SEO and SEM: definition, differences, and combined use
SEO and SEM are essential in online marketing, but they can also cause some confusion. Which is better for your brand and how can you use each of them in your marketing strategy? It's time to get to the bottom of this topic.
SEO (search engine optimization) is defined as the actions taken to improve and refine webpages in order for them to rank higher in internet search results. It is very important to note that SEO refers to organic results. Organic results mean that no payment was made to the search engine company in order to position better.
When a website or webpage is optimized, it ranks highly in search results and therefore receives increased traffic. This leads to increased brand awareness and sales. This is why SEO is such an important part of a digital marketing strategy.
SEO strategies often focus on Google since this search engine is used by the vast majority of people. However, as search engines have evolved over the years, SEO strategies have become increasingly sophisticated and complex. Despite this, there are two fundamental factors that influence the position of a web page.
SEM (search engine marketing) is defined as a digital marketing strategy aimed at increasing the visibility of a website or webpage in search engine results pages, also known as SERPs. This is accomplished through paid advertising and can sometimes be called paid search or PPC (pay per click).
In SEM, the goal is to improve the position of your website through paid ads that appear in search engine results for certain keywords. Given the prominence of Google as a search engine, a common and very important part of SEM is Google Ads. SEM strategies include creating and optimizing digital ads as well as creating a budget to pay for the ads.
SEM is a key method of driving conversions for digital marketing campaigns. This is because paid ads are frequently linked to landing pages, product pages, etc. that help move web traffic along the sales funnel.
Both SEO and SEM seek to improve the positioning of a website in search engines (such as Google) but there are several differences between them.
The next question is what is better, SEO or SEM? The answer is both. It’s best to combine them and take advantage of the potential that each has in order to achieve better overall results.
At Cyberclick, our philosophy is to combine SEM and SEO in the following way: SEM first, SEO later.
Fortunately, all this work you've done can also be used for SEO. Once you know which keywords are most relevant, the next step is to use this information to plan your content strategy, and to build your website, blog, and social networks around these keywords. It's not about including them in the texts without rhyme or reason. It's about trying to understand what users are looking for and how you can respond to their needs with quality content, all while reinforcing your link building strategy. This way, in the medium to long term, you will see the fruits of your labor in the organic positioning on Google.