Can you explain the differences between SEM and SEO techniques for me to take the right choice?
Basically, the main approaches to SEM and basic SEO techniques are both related to the same target objective – making your business website or supportive blog pages highly visible in the relevant online search results. And each of these concepts (of course, when you understand how to use them the right way) can become a powerful element of your overall digital marketing strategy. That being said, let’s try to make a clear difference between basic SEM and SEO techniques – for you to make a fully informed decision when determining how to spend your marketing budget with the highest return. Before anything else, let’s start with their basic definitions.
Main Approaches to SEM vs. Basic SEO Techniques
The Search Engine Optimization (SEO) is focused mainly on pumping maximum organic search traffic to your web pages. Basically, the lion’s share of SEO techniques is revolving around technical and content-related strategies needed for getting the whole web source well-optimized for a targeted, relevant search. Taken in general, here are the main things favored by Google:
- Fast page loading speed and sufficient level of mobile responsiveness.
- Handy user navigation, with a solid website structure and clear interlinking structure.
- Unique and purely relevant on-page content delivering the actual added value to the end user. For example, informative body page content, separate articles and blog posts rich with target keywords, which should be produced consistently and updated timely.
The Search Engine Marketing (SEM) is using various methods like Pay-Per-Click advertising and banner ads – all aimed mainly at driving more user visits to your website or blog. Among the strongest sides that make a clear difference between SEM and SEO techniques are the following:
- Paid PPC campaigns (a.k.a. Cost-Per-Click advertising) involved mainly via Google’s AdWords. Ultimately – to “purchase” top search positions in Google’s SERPs, which are displayed right above the rest of organic results in a given relevant online search.
- Apparently, the actual rankings in Google’s “sponsored search” are driven mainly by the highest bidder. At the same time, however, Google is also betting on a specific formula depending on the actual user click count received.
- Fully adjustable and controllable marketing budget (i.e., you pay only when the live users are clicking on your ad/banner), the way of targeting specific websites, potential customers, and every given keyword used over there.
Key Drawbacks of SEM & SEO Techniques
For conclusion, here are the main points of emphasis for you to choose the right balance and make most out of each approach to online promotion.
Consider the following key drawbacks:
- SEO is always an ongoing task, which should be implemented proactively – to start providing gradual benefits over time.
- SEO should be regularly monitored (ideally, you'd better get assisted with a professional or even the whole team of SEO experts) to always have everything in place with your web analytics – and leave the room for quick adjustments in case something seems going wrong.
- SEM strategy can be used as a “set-it-and-forget-it” marketing method. Note, however, that SEO will be always cheaper and probably much more reliable for online business, particularly in the longer run.
- Potential increase in advertising costs is arguably the core drawback of SEM against SEO. Most commonly, this can result in the exponential growth in your marketing budget.
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