The world of digital marketing Differences cannot be understood today without these two strategies (or set of techniques). A long time ago, the use of search engines had nothing to do with marketing; they were simply tools us to try to find information on a topic.
They were focus solely on satisfying the nes of certain users.
With the increase in users of these types of tools, companies (and other entities) began to see these search engines as a way to promote their products and services and reach potential customers.
This revolutioniz digital marketing as we know it today
On the one hand, as we have mention, companies began to show interest in this marketing channel and began to invest more and more resources in appearing as answers to these user searches.
On the other hand, search engines like Yahoo and Google began to take an interest in this new trend and took action to adapt to this new reality:
- They improv the algorithms to try to avoid the bad practices that many companies had at the time when trying to position themselves.
- They develop parallel services aim at obtaining income from this new trend; hence tools with SEM in search engines
- Since then, search engines have evolv a lot and it is important to be clear about the characteristics of each technique or tool in order to get the most out of it.
SEO and SEM: Differences
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SEO and SEM: Marketing. The guide without room for confusion
When you want to establish a digital marketing strategy, these two options, SEO and SEM positioning, often cause a lot of confusion among users, since they have the same final objective: to achieve greater quality traffic to the website in order to increase conversions.
However, there are significant differences between SEO and SEM , which are important to keep in mind when choosing between an organic positioning strategy (SEO) or a search engine marketing strategy (SEM).
SEM and SEO: meaning
Before looking at their differences, it is interesting to be clear about what SEO and SEM mean.
- SEO : Search Engine Optimization.
- SEM : Search Engine Marketing.
What is SEM?
The SEM concept refers to all marketing actions that take place in a search engine. It is known as the set of strategies and techniques that help us improve the visibility of websites from search engines.
In other words, SEM denmark phone number by data consists of creating paid ads for specific keywords, so that when a user is actively searching for a product or service, the same ad is display before the competition’s ads, capturing the user’s full attention.
It also refers to the promotion of a website in search engines through the use of paid ads through platforms such aspreviously known as Bing Ads. It also has a presence on platforms such as Google Maps, YouTube, Google Shopping, Gmail and millions of web pages thanks to the Display platform in Google Ads.
Through this strategy, the objective is to give immiate visibility to our website, since from the moment we configure the campaigns and bid to appear, our ads have the possibility of appearing.
There are many situations in which it may be more convenient to opt for a SEM strategy instead of an SEO strategy, taking into account the characteristics of each:
SEM for online store
One of the most paradigmatic cases when it comes to applying SEM strategies is online stores. This is so for several reasons:
Firstly, because of the different formats that SEM offers when promoting products. These can be present both through uae phone number Google Shopping campaigns and text ads for both products and categories.
On the other hand, the rotation of products that an online store has often makes it unfeasible to try to position them organically, since their life cycle is not sufficient as it is not always long-term.
SEM for new sections or categories of a website
As we have already mention, SEO is a strategy that takes time to deliver results . We may want to get visits to certain sections of our website that are relatively new and that SEO strategies have not yet been able to position.
At this point, opting for a SEM campaign to promote certain parts of the website may be appropriate.
There are other times when the pages we want to give visibility to respond to specific moments or certain seasonality, so we want to get visits quickly and in a limit time.
For this, it can also be very useful to rely on SEM campaigns rather than SEO.
What is SEO?
The concept of SEO refers to the work of optimizing and implementing a set of strategies with the aim of ensuring that the website is crawl by search engines, index correctly and sufficiently relevant. In order for it to be display in the top positions of search engines for certain search queries by users. Often these strategies are design by an SEO expert.
To respond to a search, different search engines evaluate dozens or even hundrs of signals from all websites to determine which ones best respond to the search, with the aim of ensuring that users have the best possible experience and find what they are looking for quickly.
A website that is properly optimiz for SEO has a better chance of ranking high in organic search results.
The key, therefore, is to appear in the first search results. How do we achieve this? With SEO optimization and without having to pay a direct advertising cost for each visit, thanks to the different on-page and off-page tasks that will make us more relevant and/or popular.
Within the SEO positioning work there are 2 large sets of factors that we can optimize:
