Difference between SEO and SEM
Is it better to work on SEO or SEM?
When we talk about web positioningIn addition to this concept, we cannot leave out of this concept the SEO and SEM. These are the two most used marketing strategies by all those who undertake a web project. In order to position a site in search engines, it is necessary to know in depth what these two terms are about.
However, it is very common for people who are just starting out in the world of digital marketing to confuse SEO and SEM. In this post you will learn what the main difference between SEO and SEM is, what each one is for and much more.
In our Marketzilla SEO Agency We recommend in new projects, to start with an investment in online advertising (SEM) along with SEO investment. As we position our website organically or naturally, the investment in paid keywords will decrease over time.
What is SEO
The Search Engine Optimisation is one of the most profitable and functional marketing strategies that exist. It seeks to optimise the web page and its contents, making the user's experience with the site the best possible.
The aim is to improve web positioning and to appear on the much desired first page of search engines (especially Google). This requires a great deal of work in the following areas optimising your websitefrom response time, content and navigability of the site.
If we wanted to define how SEO works exactly, we could do so by saying that it is about providing the best information to users, responding to their search criteria.
On the other hand, SEO must take into account the complex algorithm of search engines, otherwise they may penalise the website. Not to mention web architecture, keyword research, creation of quality and original content, as well as good design and usability.
What is SEM
SEM (Search Engine Marketing) is to attract traffic through advertisements on search engines such as Google. This is where we find the main difference between SEO and SEM, in one we don't pay for traffic and with the other we do.
Using this strategy we will appear in the first results of any search engine and the page will be identified as 'Ad'. To appear there you must bid for keywords that match your sector.
In addition, you must pay for each click that a person makes on your site and even for impressions. Before carrying out an SEM campaign, we must carry out a keyword research and have high quality Landing Pages.
When using this strategy it is important to track conversion, and correct if necessary. Similarly, some negative words should be optimised, i.e. our ad should not appear for those words in search engines.
What is the main difference between SEO and SEM?
As we have already said before, the main difference between each strategy is the cost, since in SEO we do not pay for each visit, and in SEM we do. By this we do not mean that the seo strategy does not have any cost, as it is necessary to create content and optimise the website.
To do this you will have to hire a professional if you don't know how to do it. Another difference is the result, with SEM the results are immediate and with SEO you will have to wait to see them. That is why we always recommend the combination of both strategies, because you guarantee short, medium and long term results.
SEO or SEM. Which is better
For each case there is an ideal strategy, you just have to know your needs and choose your strategy. If you want immediate visibility, the best option is SEM. This way you are guaranteed to appear above the organic results instantly.
With the SEO you will have medium to long-term results. By doing a good job with content and optimisation of your website you can appear in the top results within weeks.
The best choice you can make is to do a mixed strategy. Organically you can try to position the keywords with a high CPC and pay for those with a lower cost. The idea is that over time you will only have one SEO strategy, and you won't need SEM.You will have already gained authority in your sector.
Differences in SEO and SEM content
The content of each strategy is another differentiating factor. In SEO you should focus on the quality and originality of your content. The aim is to attract the user with relevant information that responds to their search intention and keeps them browsing the web until a future conversion.
In the case of SEM, the content is focused on a commercial objective. For this reason, it does not always satisfy the user's search intention. If you work with this strategy, it is advisable to create complete pages that provide a good user experience, so the chances of conversion increase.
Differences in CTR
This difference is very important, we are talking about how many times a user clicks on your website per impression. With SEO, click-through rates vary greatly between the first and fifth position on the first page. The CTR of a website in the first position can be as high as 30% and as low as 5% if you appear in the fifth position down.
With SEM, on the other hand, this rate increases considerably, as you will always appear in the top positions with rates between 10% and 30%.
With organic traffic, the most important thing is to make sure that you appear on the first page of the search engine, as only 1% of the users go to the second page.
Cost of SEO and SEM strategies
SEO SEM strategies differ a lot in costs. For the first one you need to pay for the optimisation work. You need one or more people to handle the content, the structure of the website and even the HTML code.
The cost of the SEM strategy consists of paying the search engines for the visits we receive and a professional to manage the campaign. It may require the creation of a specific landing page and content for it.
Some costs can be reduced if you know how to do some of the actions such as web design or have persuasive writing skills. The latter is essential for SEO SEM techniques to work as expected.
Has SEM killed SEO?
This is a question that many people ask themselves nowadays, because with SEM you don't need much to appear in the first places. But the reality is that SEO is still the best way to convertThe lower cost, as well as the quality of traffic you can get.
With SEM you get quick results, but to sustain them over time you will have to keep paying. With SEO, on the other hand, you only have to make an initial investment and the results are sustained over time.
Finally, when faced with the decision of which strategy to choose for your website, a mixed strategy is always best. Combine fast results with sustained results over time, which in the end will allow you to leave the paid strategy behind.