Achieving high search engine rankings on Google is crucial for driving website traffic, engagement, and conversions. However, the question is, what’s the best way to achieve this goal? There are two main areas where your business can appear on Google’s search results: the organic search results and the paid advertising placements. The organic search results appear down the page and can be achieved through expert optimisation of your website’s content and metadata, known as SEO or Search Engine Optimisation. On the other hand, SEM or Search Engine Marketing is a paid ad placement that appears above the organic results and can be targeted to specific keyword groups. In this post, we’ll discuss the difference between SEO and SEM, when each method is most effective, and how businesses should use them together for short-term and long-term success.
What’s the difference between SEO vs SEM?
To put it simply, SEO and SEM differ in the following ways:
- SEO focuses on increasing your visibility in organic search results.
- SEM focuses on increasing your visibility in paid search results.
Both SEO and SEM are digital marketing strategies that can improve your search engine visibility. SEO involves optimising your website to rank higher in organic search results, while SEM involves paying for ad placements in search results. Here, we’ll delve deeper into the definitions of SEO and SEM.
Resource: What Is Google Ads
Resource: What is SEO
What is SEO?
SEO, short for Search Engine Optimisation, refers to the process of enhancing the visibility and ranking of a website in the organic search results of search engines like Google. Considering the vast number of websites available online, search engines deploy digital spiders to crawl the web and assess which sites are relevant, trustworthy, and authoritative. If the spiders determine that a website meets these criteria, they will present it higher up on the search results page.
To impress the Google spiders with your website, SEO marketers employ a number of core strategies, including on-page SEO (optimising title tags, image alt tags, and meta descriptions), technical SEO (improving website loading times, mobile-friendliness, security, and crawlability), content creation (publishing high-quality, value-adding content that is optimised for the right keywords), and off-page SEO (building website authority and trustworthiness through link building).
SEO is a highly effective marketing strategy that offers significant returns. However, it takes time to see results since building expertise, authority, and trustworthiness is a long-term process. Just like planting a fruit tree, it requires patience and consistent hard work before one can harvest the fruit of their labour.
What is SEM?
SEM, which stands for Search Engine Marketing, has evolved over the years in the digital marketing industry. Although some sources consider SEM to cover all marketing efforts made on a search engine, including both paid advertising and organic SEO strategies, nowadays it typically refers to paid marketing strategies used to enhance visibility on search engines such as Google, Bing and Yahoo. Also known as paid search or PPC (Pay Per Click), SEM is the quickest way to target audiences who are already searching for you through highly relevant ads created around specific keywords. SEM provides the ability to turn it on and off as needed, which can help increase conversions quickly while waiting for SEO to take effect. Similar to SEO, SEM is a specialised trade in analysing and crafting keyword groups, monitoring results, and optimising for improvements.
While SEO is a long-term strategy, SEM is better for achieving short-term results. One of the significant benefits of SEM is the ability to test specific keywords and messaging and quickly obtain helpful feedback. This insight can be used to enhance both paid and organic marketing efforts.
Is SEM the same as PPC?
Perth Digital Edge uses the term SEM to refer to paid advertising strategies aimed at improving your visibility on search engines. This includes Pay Per Click (PPC) advertising, which is a major component of SEM. Other terms that can be used interchangeably with PPC and SEM include paid search, search ads, and cost-per-click (CPC) advertising. PPC advertising is a type of online advertising in which you are charged only when someone clicks on your ads. While Google Ads is the most widely used PPC advertising platform, you can also find PPC on other platforms such as Facebook and Bing.
Is Google Ads SEO or SEM?
Google Ads, formerly known as Google AdWords, is a type of PPC advertising platform that falls under the SEM category. When using Google Ads, you bid on specific keywords to appear in the Google search results and only pay when someone clicks on your ad to visit your website or call your business. It’s important to note that you cannot pay for your website to appear in Google’s organic search results. The only way to improve your ranking in the organic search results is through SEO.
Can SEO outperform paid advertising?
SEO and SEM serve different purposes and complement each other in achieving different goals. SEO is a long-term strategy that focuses on building authority and credibility for your website, while SEM is a short-term tactic that provides immediate visibility and results through paid advertising. Rather than seeing SEO and SEM as separate and mutually exclusive tactics, it’s best to view them as complementary strategies. Investing in both can provide the best results for your business, as they serve different purposes and can be used together to achieve short-term and long-term success.
SEO and SEM: Which one should you use?
a metaphor that can help explain the relationship between SEO and SEM is to think of a car. SEO is like the engine of a car, providing the power and momentum to keep moving forward. It takes time and effort to build a strong engine, but once it’s in place, it will help your car run smoothly for the long haul. On the other hand, SEM is like the fuel that you put in your car to keep it going. It provides a quick boost of energy to get your car moving in the short term. However, you need to continually add fuel to keep the car running, just like how you need to continually invest in SEM to maintain short-term success. Ultimately, like a car needs both a strong engine and fuel to run, your digital marketing strategy should include both SEO and SEM for optimal long-term and short-term results.
How do SEO and SEM work together?
SEO and SEM are two different digital marketing strategies, but they work together to improve your website’s online visibility and drive traffic to your site. SEO is a long-term strategy that involves optimising your website and content to rank higher in organic search results. This involves researching and targeting relevant keywords, optimising your website’s structure and content, building high-quality backlinks, and improving user experience.
On the other hand, SEM involves paid advertising campaigns to drive traffic to your website. This involves bidding on specific keywords and placing ads in search engine results pages (SERPs) or on other websites. When used together, SEO and SEM can produce even better results than using just one strategy. For example, you can use SEM to drive traffic to your website while you work on improving your SEO strategy. Once your SEO strategy starts to produce results, you can dial back your SEM spending and rely more on organic traffic.
Furthermore, you can use data from your SEM campaigns to improve your SEO strategy. You can analyse which keywords and ads are producing the most clicks and conversions and incorporate them into your SEO strategy. This way, you can optimise your website for both paid and organic search traffic. In short, SEO and SEM work together to improve your website’s visibility and drive traffic to your site, and using both strategies can lead to greater success.
When should you use SEO vs SEM
Determining the most suitable marketing tactics for your business depends on various factors such as the age of your website, the products or services you offer, and the level of competition in your industry. By working with a digital marketing agency that is knowledgeable in both SEO and PPC advertising, you can develop a comprehensive marketing strategy that caters to your needs, whether you are an established business, launching a new website, or expanding your audience. Here’s a brief overview of how our SEO and SEM services can benefit your business:
For established websites, we can help you evaluate your current search engine rankings and pinpoint areas for improvement with SEO. At the same time, we can boost visits to unranked pages through SEM campaigns. For brand new websites, SEM campaigns are an excellent way to generate traffic and introduce your products or services to potential customers who may not be aware of your brand yet. By establishing a long-term SEO strategy, you can further enhance your brand’s authority and continue to expand over time.
Please contact us to discuss your digital marketing strategies
If you’re looking to create content that generates leads or sales, it’s important to optimise for search using both SEO and SEM strategies. Whether you’re revamping an existing website, launching a new one, or seeking ways to scale your business growth, Perth Digital Edge’s team of experts is ready to assist you. As a leading SEO Perth company, PDE specialises in both SEO and SEM and is dedicated to helping businesses grow sustainably.
With a proven track record of delivering results, we are passionate about working with you to achieve your digital marketing goals. Give us a call today to get started and find your digital edge today.