The trendy term to throw around at every opportunity is SEO, but do you know what it really is? If you really want to optimize your website and marketing efforts, you need to understand SEM, and the differences between these two concepts.
Exactly what is SEO and how is it different from SEM?
SEO stands for ‘search engine optimization’. It tends to involve the technical aspects of making sure you get found on the internet. If you’re engaging in SEO techniques, you’re using search engine algorithms to drive the analysis of your campaign. There’s a lot of numbers and facts involved.
SEM stands for ‘search engine marketing’. Instead of focusing on facts and figures, it focuses on the human element of internet searches. Instead of looking at algorithms, you’ll be asking yourself what phrases people are searching for and what entices them enough to click on an ad or link.
Still feeling a little confused about how these two concepts work together? Here are a few examples.
Meta descriptions aren’t as popular as they once were since Google no longer uses them in its ranking algorithm, but they are a great way to get people to click on the link and visit your website. Where once meta descriptions used SEO to promote search engine rankings, today, it’s more about the SEM aspect of knowing what words, phrases, and information to use in order to entice someone to click on the link.
The name of the game is conversions. You need to know that your online marketing campaign is working. A number one search ranking on Google is a good sign that all your SEO work has paid off, but there’s much more to the story.
What keyword is providing your website or article with so much success? Is it relevant to your business, or are people searching that particular keyword and overlooking your site for the one in the number two spot? That’s where SEM comes in.
What do people do when they search for the keyword or phrase? Are they looking for some quick advice, or are they actually looking to make a purchase? Ranking number one for ‘how to install antivirus software’ is not nearly as good as ranking number one for ‘best antivirus software’.
The best marketing campaigns integrate both SEO and SEM
The moral of the story is to use both SEO and SEM techniques in your marketing campaigns. Take the time to learn a little bit more about successful SEO strategies and SEM strategies. If it all seems a little too overwhelming, you may find hiring a professional digital marketing manager is the way to go. No matter which strategies you use, you’ll enjoy greater success when you pair SEO and SEM techniques together.