SEO and SEM: The Interplay
Let’s talk about how SEO and SEM work together to create better overall Search.
SEO and SEM have a long history of chicken and egg. Content marketers will yell SEO is the best tool out there because you don’t have to pay for it. PPC Marketers will yell SEM is best tool because you do have to pay for it. Who’s right? Well, honestly both of them. Both have their pros and cons, but here at Cordelia Labs, we try not to play favorites. We know that both play an important role of any Marketing mix.
For those who are unfamiliar in this field, SEO and SEM are often mistaken for the same thing. In a way they are. They are both ways that people discover your Brand when researching either your brand directly or typing in keywords that are directly related to your Brand.
So, what’s the difference between SEO and SEM? Let us break that down for you.
What is Search Engine Optimization (SEO) and how does it work?
Search Engine Optimization or SEO in it’s purest form is the process of improving the quality and quantity of website traffic to a website or a web page from search engines (i.e. Google). For the purpose of keeping us all sane, we will use Google as the Search Engine of reference since in 2023, 93.37% of all search queries happen on Google. Essentially, Google moves through the web via a “crawler” to discover content (e.g. blogs, articles, pages) to measure its effectiveness in drawing in visitors to said website. Google then weighs many components of said website (including keywords, tags, and link titles) and ranks it according to its ability to generate natural traffic in view of a range of details.
The clearer your pages appear in search results, the more likely they are to be discovered and clicked. The main purpose of SEO is to draw in website visitors who could become customers, clients or a returning audience.
Here are some important qualities that the “crawlers” look for:
- Link Patterns: Do you have any links to reputable websites? What sources are providing you with incoming links?
- User Experience: Does your website provide a smooth journey for visitors? Is it quick and straightforward to use? Is it comfortable for users to achieve your objective (i.e path to purchase)?
- Quality Content: Can your website generate quality content to search engines that your website and business are providing a real product or service. They appraise you by means of link construction and keywords.
Is Google the only Search Engine doing this? No, but nine out of ten internet users who search for information use Google. The next closest search engines are Microsoft’s Bing that only has 2.81% of the market share. Other search engines include Yahoo (1.13%), YANDEX (0.85%), DuckDuckGo (0.52%) and Baidu (0.45%).
Now that you have an understanding of SEO, lets dive into what Search Engine Marketing (SEM) is and how does it work?
The definition of Search Engine Marketing (SEM) is a form of digital marketing that involves the promotion of websites by increasing their visibility in search results pages primarily through paid advertising. In other words, you research keywords that are most closest associated with your brand and then when a user researches those keywords and clicks on it you pay. It’s a bit different from Display or Video adverting where you pay for impressions (an opportunity to see the ads) vs. pay per click (you pay when someone clicks).
Google’s SEM ads are displayed at the top of a search result page with a “Sponsored” tag above the Brand website. For successful SEM campaigns, a fully crafted strategy surrounding keyword selection, whether it be branded or non-branded, is essential. Branded keywords are just that, your Brand name. While non-branded keywords are keywords that broadly describe your Brand and it’s core functions. Are you a Dentist? If so, then not only would you buy your Practices name and Doctors name, you would also want to look at keywords like “General Dentistry” or “Cosmetic Dentistry”. The last piece is, since SEM is a biddable marketplace, you need to have an understanding of the value of your keywords. While your Brand name should be relatively inexpensive, your broad keywords may not be. For example, you may be competing with dozens of other Dentists in your areas for the term “General Dentistry” which is going to raise the cost per click. Your decision will need to be if that term is worth you battling with the other Dentist in the area to show up.
Here are some examples of the activities that play into SEM:
- Writing copy with selective keywords.
- Ensuring the targeted campaigns follow the planned budget.
- Using metrics such as click-through-rate (CTR) and cost-per-click (CPC) to inform future advertising efforts.
SEM is an excellent source for all parts of the marketing funnel, but strongest at conversion. Since it guarantees your visibility whenever a user searches for your brand or keywords associated with it. It can become an effective way of generating website traffic which should ultimately deliver on your desired conversion.
Do you want a long term commitment or a quick win?
While SEO and SEM essentially perform the same task the biggest differences are commitment and cost.
SEO is more of an internal cost and long term commitment, while SEO is more external and can usually show quick wins. Internally you need to have a commitment to producing content and UX design and development.
Below are a few more details that explain the differences;
- SEO concentrates on designing and improving webpages to elevate their status in natural search outcomes. To help rank organically, marketers use SEO best practices to create content that search engine algorithms tend to favor.
- SEO requires more time to bring about outcomes than SEM. A SEO plan may take anywhere from three months to two years to generate noteworthy improvements in rankings, while an SEM campaign can cause an organization’s web traffic to surge within a short period of time.
- Organizations that are looking to increase their organic visibility must invest a great deal of time and effort into SEO. This may include hiring content writers, SEO strategists, or investing in SEO tools. Unlike SEM, SEO does not require paying for each engagement, but it can be costly at the outset, as the ROI may not be seen for months or years. However, once organic visibility is achieved, the organization can benefit from lots of traffic without any additional cost – thus making SEO very profitable in the long term.
- On the other hand, with SEM, the team can witness the effects quickly, yet once the budget is used up, the visibility will return to pre-campaign levels.
Don’t worry, you don’t have to do one or the other. Both are preferred.
Most people look up information on the web prior to making a purchase, so it is critical to have a solid presence in search results. Utilizing a strategic blend of the two can increase your visibility over the long haul.
SEO and SEM both depend on keywords to draw in web users to websites and webpages. Even though the tactics used for each are not the same, both are focused on the way web traffic moves in relation to promotional efforts. People will take advantage of search engines to find what they need, and can locate it by the organic results (SEO) or through the sponsored results (SEM). It really doesn’t matter which version they click on. Getting them to click and to your website is half the battle.
Search Engine Optimization (SEO) is for gaining organic website visits from unpaid or free listings, while Search Engine Marketing (SEM) is for focused advertising that necessitates a payment. If the website is SEO-friendly initially, then SEM will likely be more successful.
SEO is the basis of a successful SEM strategy. When SEO and SEM are both set up correctly, it increases the likelihood of receiving high-quality website traffic and improving conversion rates. Having a website that is optimized for SEO and an ad campaign that is precisely targeted with the correct keywords increases the likelihood of appearing at the top of paid search results. However, establishing a strong SEO presence is essential for Google to recognize your website as credible.
If your website is relatively new, you can give priority to your PPC campaign initially since it may take some time for the SEO rankings to be set up, but do not overlook your SEO while doing this.
When in Doubt, Ask an Expert?
Lucky for you, here at Cordelia Labs, we are digital marketing experts who are focused on helping you improve your SEO and create the right SEM for your company. The team at Cordelia Labs combines advanced methodologies, industry expertise, and best practices to ensure your web presence is working in sync with your business goals. Contact us to schedule a discovery call. We’re excited to show you what we can do.