SEO and SEM are two powerful digital media strategies, each with its unique benefits. Many agencies offer SEM and SEO services essential for businesses aiming to boost their online presence. Which one should you pick for your brand? Let’s start by understanding SEO and SEM.
What is SEO?
Whenever you search for something on a search engine, some articles appear on the top page (without the ad mark). Do you know why? For example: you searched for how to fill a water bottle.The process through which this article appears on the top is called SEO– Search engine optimisation. SEO services involve improving a website organically by using specific keywords that users search for, in order to increase visibility on Google, Yahoo, and other search engines.
What is SEM?
Now, if you search for UPSC courses, the first sponsored link that comes on top is because of SEM– Search Engine Marketing. It is an effective method that allows brands to target ads to people searching for specific products using relevant keywords. In SEM, businesses need to pay for impressions, clicks & leads that visit the website and every visit helps them increase their organic traffic indirectly over time. Also, conversion in SEM is faster than SEO because the businesses can directly tap into the bottom funnel. With more and more people searching everything online, search engine marketing is an efficient way for brands to increase their reach.
SEO vs SEM: Understanding the difference
Cost: SEO service is cost-effective, you do not have to pay if anyone clicks on your result. In SEM, you would have to pay every time your ad is clicked upon. SEM does cost money, but you can choose the budget you want to spend and target the audience accordingly.
Ad blockers: Since SEO is organic, the results are not affected by ad blockers. However, paid ads can be blocked by ad blockers, reducing visibility.
Speed: SEO takes time to show results as it involves building up your site’s authority and relevance with regular use of keywords. SEM provides faster visibility and immediate traffic through paid ads.
High conversion rate: SEO generally has a lower immediate conversion rate but builds long-term trust and credibility. SEM often sees higher conversion rates as it targets ready-to-purchase audiences.
Targeting: SEO service targets a broader audience through content relevance and quality. SEM allows precise targeting of demographics, locations, needs etc.
A/B Testing: A/B testing in SEO can be slower and more challenging to perform due to the time it takes for changes to impact rankings. SEM provides excellent opportunities for A/B testing with immediate feedback on ad performance.
Conclusion
Whether you opt for SEM or SEO service, both are digital marketing strategies to increase your website’s visibility in search engine result pages. One is paid and faster while the other is unpaid and takes time to show results. There is no hard and fast rule that you should opt for one particular service. You can choose as per your business requirements and budgets. It’s best to pair both together as the paid traffic will eventually help increase your organic traffic.