Search engine optimization, better known as SEO, is a practice that virtually every business adheres to in some way –– even if they don’t realize it. However, that doesn’t mean everyone who uses SEO understands SEO. In fact, there are a number of myths and misconceptions regarding SEO, and one of them relates to a closely related tactic –– search engine marketing (SEM). Here, we’ll explain both, describe why they both present value, and answer a number of digital marketing questions along the way. Check it out:
What is SEO?
SEO is the process of improving a website’s ranking on search engines like Google or Bing. In essence, the goal of SEO tactics is to leapfrog other websites. An example of SEO in action is when a business’s website moves from fifth spot on a search engine result page (SERP) up to second. SEO is not static. A variety of factors influence search-engine rankings for specific web pages including:
- Domain authority
- Domain age
- On-site SEO measures
- Number and quality of backlinks
- Quality of page content
Of course, SEO is also relative. While a professional may do everything within their power to optimize a web page or pages, they still may struggle to overcome competitors who have more experience and/or resources.
SEO practices are also sometimes referred to as “organic.”
What is SEM?
SEM is not an opposing concept to SEO. Rather, SEM includes SEO. SEM is any form of marketing tactic meant to increase a company’s visibility on search engines. This, unlike strict SEO, includes paid advertisements on search engines. These ads, often referred to as PPC ads, allow business sites to appear at the top of SERPs –– regardless of SEO effectiveness. However, it’s worth noting that paid ads themselves can be “ranked.” Businesses that have higher quality scores than their competitors can rank above them without paying more per ad placement.
Which is Better?
There is no “right answer” in regard to SEO vs SEM. Rather, the reality is that many businesses already utilize SEO within larger SEM plans. In regard to PPC ads, some companies benefit massively from the added exposure, while others don’t find the practice cost-effective. Your ultimate success or failure using PPC ads comes down to a number of factors such as industry, budget, and writing talent.
The Bottom Line
Is your business struggling to make inroads through digital marketing strategies? If so, then it’s a wise idea to contact professionals at agencies like Helixa. Teaming up with an experienced partner can help your staff gain insights into consumer behavior and, thus, produce more effective marketing results.
