In order to expose the website to its relevant target audience on the search engines and to generate profit, it is important to carry out its organic or sponsored promotion. This way, the important phrases (with significant search volume) will appear on a higher position in the search results on the first page of a search. Two key terms in the field of websites promotion are SEM and SEO. To clarify the difference between the methods and which method is preferable and when, it is important to begin with understanding of the meaning of the concepts. So what is actually SEM and SEO?
SEM-Search Engine Marketing. It is a wide domain includes various methods to promote the website in the search engines. SEM includes three components:
SEO – organic website promotion.
Local search using SEO methods in collaboration with local factors.
PPC (pay per click) – commercials that appear as part of sponsored results respectively to the search words typed by user.
SEO – Search Engine Optimization. Organic website promotion refers to complex of actions that carried out in order to maximize the traffic reaching the website from natural search results, which are not sponsored in the search engines. Those actions includes, among other things, an optimization of the search engines approach to the website.
The differences between SEO to SEM promotion
SEO is an ongoing process, which aims to increase the website’s ranking in search engines, so that in the selected search query, the website will be displayed on the first pages of search results. This is a long process, which includes statistical tracking the conduit of surfers, and accordingly, the adjustment are made. In contrast, the SEM is a relatively quick process where a website owner pays for the traffic to the site, so already on the first day of the campaign he could see results of website’s exposure and actual entrances. You should take it to your consideration, that if you want to get good results, such as purchases or leads, it still requires a time period to begin.
In addition, other differences between the methods are that SEO is largely depends on search engine algorithms, allows to promote your business completely, and usually allows a link to a business website. While SEM is not depend on algorithms of search engines, directs the surfers towards a service or focused products and allows redirecting users to a dedicated landing page in the purpose of the campaign.
Using SEO and SEM
Two processes of promotion and marketing nourish each other. SEM process creates a number of accesses to the website, which improves the result of the promotion process (because search engine tracks the number of visitors and visiting patterns and giving priority to websites, where there is an evidence of substantial entry of a greater amount of surfers and high-quality visits). This way SEM actually contributes to SEO. At the same time SEO contributes to the relevancy of the website and allows it to win a high-quality score while saving the prices of clicking that the website required to pay (at the PPC method, the site that appears higher pays less for the same word).
SEO’s benefits and disadvantages
SEO activity involves long-term work over time, generally includes the promotion of a limited number of keywords that are most worthwhile for the promotion, which were selected based on keyword research analysis. The payment for the promotion is for the service, which does not guarantee the number of entrances or results. Speaking of benefits, we are talking about real high-quality website promotion that is long-term and will leave the promoted website on the top of search results of the selected keywords, chosen for promotion.
SEM’s benefits and disadvantages
SEM based on keyword research and right strategic planning, which brings instant results. You can also record all keyword phrases that you want; the payment is per-clicks, so it is for actual results. You can determinate the exact budget, the duration and the pace of the campaign and expose to an audience that is targeted, focused and relevant to the website, with the possibility of targeting parameter, such as gender, age, language, geographic location and more. In addition, it is possible to adjust the landing page to each campaign. The disadvantages of the method are that we are talking about short-term promotion that adjusted to the height of investment, once the campaign ends – the promotion ends.