There is no doubt that consumers are relying more and more on the online world to find services and products than ever before. When used effectively, your shop’s information can be ranked higher in search engines such as Google. This is done through the use of SEO and SEM– two digital marketing techniques constantly put into practice.
In order to properly use these practices, it is important to understand the similarities and differences with Search Engine Optimization and Search Engine Marketing.
The Similarities and Differences between SEO and SEM
Both practices increase exposure in search engines. However, they have their fair share of differences. Search Engine Optimization (SEO) optimizes your website, so it gets better rankings in search results. Most of the traffic from search engines can be obtained FREE. On the other hand, Search Engine Marketing (SEM) takes a step further than SEO. It involves other tactics to get more search engine visitors like Pay-Per-Click (PPC) advertising.
What is SEM?
In SEM, you get more exposure in search engines by obtaining more free traffic (SEO) or by paying traffic (PPC). Paid Search Advertising allows you to bid for advertising space in the search engine results. Instead of trying to rank on search engines and get FREE traffic, you pay to appear on search engines.
The following are three benefits of your business using an SEM plan.
SEM helps get your ad message across and attract people who are actively looking for your product or service. Let’s say your floral shop offers international flower delivery. You would bid on the keyword “international flower delivery,” and people searching for that term or related topics will see your ad in their search result.
It all depends on how much you pay per click. The positive part is that you only pay for clicks, not impressions. The potential consumers are all already searching for products like yours, creating a greater chance of sales. With PPC, you set a cap on the amount you will pay. It all depends on the competition bidding those keywords. The more competition, the more expensive keywords get.
Search is the best method to obtain information.
Nobody is looking at newspaper ads anymore. Online search engines are the go-to source to find businesses in your area. Google is by far the most widely used search engine. It is highly recommended to use their Ad system, found at ads.google.com.
Low Cost of Access
Search Engine Marketing does not require a large investment. SEM is cheaper than mail and other advertising platforms. Also, SEO will not cost your company any money. Pay Per Click (PPC) costs only when someone clicks on one of your ads.
Remember, the main cost comes from the time and effort you dedicate to advertise your business through SEM.
SEO and SEM are changing the game when it comes to search engine presence. Is your business utilizing these tools? Both are great digital marketing techniques that your business’ website and ads can benefit from.