What is the difference between SEO and SEM? there are actually two sides of the same coin, but they encompass very different measures and involve different aspects of marketing.
Sometimes the two terms are used together to refer to a group of similar activities, which can be confusing to those of us who are not familiar with this world.
So what can be the difference between search engine optimization (SEO) and search engine marketing (SEM)?
Any digital marketing professional should have a good understanding of these two terms and their importance in the world of marketing. Read on to learn about the roles SEO and SEM play in digital marketing today.
Key Differences between SEO and SEM
The main difference between SEO and SEM is that SEO focuses on improving a website to increase its organic search engine ranking. Also, SEO is the main organic ranking strategy behind SEM.
In contrast, SEM generates traffic through various sources such as paid marketing, and SEO is also included in SEM.
- SEO refers to optimizing the content and visibility of website pages to naturally achieve higher rankings in SERPs. Instead, SEM involves promoting a website to increase SERP visibility and traffic.
- SEM includes both pro bono (free) and paid marketing techniques. Unpaid marketing is done through SEO, so SEO is part of SEM.
- SEM traffic is controllable and depends on the amount one can pay or bid for online marketing. In contrast, SEO is opaque, traffic cannot be predicted in advance, and it also takes a lot of time compared to SEM.
- SEO is an organic (free) search strategy, while SEM is usually a paid strategy.
- SEM, although a low-cost technique, is expensive. On the other hand, unlike SEM, SEO does not require any additional costs.
Definition of SEO
SEO (Search Engine Optimization) is a technique used to put a website in a good position and increase its popularity so that it can be easily found on the Internet.
In other words, it improves your site’s organic search engine rankings. Organic here refers to free service.
An optimized website is more easily recognized by search engine crawlers, which improves your website’s ranking in search engine results pages (SERPs).
Google uses the 205 criteria to evaluate which website is at the top of Google search results for a particular keyword. SEO can be optimized in two ways, off-site SEO and on-site SEO.
Onsite SEO refers to optimizing the website by distributing keywords reasonably on the website, making the structure of the website (webpage, title, label, content, etc.) as good as possible, and complementing the target keywords.
Off-site SEO is about getting quality links from other top-ranking sites to build trust from a search engine perspective.
The task of optimizing for search is:
- Keyword research and the correct use of these keywords on the website.
- Write content based on the needs of your visitors.
- Optimize your website to minimize load times.
- Make navigation simple yet immersive.
- Build high-quality backlinks to your website from other domains.
- Create ways for visitors to visit more pages, spend more time on the site, and reduce bounce rates.
Definition of SEM
SEM (Search Engine Marketing) is umbrella terms for paid or unpaid search engine marketing, in which companies pay search engines to have their Ads Management appear in search results.
SEM includes paid search (pay-per-click or pay-per-click) and organic search engine optimization. Marketers analyze statistics of previous search engine queries to determine the most effective keywords for a company and use them in advertising campaigns.
Keywords are the fundamental part that forms the basis of search engine marketing as an advertising strategy. This is why extensive research is imperative before selecting keywords for your SEM campaign,
Extensive research is required to get better results as part of a keyword management strategy. In SEM, ads appear in SERPs near the organic listings, giving businesses the opportunity to increase the visibility of their website.
Search Engine Marketing Strategies
- SEO (Organic SEM) – This technique generates traffic without the paid search.
- Paid Search Engine Marketing – This is a technique where users pay to generate traffic to their website. Examples include PPC (pay-per-click) and CPC (cost-per-click).
Tasks performed in SEM:
- Create advertising campaigns designed to appeal to a specific audience.
- Create ad groups with different target keywords.
- Set an advertising budget.
- Monitor SEM metrics such as clicks, impressions, CTR, etc.
SEO vs SEM: Which is better?
Although SEO represents a big part of search engine marketing, when many marketing specialists talk about SEM, they actually mean PPC marketing. They thought that paid search marketing is the only part of SEM. At this moment, we can compare the two.
Organic SEO is considered to be the best marketing strategy mostly for all lasting results.
Websites that rank highly in organic results for their target keywords can receive free traffic 24/7, gain industry recognition, and enjoy all the benefits of SEO.
Websites using PPC can still get targeted business from hunt machines, but they’ve to pay for it. Once they stop paid activity, the traffic disappears.
The caveat here is that while SEO traffic is often considered free, getting the best organic results for popular keywords takes a lot of time, effort, and money.
The search space is highly competitive for all industries and you need to invest heavily to land one of the top jobs.
You need to consistently create high-quality content (a very expensive process), hire an SEO expert to help you through the SEO process, and optimize your website with hundreds of SEO rules.
So which is more cost-effective, SEO or SEM?
Definitely SEO. It may require an initial investment, but once you get to the point where you rank high for the keywords that matter to your business, you can enjoy the journey and 24/7 “free traffic” without worrying about having to build an advertising budget.
Another major difference between SEO and SEM is that SEO takes a long time to work and produce results, while PPC is almost instant.
Therefore, which can be better depends on your digital marketing goals in general. If you want to get traffic quickly, you can start with SEM (paid search advertising) while doing SEO.
If you want to build a lasting online presence without relying on paid traffic, then SEO is your answer.
Ease of learning
There is a learning curve for beginners learning SEO and PPC, but in my experience, you can become a PPC expert faster than an SEO expert.
The reason is that PPC has fewer rules if it is compared to SEO. Once you’ve learned how to use the PPC platform, you can start experimenting with using PPC campaigns.
You can also run a pilot campaign with fewer budgets, analyze the results, and then increase your budget and create more campaigns.
Moreover, with the introduction of artificial intelligence in SEM platforms, your job has become easier as many of the complicated tasks we used to do in the past (for example manual bidding for ad placement) can be done automatically by the AI algorithm.
On the other hand, in order to learn SEO, you’ll have to understand how search engines work and how ranking works especially.
If you pay attention to the fact that search engines utilize hundreds of rules when deciding the order the results might appear for a particular search term, you can realize that there’s a lot of work.
When your business depends mainly on SEM, you have to consider the risks associated with SEO and PPC.
Google algorithmic changes may form a real greatest risk for SEO. Google is considered the biggest search engine ever and also the primary source of traffic for any website, where they can release changes that affect the organic results a few times per year.
During these changes, it’s possible to lose or gain rankings and business.
still, that’s great but if you lose business, it may take a considerable quantum of time to figure out what went wrong and how to fix it( if it’s possible to fix it), If you gain business.
For PPC the topmost threat is advertising costs. The cost per click is adding time by time and if you solely depend on the paid business, you may reach a point where the cost of advertising goes above the respectable situations.
That means staying in business you might have to increase prices but this might also reduce deals and profits.
From my 20 times of experience in the assiduity, the stylish way to handle these pitfalls is to use both SEO and PPC as part of your SEM juggernauts.
Depending on your business model, you can get started with PPC as it can induce faster results but in parallel, you need to work on your SEO.
The ideal script is to reach a point where you can get targeted business from both channels so that if a commodity goes wrong with SEO or PPC, your business won’t be completely affected.
SEO emphasizes organic (free) hunt results or gaining the top position on the list when a stoner searches keywords on the hunting machine applicable to your website.
On the other hand, in SEM the emphasis is on choosing the applicable keyword to invest in advertising plutocrat so that the announcement would appear in the paid hunt results on principal search machines.