As a digital marketer, you might have heard of Search Engine Optimization and Search Engine Marketing. And, you might have been confused between the two often. So, are they the same, or is there any difference? Don’t worry; we’ll clear all of your doubts in this blog.
What Is Search Marketing?
Before understanding the differences between search engine optimization (SEO) and search engine marketing (SEM), one needs to understand the basics of search engine marketing.
Search marketing refers to generating leads and business through search engines by organic and advertorial practices. It includes all the techniques to help your content rank higher and ultimately drive traffic to your website and doing paid campaigns. Now, there are mainly two types of search engine marketing tactics:
1. Search engine optimization (SEO), which basically includes organic tactics like content optimization, content marketing etc.
2. Search engine marketing (SEM), which includes Paid strategies like Ads etc.
What Is Search Engine Optimization (SEO)?
Search engine optimization (SEO) of contents means creating and optimizing content to rank in the non-paid or organic search results. It includes doing keyword research, keeping your content updated, optimizing it for different platforms, etc. Overall, SEO takes time and patience. The primary columns of SEO are:
- Technical SEO: Technical SEO means optimization of your website structure. It focuses on the reliable appearance of different devices, privacy, user-friendly design, etc.
- On-page SEO: On-page SEO focuses on the factors that let the search engines understand your context. It includes headlines, tags, images, etc.
- Off-page SEO: Off-page SEO focuses upon growing the reputation of your site. It includes connecting your website with other reputed websites, managing listings, profiles, directories, link building, etc. This helps in increasing your website’s merits and trustworthiness and helps your website rank higher.
What Is SEM?
Search engine marketing (SEM) of your website includes paid techniques to make your website visible. It uses PPC platforms like Google Adwords or Bing Ads to advertise your website names to make it visible to the users. These platforms are all about bidding keywords. When someone searches for the keyword, your advertisement will come up.
SEO Vs. SEM: What Are The Similarities?
- Improves Search Visibility: As discussed before, the main focus of both tactics is to gain visibility of your website on the Search Result Pages. Be it paid or using organic tactics; the ultimate goal is to make your website rank in front of the user.
- Drive Traffic: All the hard work you do encourages the users to click on your website and increase engagement. And, these techniques do the same for you.
- Keyword Research: Be it paid or organic, both SEO and SEM require good keyword research so that you understand your users and get the exact information they are looking for.
- Continuous Testing & Optimization: You cannot post your content once and wait for the people to come and visit. Even after executing proper tactics, you’ll always need to test your content and keep optimizing your content.
SEO Vs. SEM: What Are The Differences?
1. SEM appears with an ad mark; SEO doesn’t: The links marketed with SEM can easily be identified by users. When you use PPC platforms for advertising your content, your links on the result page are marked as ads with an Ad icon. At the same time, organic results are not marked with such Ad icons. But, with paid ads, you also get control over how they appear. Whereas in the case of SEO, you only get Rich snippets.
2. You pay on every click in SEM; SEO charges nothing: You never need to pay for clicking URL on Google if your content is SEO optimized and ranked organically. But, if you are promoting your website through paid ads, you’ll need to pay each time someone clicks (cost per click) or sees (cost per thousand impressions) your advertisements.
3. SEO doesn’t promise instant results; SEM does: Yes, SEO takes time to rank on the results page. You’ll need to try different methods, keep optimizing your content and sometimes take months to rank your website. In contrast, SEM strategies can promise you immediate results. As long as your keyword bids and ads are sufficient, you will keep getting the desired results.
4. SEM helps you to show your content to your target audience; SEO doesn’t: In SEM, you can show your content to your specific target audience. You can sort them depending on age, niche, location, etc. This helps you filter out unnecessary traffic. But, the same is not applicable in the case of SEO. Here, you don’t get rights to specify your audience.
5. SEM is more reliable to test; SEO isn’t: It’s always important to keep pushing your content, try different landing pages, update and optimize your posts, etc., to provide your customers with the best performance. SEM makes testing your content significantly easier if compared to SEO. Yes, testing is essential and possible in SEO but isn’t as reliable as SEM.
6. SEO adds value over time; SEM doesn’t: You can gain visibility through SEM only until you pay for your ads. Hence, your content depends on your ads. But, that doesn’t apply to your SEO-optimized content. Once you have ranked the SERP pages, they can even appear before the SEM ads.
7. SEOs have much higher CTRs than SEM: Once you rank your website through SEO, you get a much higher CTR (Click-through rate) than SEM ads. However, that only applies when you’re on the top. You won’t get higher CTR through SEO if you are on the lower portions of the result page.
Now that you have a clear idea about both the tactics, you might wonder which tactics to take on. It’s always important to keep working on your content and optimize it with SEO or SEM. So, the answer is to go with both!
SEO and SEM might sound different, they are a bit different just like how advertising and marketing are. But eventually, they both help grow business. The ultimate goal of both is to drive genuine traffic to your website. This is why rather than thinking SEO Vs. SEM, think SEO with SEM.