SEO and SEM are the two main categories within search marketing that are used to get attention by spotting on SERPs as well as drive more traffic to your website
SEO covers the set of organic strategies to appear in search whereas SEM uses paid strategies for the same.
Similarities Between SEO And SEM
- Both help your website to spot on search results.
- Both are used to gain traffic and gain more business leads from search engines
- Both use keyword research to identify the target keywords mostly searched by people.
- Both require continual testing
Search Engine Optimization (SEO)
SEO refers to that part of search marketing which uses organic methods or strategies to get attention in search engines. With SEO, you are not required to pay for placement on SERPs. In this, we are using a variety of techniques to show our results on #PAGE 1 of the search engine.
With white hat SEO techniques, you are now able to better the search ranking of your website or business.
In other words, we can say that search engine optimization is the process that is used to increase the quality as well as quantity of free, natural or organic traffic of your website by increasing the visibility to users on SERP. SEO may target video search, image search to boost the direct traffic for your website.
The industry of the SEO is changing from time to time as the Google algorithm changes but its components remain the same i.e. On-Page SEO and Off-Page SEO. Let’s study in detail –
Components Of SEO
On-page, SEO refers to the techniques which you can perform on your website in order to rank better and earn relevant traffic in search engine. It provides visibility to your target visitors and works on all aspects of the webpage.
On-page ranking factors are having a big impact on the ability of your page. The main factors that affect your ranking in the search engine are as follows:
- Content of Page: What the users come to see? And what they get? is extremely important. The content of your page pays a major role in the ranking of your website.
So, it becomes essential for you to create good content for your website. Your content should be informative, relevant and SEO friendly.
You can use your keywords smartly in your article so that when Google comes to crawl your page, they found the information according to the visitor’s search. In addition, the content that you provide to your audience should be unique.
Before writing a blog, one thing that you should keep in mind that why do people visit your site? And is your web page contains that information?
- Title Tag: The second important factor of SEO is the Title tag. Your page includes a number of tags; the title tag tells what your page is about. Google compares your title tag with the rest of the websites appear on the page. Your title tag must be short and descriptive.
According to Google its character limit is 70. Users are now very smart, they read the title and description before clicking on the results appear on search.
- Meta Descriptions: Meta description is short information about what the user will find on your webpage. Search engines read this description to know the topic of the page.
So, it becomes important for you to well-write Meta descriptions to take advantage of the search and creating high clicks.
The character limit of your description will be 165 to 175 and it is clear about what the user will fill on this page.
2. Off-Page SEO
Off-Page SEO refers to the set of activities that you do on other’s websites to better your ranking on the search engine. You cannot associate it with links only; it goes even deeper than that.
Mention your website name or brand name without any link to other websites also an integral part of it. When you write a blog, guest post or leave a comment then it refers as an off-page promotion.
- Posting an article
- Listing your business
- Social Networking
- Video Posting
- Writing a Blog
- Guest Posting
- Creating quality backlinks on relevant websites.
Search Engine Marketing (SEM)
SEM is a digital marketing process that you can perform to better your visibility in search engines either by organic traffic or Paid traffic like PPC advertising etc.
You can buy your advertising space in SERP by paying to search for advertising.
If you are not getting organic traffic or position on Page1 of Search engines through SEO, then you can pay to search for advertising to appear on top of the search results. Google Adwords is the main advertising agency for PSA.
You can get your ads and pay to Google Ads for the clicks on your ad, that’s why this process is called as Pay-per-click or PPC.
What’s SEM Includes
- Search Engine Optimization (SEO)
- Paid search such as PPC (pay per click) and advertisements
Which is the better choice, SEO or SEM?
As we all know Search Engine Optimization is one of the major components of search engine marketing. Many marketers when referring to the term SEM they simply mean PPC advertising. Actually, they consider only one component of SEM i.e. Paid Search.
SEO is referred to as the best marketing technique that helps us to get organic or free traffic 24/7. On the other hand, the websites that use PPC advertising can still get the traffic in search after paying to Google or Bing.
Although SEO takes a long time to show better results as compared to SEM. For example, if you want immediate visibility for your newly launched website then it a good idea to choose SEM. But that does not mean you strictly work with PPC and not even think about SEO.