SEO vs SEM – What’s the Difference & How to Use Them Together
In digital marketing, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are seen as the online landscape’s game-changing forces.
Responsible for helping millions of businesses find their path to success by using the Internet to their advantage, SEO and SEM hold pivotal roles in strategies of all types and sizes. Whether you’re a business that caters to the foodservice industry or a consultancy firm looking to generate more clients, both the concepts in question are vital for long-term success.
As crucial as both Search Engine Optimization and Search Engine Marketing are for succeeding on the web, there’s just one problem concerning them: They’re interchanged far too often.
A balance of two titans
While SEO and SEM hold pivotal roles in today’s digital marketing landscape, many businesses still end up confusing them for one another because of how similar they sound.
Although there is only a one-letter difference between the concepts, they significantly differ in terms of functioning because of how they work individually. However, it’s worth noting that both of the approaches above are tied together in most contexts because they work amazingly well when used in sync!
Seeing that search engines have transformed from essential tools into wide-scale marketing platforms, the importance of differentiating SEO and SEM is more significant than ever.
Differentiating the terms in question
Knowing the difference between SEO and SEM is crucial if you want to provide your business with the advantage it needs to stand out online and rake in more top-quality results. Thankfully, telling them apart isn’t as difficult as it might seem, especially if you consider this side-by-side comparison:
Search Engine Optimization (SEO)
To best put it, SEO is a digital marketing strategy that relies on using organic methods to help a website attain a higher ranking in results for relevant terms or keywords. Through this method, you’ll need to take on various tasks like choosing the right keywords, fine-tuning your web design, and building backlinks to appear higher up the search results.
Search Engine Marketing (SEM)
On the other hand, SEM is defined as the “cash” counterpart of traditional Search Engine Optimization because of its involvement in methods correlated with paid marketing.
As compared to Search Engine Optimization, SEM relies on the use of paid methods like pay-per-click (PPC) advertising to help a website climb the search engine results. Although it may have the same goal as SEO, Search Engine Marketing’s effect is more instantaneous but only slated for a short-term duration unless it is paired accordingly with an SEO strategy.
Where the two meet
Although both Search Engine Optimization and Search Engine Marketing are fairly powerful by their respective selves, their maximum potential can be fully utilized if you put them together. Generally, there are a few different ways that you can integrate the channels for top-quality results, such as:
- Taking the progress generated by your SEO and magnifying its potential long-term effect by using SEM to create remarketing or retargeting campaigns for increased conversions and retention.
- Using the data gathered from Search Engine Marketing to supplement an SEO strategy through the help of valuable insights on keyword-level performance, expected conversion rates, and high traffic avenues.
Although Search Engine Optimization and Search Engine Marketing may sound like the same thing, they bear many differences between them. However, they can make even more difference when used together. Through this guide’s help, you can better understand how you can use the two tools in question to your business’s advantage!
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