SEM, SEO, PPC… LOL, what does it all mean?
The online marketing world seems filled with acronyms that the average business owner is challenged to understand, but it doesn’t have to be that way. We can break it down for you, and we will. Understanding SEO, SEM, and the difference between them is a good starting point, so let’s get started!
Business owners, marketers and media consultants alike prefer simplicity in advertising strategies, and achieving the maximum end results. It sounds like a tall order, but with the right approach and knowledge, it’s something that’s achievable. With both SEM and SEO, the objective is to drive traffic to a website and create better visibility in search engines. The whole point of either of these campaigns is to sell, sell, sell! That should be enough to get every business on board, but it’s not.
The business world is changing, and online marketing is no longer left up to chance. Business owners want to know what’s being done and why, and that’s why it’s important to understand both of these strategies. Everything done online these days is measurable, and for this reason, we often advise our clients to consider a combination of SEO and SEM, as they have proven to be highly effective. The confusion between SEM and SEO, for those who think they are one and the same, often comes in when it’s realised that SEO actually forms part of most SEM strategies. Let’s not get ahead of ourselves though. First and foremost, let’s define what these forms of marketing are and how they differ.
The Basics of SEO.
SEO (Search Engine Optimisation) is undoubtedly something that you have heard of. And it’s also something that every business, yours included, can benefit greatly from. It’s the process of optimising the content on your website to get free, “organic” traffic to your website. Search engines, like Google, have their own set of standards and requirements for the type of content that they rank in search results, and by ensuring that your content is well written and optimised according to these requirements, you can secure yourself a good ranking in search engine results. Sounds simple enough, right? Well, it can be. If you have the assistance of professional content writers and SEO experts to ensure that the right content is presented in the right way and regularly updated, which in itself is a fine art.
- Thoroughly researching keywords to be used in the website content to attract the right online browsers.
- Writing content that’s educational/helpful to readers. It has to be the type of content that your customers will want to share.
- Developing a simple and user-friendly website navigation that leaves nothing up to chance.
- Creating ways for your customers to spend more time on your website. This can include blog posts, videos, and more.
The Basics of SEM.
SEM (Search Engine Marketing) is quite different in that the ranking and visibility achieved on a search engine result page is actually paid for. You will find that the highest bidder will get the best visibility, which takes time and attention to ensure. It’s through SEM that you hear about PPC. This is the process of strategically placing online adverts and paying a certain fixed amount every time that the advert is clicked on. In other words, it’s “pay per click”, and it’s a highly effective form of marketing.
- Improve your organic search engine optimisation.
- Set up Pay Per Click campaigns with leading search engines.
- Develop paid content that links back to your website and social media pages.
- Create paid adverts on social media sites.
- Produce interesting monthly newsletters that link back to your website and social pages.
- Share information and create communities/support groups on various social pages.
How to Effectively Use SEO and SEM Together.
When SEO and SEM are used together correctly, a business can enjoy a truly rewarding online presence. For organic (unpaid, free) results with search engines, SEO is important. SEM is important to ensure that your campaign is targeted and effective for searches/results (paid for) that your website doesn’t rank for organically.
While alone, each strategy can have positive results for your business, together they form a far more powerful and effective online marketing strategy. It’s important to note that a website with poor-quality content and offerings will still not be effectively marketed in search engines, even with a good SEM and SEO strategy in place. Ensure that your website content is just as good as your online marketing campaign. Any successful SEO and SEM campaign must be targeted according to topics and keywords that your customers are actually searching for and interested in. In order to ensure that your website is good and that you have an SEO and SEM strategy to match, work with a professional online marketing team.
Need help getting your SEO and SEM in order? You’ve come to the right place! Give us a call or send us an email at your convenience.
