The importance of being discovered on search engines continues to grow for all businesses looking to create brand awareness, generate sales opportunities, and compete with rivals alike. Unfortunately, many individuals at all levels in a business struggle with understanding the components of Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM).
While both components utilize similar terms and concepts, they serve different purposes and understanding the proper application of each offers a significant advantage in an online marketplace. Even if an organization spends significant amounts promoting or advertising on social networks or through traditional forms of advertising, they may not be visible on search engines which is the primary place more than 90 percent of all Web users begin their online activity.
What is SEO?
Search Engine Optimization (SEO) grows the visibility of a website based on search results generated by various algorithms. SEO focuses on creating quality content and improving the technical aspects of a website, as well as optimizing keywords to increase rank and building trust through link building. While results generated through SEO take time but they are available for long durations of time on an ongoing basis and boost traffic without paying for each click. Brands seeking to grow their business sustainably using affordable lead generation generally leverage SEO as part of their overall marketing strategy.
What is SEM?
Companies using SEM (search engine marketing) typically use paid ads on search engines, such as Google Ads, to promote products and services. Instead of taking the time to wait for an organic ranking, SEM enables brands to go straight to the top of search results. It is particularly beneficial for a new business, in a highly competitive niche, when a brand needs to promote something quickly or for a short-term marketing campaign. There are several benefits associated with SEM, including measuring success and quick results and targeting a specific audience accurately. However, as a brand continues to invest in SEM, the benefits associated with it will continue.
When and why to use SEO?
There are many benefits of using SEO, especially in cases where businesses are looking to build a brand and create long-lasting, consistent, and cost-effective visibility in the marketplace. SEO is also beneficial for businesses that want to develop and build trust with their customers by being naturally visible on search engine results pages (SERPs) as opposed to having to pay for each click to get to their website.
SEO should be used when a business is in need of an ongoing source of traffic that can grow over time. Businesses wishing to rank for specific keywords that are related to their services/products are also able to benefit from using SEO. Additionally, the building of credibility is an important reason for using SEO. Internet users are generally more likely to trust organic search results than they are sponsored (or paid) ads. A website will be viewed as more credible and trustworthy when it is able to achieve an organic listing on the first page of the search engine results page (SERP).
In the case of competitive industries, SEO becomes even more critical as customers typically examine multiple products and services before they make their final purchase decisions. When businesses utilize strong SEO, they are able to ensure that their brands are not going to be pushed down in the SERPs by other businesses that are focusing their marketing efforts solely on the use of paid advertising.
When and why to use SEM?
SEM is very valuable in instances where organic rankings are difficult due to a need for immediate visibility or a competitive market. Businesses utilize SEM in these specific situations:
- When launching new products/services/courses paid advertisements can generate immediate attention and connect to potential customers quickly. Organic SEO takes time but does produce long-term results.
- When entering very competitive markets especially if larger brands are dominating the first page of Google. SEM will allow smaller brands to also be visible on the first page of Google instantly.
- When launching timely marketing campaigns - examples of these types of campaigns include holiday specials, month-end promotions, college admission deadlines, discount offers for limited time periods, etc.
- When needing qualified leads quickly - especially if working within the education, healthcare, real estate and technology industries.
- When conducting keyword testing or keyword analysis - SEM provides immediate results when conducting keyword analysis or keyword testing, allowing you to collect data quickly before making long-term decisions regarding investment in these types of keywords.
- When the website is brand new and not ranked yet - paid advertisements will increase traffic to the site while the SEO builds.
Campaign performance can be measured with ease. Companies can evaluate click-through rates, impressions, conversions and costs associated with each SEM campaign to determine their exact return on investment. If an organization competes in a highly competitive market and is unsuccessful in achieving high organic rankings on the various search engines, SEM is a great alternative to strengthen their brand visibility.
Why is Tijus Academy the right choice?
Expert advice is critical for learning how to effectively do this as a profession. This is where Tijus Academy excels. Over the years, the academy has trained hundreds of students on how to use effective SEO & SEM strategies to grow their businesses. Through delivering real-world projects, delivering a curriculum that is aligned with the industry, and providing students with hands-on tools, students leave the academy knowing not only what to do theoretically, but also having developed skill sets that potential employers are searching for.
Many students have expressed how Tijus Academy has helped them to lessen the complexity of search engine marketing through the use of clear frameworks, straightforward explanations, and real-world examples from their campaign experience. Many of these students manage their advertising budgets more effectively, optimize websites for search engine rankings, and create measurable results through their strategy.
If you're feeling ready to dive deep into understanding and applying Search Engine Marketing and Search Engine Marketing as a pro, this is the time to take your next steps.
Join Tijus Academy's digital marketing program, and learn how to develop a high-income skill set through the guidance of the right resources.