search results. The purpose of these tactics is to help a brand appear in the search results when its intended audience searches for a particular term related to the respective business.
Drive more traffic to the website:
The goal of both of these strategies is to get more traffic to the website of the brand they are employed for. Each of them is used to boost CTR or click-through rates of the website.
Based upon audience’s preference:
To create effective SEO and SEM strategy, you need to know your audience to the core. You need to understand the preferences, buying behavior, and psychology of your audience to create marketing strategies that sell.
Both require keyword research:
Both SEO and SEM require you to look for popular search terms. Therefore, before designing an effective marketing strategy you need to perform keyword research. This way you will be able to connect with the best targets.
Target specific keywords:
Both of these strategies require the identification of relevant keywords. The respective strategy is then developed around the identified keyword.
Continual optimization is necessary:
Both SEO and SEM require constant optimization, testing, and monitoring to boost the efficiency of the website.
The search placement of SEM requires an Ad designation. That’s not the case with SEO. The search results of SEM and SEO appear different on SERP. SEM results appear as paid ads with an icon appearing next to them. On the contrary, the SEO results don’t have an icon placed next to them.
Unlike SEO search results, SEM search results have ad extensions. SEO results have featured snippets instead. Upon clicking an SEM ad extension, you will be redirected to additional links, phone numbers, and callouts. A featured snippet will take you to the homepage of the website upon clicking.
SEM requires you to pay every time a user clicks through the ad extension. On the other hand, you don’t need to pay a penny when the users click on an SEO result.
Search results visibility:
SEM results are visible to only a specific target audience. However, SEO results are visible to all. Moreover, SEM provides you instant results, whereas, SEO requires some time to offer the desired results.
Which strategy is better for your business?
Every business is not the same. The strategy that suits one business may not work for another. Various factors help in deciding which strategy you should use to expand your business. These factors include:
- Your competitors
- Your knowledge of your niche
- Your experience in the market
- Customer buying cycle length
- Average cost-per-click within your niche
- The current status of your business website
By identifying these factors, it gets easier for you to decide where you stand as a business. This also makes it clear which strategy or a combination of strategies will work for you.