The increased inclination to digitization has focused multiple businesses from different niches to go for digital marketing. The online marketing services not only complement offline marketing but help reach global customers with little expenditure. Thus, whether it is about generating business profits or creating brand awareness, digital marketing is key to succeeding in the fast-growing competition. Many digital marketers are attracted towards SEO Vs SEM and their possible collaboration. So, let us try to know everything about this digital marketing due that is taking the world by storm.
The world knows the benefits of digital marketing or online promotion of the business. Whether it is about attracting leads, generating business profits, or making a mark online, SEO and SEM are always the first things that come to mind. But implementation can work only if you’re aware of how SEO and Google Adwords works.
No discussions of digital marketing are complete without SEO and SEM. However, both are different approaches of digital marketing to grow business and if optimized together, can yield amazing results. Thus, whenever going for the optimized implementation of digital marketing for any business, the digital business person should understand the power and benefits of SEO and SEM.
What is SEO?
Search Engine Optimization or SEO is a process by which the Search engine crawls to find the effectiveness of the website and distribute rankings to all crawled pages on the basis of eligibility and optimization. Thus, SEO starts with keyword research and the right choice of keywords can invite the right potential users to the website. The aim of SEO is to rank the website to the optimum capacity and attract all possible organic traffic to it.
The top benefits of SEO are:
What is SEM (Google Adwords)?
Search Engine Marketing or SEM is the process of incorporating different paid online advertisements for the business. Thus, SEM uses keywords and places them effectively on the pages. The main SEM strategies include targeted or paid ad campaigns, advertisement writing using selective keywords, bidding for the popular keywords, etc. It also includes monitoring the key parameters like cost-per-click (CPC) and click-through rates (CTR).
The purpose of Search Engine Marketing (SEM) or Google Adwords is to show ads on top placements of Google Search Engine. Because maximum potential users are going to make decisions from the first page only.
The top benefits of SEM (Search Engine Marketing) are:
Also Read: SEO vs PPC: Which Is Right for Your Website
Before finding the details about the seamless collaboration of SEO and SEM, it is crucial to understand the difference between both of them. The detailed approach helps in understanding the basic difference and hence finding and analyzing the best ways to bring on board an effective partnership between the two. So, let us first understand the detailed difference between SEO and SEM.
The fight between the SEO vs SEM is based on the different approaches to online advertising only. Many times Search Engine Marketing or SEM is considered as a part of Search Engine Optimization or SEO. Search Engine Marketing or SEM is many times restricted to paid advertising. This is due to the concept that it generates website traffic through paid ads. Search Engine Optimization or SEO, on the other hand, works on unpaid traffic only. The acquiring, monitoring, and analyzing the organic traffic comes under SEO only.
SEO is thus a practice to rank the business website in the non-paid search engine results pages (SERPs). SEO is divided into on-page SEO, off-page SEO, Technical SEO, advanced SEO. SEM includes PPC that has detailed steps like bidding, quality score, Ad copy, Ad groups, account management, etc. The search engine-generated keywords remain at the heart of the SEO and SEM and hence can be designed according to the business-related keywords.
Broadly speaking, businesses with limited budgets start with SEO and then can slowly go for the SEM. The PPC costs are relatively low compared to the highly qualified leads that are offered by this campaign, along with increased website traffic. Not to miss, SEM has great efficiency in delivering results due to qualified leads, while organic traffic works only if the website is SEO-friendly.
While having an eagle’s eye at the main points of the SEO Vs SEM, let us bring out some similarities to have a clear path for their collaboration. The first and the most prominent link are the researched keywords. Both SEO and SEM require dedicated keywords for providing a base to the different digital marketing strategies. The resultant should be increased website traffic from both strategies. The organic results of SEO and paid results of SEM ensure that business websites can be at the top of the different searches on different platforms. SEO and Google Ads (PPC) also ensure targeting needy users. People go to search engines (Google, Bing, Yahoo, etc), not social media to search for desired products/ services/ solutions.
SEO process forces experts to make website mobile-friendly, install SSL, reduce webpages loading time, decrease bounce rate. This supports the SEM process as well.
So what is the right time to start this partnership? Let us understand that SEO techniques can’t yield immediate results. The paid ads, on the other hand, offer quick results that are consistent over a period of time. Thus, if you have a newly created website, it is best to start the SEO of the website and PPC techniques simultaneously. The website will take some time to reflect on the search engine and by the time rankings are obtained, your business may generate some qualified leads from the sponsored ads. If you own a good ranking website, it creates a perfect pitch to initiate the SEM while continuing the dedicated SEO work.
Like the trend and demands currently, digital marketing is dominated by SEO and SEM. These are the two sides of the same coin only that is helping multiple businesses generate profitable revenues. The future technological trends hint at increasing the strength of this powerful relationship. The future trends are not only limited to the following:
SEO Vs SEM has been a talk of the town for a while in the digital marketing industry. While SEO is linked to inorganic traffic, SEM works on paid traffic. Many leading digital marketers have agreed to the concept that decoding the partnership between SEO and SEM has multiple future benefits. The digital marketing industry is never static, with multiple trends entering the online business. Thus, once you’re able to understand the difference between SEO and SEM, it becomes clear to understand the partnership between the two. Thus, any business aiming to generate profitable revenues can’t refrain from the benefits of both strategies that work effectively in the digital marketing industry.