You must have come across the terms SEO and SEM if you are working in a digital marketing career. Even though they have similar purposes when it comes to website ranking and generating traffic, there are key differences. In this article, we will differentiate between the two, how they play a crucial role in the ranking of a website and which one you should prefer for your marketing purpose, let’s get started.
For those of you who don’t know, Google’s search results are primarily divided into two categories: organic search results and paid search results. SEO or search engine optimization is focused on optimizing a website to rank in organic search and generate traffic. However, the goal of search engine marketing (SEM) is to generate traffic and visibility from both organic and paid search results.
SEO services are generally divided into four types which are on-page SEO, off-page SEO, technical SEO and user interaction signals. On-page SEO involves optimizing websites on-site or internally using potential keywords searched by users on search engines. Off-page SEO is about gathering backlinks from other websites that help build trust and authority. If you want to know whether search engines crawl and index your website, you can find out with technical SEO.
SEM can be considered an umbrella term that includes both SEO and PPC. Therefore, the strategies described for SEO also apply to SEM but with the addition of PPC or pay-per-click. Some of the key SEM features include bidding, keyword targeting, ad creation and optimization, budget control etc.
Despite the similarities, one of the biggest SEO vs SEM difference is the time taken to generate results. It can take about three to six months for a new website to start seeing results and achieving the #1 spot can extend even further.
It all depends on the SEO Vs SEM optimization strategies involved. Patience and time are the key to SEO and it isn’t something that gives results instantly. Targeting long-tail keywords and implementing the latest practices can help with getting better results.
However, as compared with SEO, focusing the SEM strategies on PPC, the results are pretty much instant. You don’t have to wait for months to get the desired results. Using strategies such as keyword research and targeting, landing page optimization, bid management, etc the results can be boosted and result in increased rankings.
Even though there is no clear SEO vs SEM difference in terms of generating results, choosing one still depends on another factor, which leads to our next section.
Most brands prefer to spend less to get more results. So, when it comes to SEO vs PPC, most people are inclined towards the former as it provides organic traffic. Since the traffic driven isn’t through paid means, this leads to an assumption that SEO is free but it isn’t.
Reaching that #1 spot on Google and other search engines through SEO takes time, money, and sincere effort. Most ranked websites we see today on the web have taken their time and resources to get there. So, if you are expecting faster results, that won’t happen with SEO. However, with an SEM approach, it’s all PPC, 100%.
You spend the money and when users click, you pay and get the traffic instantly. If your marketing approach is short-term, PPC is considered cheaper than SEO thanks to the instant results but there lies a catch. You have to keep paying to maintain the generated traffic and once you stop, your traffic goes downhill. This isn’t the case with SEO as it is considered a long-term approach.
Having a website is important and once you invest and your website starts ranking and generating traffic, you don’t need to pay a lot of money any more to maintain your current rankings. In a nutshell, when it comes to cost difference, both SEO and SEM have their share of pros and cons. Rather than choosing one, it is always better to implement a marketing strategy that includes a mix of both concepts.
Now that you have learned about the factors that differentiate SEO and SEM, it’s time to find out which of the two you should focus on for your website ranking and traffic generation purposes. Not all companies have the same marketing budgets and goals. So, if you are in doubt, let us clear it for you.
Focus On SEO if you…
As mentioned earlier, investing in SEO strategies is a long-term approach so you can only expect visible rankings and organic traffic within 3-6 months or more. If you prefer the long game, then SEO is a wise choice.
As I said, not all companies will have excessive funds to splurge on marketing. Therefore, if you have a limited budget, focusing on SEO is the obvious option. You may have to wait for several months to see stable results but it’s way better than spending everything on PPC ads that run for a week or so.
If you are damn serious about getting higher rankings and organic reach, then implementing link-building strategies is a must. That is only possible with SEO and choosing it the right way.
Focus on SEM if you…
Since SEM involves PPC, it is important to have a Google Ads account. Having one isn’t easy though because several factors have to be considered such as ROI, keyword targeting, quality score, conversion rates etc. If you can manage, then go on with SEM.
SEM may seem cost-effective in the short term when compared with SEO however, you’ll have to keep adding funds before the ads run out and to get consistent traffic. This means setting back a sizeable budget regularly.
In PPC, you will require targeted landing pages to complement each ad you run. So, if you are running multiple ads, you will have to make multiple landing pages consistently. Making landing pages takes time so if you can handle it, SEM is your go-to choice.
Search engine optimization vs search engine marketing, which one should be your choice? It all depends on your marketing goals, budget allocation and your vision. As the differences in terms of cost, and result generation along with their perks have been mentioned, we recommend you to implement a strategy involving a blend of both of them.
Or you can always consult with our team at GTECH. Being a highly trusted search engine marketing agency in Dubai, we have the professional set of skills to navigate your marketing efforts to success. Schedule an appointment with us today and let’s create wonders. So, what do you think of the race between SEO and SEM? Which one prevails over the other? Let us know in the comments.
With the fast-paced changes happening in the digital world, Pinterest has emerged as a social…
SEO or Search Engine Optimization is the lifeline of the online world where if you…
Creating a digital marketing campaign that focuses on all social media platforms is a great…
We are living in an interconnected world where data is considered king. We all know…
Back in October 2013, Snapchat introduced a revolutionary concept of sharing photos and videos called…
If you are an experienced digital marketer, you must have come across the terms white…