We often come across the terms SEO and SEM when discussing website visibility on search engines. Although both are used to enhance page rankings, SEO does it organically, and SEM drives traffic through paid searches. And both are seen as powerful tools geared toward attracting more visitors to your website.
However, when you look deeply into these two terms, you will realize that the two are completely different traffic generation methods.
So, what is the difference between SEO and SEM? Let’s dig into the details of both through this article.
Difference Between SEO And SEM With Examples
What is SEO?
The process of driving organic traffic to your website by optimizing your page content and boosting rankings on search engines is known as SEO or Search Engine Optimization. In simple words, SEO is defined as the act of improving your website’s visibility or position on Google and other search engines.
SEO is an unpaid form of online marketing for your company website. SEO professionals and writers address users’ search intent through information-rich content and targeted keywords. To know more about SEO and its importance in business, read our article: “What is SEO and How It Works – A Detailed Guide.”
What is SEM?
SEM or Search Engine Marketing is the process of driving traffic to your website through paid advertisements on search engines. SEM improves your website’s presence through contextual advertising, Pay-per-click (PPC) marketing, Adsense, etc.
SEM is a type of digital marketing that boost online visibility by appearing on the top of search engine result pages (SERPs) through paid ads. Unlike SEO, pages boosted through SEM marketing draw a large volume of traffic in a very short time. Google will host a text “Ad” that displays before your page. Whenever searchers use keywords or key phrases related to your business or products, your page will appear on the top of the first page of Google. An example is shown below.
Significance Of SEO And SEM For Your Business
Both methods focus only on one thing – traffic generation. However, the time required to bring results is much lesser in SEM compared to SEO. SEO needs more effort and time to deliver the best outcomes. But SEM guarantees a generous amount of traffic in a short span of time.
In particular, SEO becomes more challenging when your website is new, and the content is fresh with no backlinks. Most of the pages ranked on the first page of Google are at least two to three years old.
However, this doesn’t imply you shouldn’t go for SEO. Optimizing your website pages by following the best practices will bring fruitful outcomes in the long run. Hiring the best SEO Company in Kolkata has many advantages. They will thoroughly research your business niche and then target relevant keywords.
Understanding your searchers’ intent, analyzing your competitors, and SEO auditing your existing website – are all part of their SEO services.
The responsibilities of SEO and SEM professionals are summarized below.
- Conducting an SEO audit to analyze website performance and identify areas of improvement.
- Study web analytics to understand the core problems that are hampering your website’s rank
- Proper keyword research based on the targeted audience’s interests and competitor analysis
- Planning a well-thought-out content marketing and SEO strategy
- A proper link-building strategy, both internal and external, to improve your website authority
- Gathering data regarding potential audience and areas to target.
- Analyzing the data to detect or predict the target audience’s behavior and search patterns
- Gaining insights from the data and planning SEM strategy to maximize ROI
- Creating an SEM or PPC campaign to run
- Tracking the performance of the campaign for the specified time period
- Analyzing and reporting results from the sponsored search campaigns
Best Practices for SEO and SEM
SEM Marketing Methods:
The best practices for SEM marketing are explained below in brief.
Google Adwords –
Google Ads are an effective way to promote your business on Google and reach your target market. Google will sponsor your ad on its platform and other partner sites, generating clicks and driving visitors to your page directly.
Youtube Advertising –
These days, businesses also have the option to display video ads on the number one video-sharing platform, YouTube. You can create attention-grabbing videos to grow your potential customer’s interests and make them click on your website for more information.
Mobile Advertising –
Most internet users depend on their mobile devices to access information regarding any business, product, or service. Therefore, SEM marketing on mobiles is one of the best and most cost-effective ways to generate more traffic.
Social Media Advertising –
You can also create and run ad campaigns on social media like Facebook, Instagram, LinkedIn, etc. Social media ads have the maximum potential of targeting the right audience and increasing ROI.
SEO Process in Detail
SEO best practices are all about performing tasks to boost your website’s ranking on search engines like Google, Yahoo, Bing, etc. Furthermore, you also need to ensure that the UI and UX of your website are top-notch.
Enhancing visitors’ experience impacts SEO directly. A user-friendly website will always see visitors coming, staying, and surfing other pages.
Following are the tasks performed by SEO experts to optimize your website.
Keyword Research –
They will study your target market and find relevant keywords mostly used by them to search for products or services like yours. SEO professionals will also check the monthly search volumes of selected keywords and their competition in the search engines.
It is wiser to pick keywords with high search volume and low competition. Such keywords stand a chance to rank faster compared to high-competition keywords.
Writing content –
The next step after keyword research is producing or writing content using those keywords. Content writers aim to provide meaningful and valuable information to the readers, increasing their chances of conversions.
Optimizing Website Loading time –
Page that takes longer than 5 seconds to load have higher bounce rates. With so many alternative websites, visitors will leave your site immediately and go to your rival’s page. Thus, SEO masters prioritize the loading speed of the pages and try to minimize the loading time not to annoy the visitors.
Link Building –
Link building is essential to build website authority and earn the trust of your searchers. There are two ways of Link building – internal and external. Linking one page of your website to another related page or blog post is the process of internal linking. A valuable backlink is a link within the content of a highly reputable and relevant website, directing users to a page on your site. SEO experts of our digital marketing company suggest ways to get quality backlinks that will improve your site’s authority.
Easy Website Navigation –
The navigation should be simple and easy to understand so that visitors do not have difficulty scrolling or jumping to other pages. A properly visible search box, structured page layout, easily accessible contact details, and eye-catchy CTAs are some of the best ways to simplify your website navigation.
Comparison Chart for SEO and SEM
The difference between SEO and SEM in digital marketing is highlighted in the table below based on their comparison.
SEO (Search Engine Optimization)
SEM (Search Engine Optimization)
It is a method of increasing website traffic by optimizing pages. Search engines scan through various content and rank them in terms of their value and effectiveness in addressing the needs of the searchers.
It is a marketing method or technique to improve your website’s visibility in search engines through paid ads.
It is an unpaid form of digital marketing and hence, is inexpensive.
It is a paid online or internet marketing strategy to boost visibility. Hence, it is expensive.
It is a time-consuming process and also involves multiple steps.
Setting up and running SEM ad campaigns requires less time.
It starts showing results after some time, like 2-3 weeks.
Brings immediate results.
Provides long-term benefits by securing a top position on Google and other search engines.
Short-term benefits.Drives traffic only during the duration of the ad campaign.
Suitable for businesses with low budgets.
Mostly used by large enterprises with big budgets.
The click-through rate (CTR) is high.
The click-through rate (CTR) is low.
Unlimited traffic potential in SEO.
The traffic potential in SEM is less or limited as per the ad budget.
The search type is natural or organic. Visitors land on your page through organic searches.
The search type is Paid. Only those visitors who click on your ad link will visit your page.
In a business world with cut-throat competition, you need a solid marketing strategy to make a mark. And SEM is more like a strategy that aids in boosting your site’s visibility in the search engines quickly through paid search ad campaigns.
On the contrary, SEO is a digital marketing service used to improve your website’s position in the SERPs. Although SEO takes a longer time to show results, the long-term benefits of SEO are invaluable.
Startups or organizations seeking quick recognition from their target audience should use SEM. They can hire a search engine marketing company to help them effectively reach potential customers, drive steady traffic and boost conversion rates. Also, the geo-targeted search ads of SEM are a smart technique to target people in and around specific geographical locations.