SEO = search engine optimization
SEM = search engine marketing
The end, thanks for reading!
Ok, ok. There really is more to it than just knowing what the acronyms mean. While they both have to do with search engines, the purpose and strategies behind each marketing tactic are different.
When should you use SEO?
If you are in it for the long-term search game and don't need immediate results then SEO is for you. Unfortunately I'm not able to give you a secret recipe to getting ranked organically in position 1. In fact, if someone promises you they can do this please start running the opposite direction. That's not how SEO works. Making an update to your site today doesn't mean the affects will be seen tomorrow. You can read more about realistic SEO timelines here.
Additionally, if you are on a limited budget and can't afford ad spend, SEO is a good fit. You'll still spend time working to improve your website content but you won't need to hand over those dollars to Google or Bing.
When should you use SEM?
If you need to target a specific demographic and have the budget for ad spend, then SEM might be for you. Running ads allows you additional targeting options that you don't get with organic search. You can really tie your keywords, ads and landing pages together to tailor to the visitor you are trying to attract.
Knowledge of the Google Ads platform is extremely beneficial if you are going to run an SEM campaign. You'll also need to determine if you should participate in other ad platforms, like Bing. Read if Bing Ads are relevant for your business. The more platforms you choose to advertise on, the more budget and management time you'll need.
What are the differences between SEO and SEM keywords?
Ok you got me there. Both tactics do use keywords and those keywords are mostly the same. Notice I said mostly. Organic search results have the opportunity to become featured snippets. Featured snippets rank even higher than ads. You can read all about featured snippets here. Featured snippets usually answer a question.
A big difference in keywords is the ability to filter out negative keywords in SEM campaigns. For example, if you are selling seals (those round things used in a variety of equipment) you want to make sure you don't get people looking for facts about seals (those animals found in water).
It's a good idea to use similar keywords in both your organic and paid strategies. Tailoring your website content to the phrases people are searching will benefit you no matter where a visitor decides to click (an ad or organic listing).
Do I need both SEO and SEM?
Probably, but not necessarily. If you are in a niche market with low competition, then a solid SEO strategy is all you need. You probably already rank towards the top of page one and there may not be any ads running for your target keywords.
However, if you are in a high demand, high competition business then you should absolutely be doing both SEO and SEM. SEO will set you up for the long term strategy while SEM will allow you to compete alongside your top competitors for ad share.
There will always be people who refuse to click the sponsored ads and conversely the people who will always click the first thing they see. Knowing which group your ideal site visitor, and ultimately customer, falls into is hard to determine - so showing up both places can be beneficial.
Taking The Next Step
Navigating the world of organic search can be confusing. Errors, technical updates, content updates, and proper keyword tracking will all be involved. On the paid search side, you face another level of challenges - bidding strategies, understanding the ad platform, quality scores, and targeting will all be utilized. If that's not something your team is wanting to tackle, I have good news ... we have a whole team dedicated to creating, managing and running SEO and SEM campaigns. Reach out today to see if working together may be a good fit.
