SEO vs. SEM: the Similarities and the Differences

It’s a question that gets asked a lot in the digital marketing world: what is the difference between SEO and SEM?

Let’s start with the basics:

• SEM (Search Engine Marketing) is a form of internet marketing that often utilizes keywords and individual bids, to show custom ads on a search engine results page.  Also known as PPC (pay per click).

• SEO (Search Engine Optimization) is the process of optimizing your website to rank high in the organic (free) section of a search engine results page.

Now, let’s dive a little deeper.

SEM: The Sprint

If you want visitors to your website today, SEM is your best course of action. A paid search engine ad campaign can be set up and launched in as little as a couple of days, and can drive traffic to your website almost immediately (if it is implemented correctly).

Using a pay per click campaign, you can specify which specific keywords you want to be found for, as well as when and where your ads show up using geographic targeting and ad scheduling. You can even take this a step further with a display ads campaign by setting parameters for target demographics such as age, gender, and parental status.

SEO: The Marathon

If SEM is the sprint, think of SEO as the marathon. Despite what some companies may promise, there is no such thing as overnight success for non-branded keywords. You will not see your search engine rankings shoot up after a day, a week, or even a month. SEO is a slow, steady process that may a few months to begin showing progress. More competitive industries may take as long as six months to show significant improvements.

There are two main pillars to SEO: onsite optimization and offsite optimization. Onsite optimization involves applying proper titles, header tags, meta descriptions, URL formats, scheme data and the like. Offsite optimization is the process of utilizing opportunities outside of your website. Some common offsite optimization strategies include “link building” (the process of having other websites link back to your page), local listings optimization, and posting to social media sites. These build credibility in the eyes of the search engine, because if several websites are linking back to you, your content must be good. Both onsite and offsite optimization are imperative for good organic rankings.

Contrary to popular belief, SEO is not free. While there is not a direct cost associated with each visitor to your website, ranking well on any search engine takes time, effort, and a knowledgeable team of SEO specialists.

So, which is the better option?

Truth is, SEO and SEM are both important components of any digital marketing campaign. Since succeeding in each requires two different skill sets and specializations, companies all over the country turn to Ferocious Media for assistance. As a Google Premier Partner, we have experience helping SMBs of all shapes and sizes reach and exceed their online marketing goals. Contact us online to get started with a free consultation, or give us a call at 1-800-454-9103.