Often confused, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two different digital marketing techniques that are used by businesses to reach their target audiences on Google and Bing.
Here’s the simple difference: SEO is an organic search approach, while SEM uses paid methods to appear in search results. While some may claim that SEM may include both organic and paid search, the general assumption is that SEO uses unpaid techniques and SEM pays for services.
SEO is the art of getting Google and Bing to recommend your content to their users who are searching for answers or resources on a specific topic. This is done by having a developer optimize the website with technical SEO, on-page SEO, content creation, and off-page SEO to rank well in Google or Bing.
Technical SEO improves the structure of the website, including speed, responsiveness, security, data structure, etc.
On-page SEO optimizes the webpage to help search engines understand the content in context as they crawl through. This includes title, H1, and meta tag optimization.
Fresh content is critical to gain searchability to your site. This includes blogging, updates, new images, and uploads.
Off-page SEO uses link building and other strategies to improve and authenticate the website to the search engines. If the search engine recognizes the website as a trusted website, it will rank higher.
Effective SEO uses a combination of these principles executed by a knowledgeable, professional specialist.
SEM usually includes paid tactics, search engine advertising, and PPC (pay-per-click) strategies. This is the process of using platforms such as Google Ads, Bing Ads, Display Ads, YouTube Ads, and others to reach the target audience. It involves setting up ads, optimization, and overseeing analytics in order to increase conversions.
Both SEO ad SEM should be part of a larger overall strategy and will provide the best ROI if used effectively together to drive visibility, traffic, and conversions from search engines. Both will encourage users to click through to your site. SEO will make you wait patiently to see results. However, it builds value and visibility over time. Once you turn off an SEM campaign, your outreach will stop.
It’s essential to gain a deep understanding of your audience and to understand how to use both strategies together as part of your comprehensive digital marketing campaign in order to gain a competitive advantage.