SEO Vs SEM: What’s The Difference?

Internet marketing has so many different terms and techniques that it can often get confusing if you are not an internet strategy consultant! For example, you may have seen the acronyms SEO (Search Engine Optimization) and SEM (search engine marketing) being used seemingly interchangeably. However, they are actually two different things. Let’s take a look at the key differences.

What is Search Engine Optimization?

Search Engine Optimization, more commonly known as SEO, is the process of making specific adjustments to your website in order to encourage more traffic from organic search results. There are approximately 200 ranking factors used by Google to determine the order in which search results are ranked. An internet strategy consultant uses their knowledge of these ranking factors to make your website more attractive to search engines, thus helping it to rank higher. SEO can be loosely separated into four different subcategories.

• On-Page SEO - This includes techniques to optimize the keywords that your target audience is most likely to search on Google and other search engines. Examples of on-page SEO include adding keywords to your meta description and content.
• Off-Page SEO - An internet strategy consultant will use off-page techniques to help build trust in your brand and position you as an expert in your industry. One example would be building quality backlinks to your website from authoritative websites.
• Technical SEO - While you can carry out on-page and off-page SEO yourself, you will definitely need the assistance of an internet strategy consultant to carry out technical SEO techniques. This is where you must make sure your site is set up properly with intuitive navigation and fast loading times.
• User Interaction Signals - Google also uses how your visitors interact with your website to gauge its relevance to the search query. Things like a high bounce rate will tell Google that the page did not provide visitors with a good answer, and they have to look elsewhere, resulting in your ranking being dropped down the page.

What is Search Engine Marketing?

While SEO focuses on organic traffic from search engines, Search Engine Marketing, also known as SEM, aims to increase search engine visibility and traffic from paid and organic search results.

So, What’s The Difference?

In general terms, SEM is a broader approach to Google visibility. SEO could be considered a subcategory beneath it since general SEO coupled with Pay-Per-Click advertising makes up an SEM strategy.

With that in mind, let’s take a look at some of the most important differences.

• Speed - One of the most significant differences between SEO and SEM is the length of time it takes to get results. SEO takes time, especially for a new website with no backlinks. It can take up to 2 years to make it to the top of page one of Google! However, you can see some results in 90 days by targeting long-tail keywords and with help from an internet strategy consultant. Conversely, if you focus your efforts and your budget on SEM, you can start getting traffic and conversions in a day or two, although you will still need time to tweak your PPC ads before getting a positive return on your investment.
• Cost - SEO is often considered ‘free traffic,’ which is partly true in not having to pay for PPC traffic. However, there is still a cost! It takes time and effort to get to the top spot on Google. You may need to invest in content creation, graphic design, and an internet strategy consultant in order to get there. The money spent on PPC guarantees you some traffic, but the traffic stops as soon as you stop buying PPC ads. With SEO, it may be some time before you will get a return on your investment, but once you have put in the time and effort, you can benefit from it for years to come!

Which Strategy Should You Choose?

Now that you know the differences between SEO and SEM, you might wonder which option is right for you. The answer is going to be different for everyone, depending on the goals you have for your business. It is something best discussed with an internet strategy consultant to decide on the best course of action. When you have a limited budget, focusing on SEO is usually the best place to start, especially if you are able to rank for informational keywords. However, you need a little patience to get to where you want to be in the Google search rankings. If you have a larger budget that will be consistently available, then SEM might be the better option, but it is easy to burn through your budget quickly on PPC ads if you need help managing an Adwords account properly. You may need to work with an internet strategy consultant to keep you on the right track.

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To Your Best Online!

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Ingrid Maddox, Internet Marketing & Strategy Consultant. bluedress INTERNET MARKETING®, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented, and Managed to Full Circle! Organic Internet Search Engine Guru. Turn-Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.

ingrid@bluedressinc.com

865-378-7712