What are the Differences Between SEO and SEM in Web Marketing?


In the year 2017 alone, the number of searches conducted worldwide equalled over six billion. Much like any other technology, search advertising is growing at a rapid rate and evolving with time. This means a bigger chance for businesses to leverage these and reach out to a target audience. Businesses know search engines can drive a lot of traffic to their sites.

This includes not just traffic, but also traffic that converts into sales and leads. While there are ways to gain online exposure, the biggest question facing a web marketing expert is whether to use SEO or SEM. The choice is between organic search engine optimisation and search engine marketing through PPC or sponsored ads.

SEO: Organic Search Engine Optimisation

SEO is a method for optimising a website to receive organic or natural visitors or traffic from the SERP. While SEO is not paid, the process of leveraging this strategy can have its own costs, based on the competitiveness of the market being targeted. SEO aims to attract relevant visitors to the site, who are interested in one’s product or services. Optimising to receive targeted organic traffic is only part of the equation. The other involves receiving more traffic by targeting relevant and multiple keywords.

SEM: Search Engine Marketing

This is a way for funnelling relevant traffic from search engines through paid or sponsored ad listings. SEM refers to PPC or Pay Per Click Advertising or marketing. While there are many different search engine PPC platforms, Google AdWords rules them all.

The goal of SEM is to enable brands to gain visibility in search engines and drive the right type of traffic without waiting for it. To be successful with SEM, it is important to have dynamic and strong SEM strategies to get optimal returns on investment.

Which is Better?

On the differences between the two, the debate that arises is which is better. If you’re looking for an instant form of web marketing with quick results, SEM offers the best benefits. SEO, on the other hand, is a long-drawn out process, but a permanent way to establish a brand at really affordable costs. It does not matter how small or big, new or old a business is. What matters most is the kind of audience one is after and how to reach them.

SEO: Pros and Cons

Online marketers swear by SEO and its effectiveness. SEO helps in creating brand awareness and improves long term prospects for brand building. SEO makes target customers aware of your products or services, by putting you in front of a preferred audience when target keywords are searched for. Another benefit of SEO is that you don’t pay for impressions or clicks.

Having said this, it is also important to consider that quality SEO is not exactly free. Based on the target market one is within, investing time and money is essential for getting quick results. Additionally, you also have to work with a skilled SEO company to get the best results.

SEM: Pros and Cons

For lightning fast results and search ads you can control, nothing beats SEM. SEO takes more time, and can be really slow. This is more so if you are not a seasoned marketing expert. Regular backlinks are also hard to get. Search ads which are paid offer a shorter and quicker route to instant visibility and solid returns.

Why Both Matter?

But most marketing experts hold that SEO and SEM are not an either/or proposition in the field of web marketing. SEO and SEM are different means of marketing a product or service, with equally powerful and positive outcomes. Both should be utilised for a comprehensive and effective marketing strategy.

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