SEO vs. SEM: Understanding the Key Differences and Their Impact on Your Marketing Strategy

Author: somethingincorporated

You hear the terms “SEO” and “SEM” often used interchangeably in marketing circles, but what exactly are they and what are the main differences between them? Although the two terms are related, and both are must-have marketing strategies, they differ quite a bit in terms of cost and approach. Here’s how to understand the differences between SEO and SEM in more detail.

What is SEO?

SEO stands for “Search Engine Optimization” and involves optimizing a web page to rank higher in the search engines organically. Organically in this case means that the website owner didn’t bid to be placed at the top of the search results, but rather came there by way of optimizing their site’s structure, content, authority and other factors that are determined by the search engine algorithms. You can think of algorithms as a set of “rules” that search engines use to categorize and rank sites.

What is SEM?

SEM stands for “Search Engine Marketing” and is a broader catch-all term that often includes SEO but also includes paid search ads or PPC (pay-per-click). In the past, SEM was another way of referring to SEO but today, it generally refers to the paid part, where marketers bid on keywords and create ads that appear at the top of the search engines.

What’s the main goal of each?

The difference between SEO and SEM is their end goal. SEO is focused on organic traffic: visitors that come to a website naturally by way of a simple search. SEM is focused on paid traffic, or visitors that click through a sponsored ad to end up on a website that matched what they were searching for.

What does SEO involve?

In order to reach these goals, both SEO and SEM have different approaches. SEO concentrates on optimizing individual web pages, including things like:

Keyword optimization – Choosing the right words and phrases that appear in the titles, headings and content of the website
Content optimization – Making sure that content is relevant and high-quality
Image optimization and internal linking – Making sure that images are relevant and linking to internal pages in order to spread the “search engine clout” to more than just the page that appears in the search results.

Optimizing these areas is known as on-page SEO, however there’s also off-page SEO to contend with. This involves steps that are taken to boost a website’s authority by way of things like:

Backlinks – from other reputable or authoritative sites on the topic
Social signals – Mentions on social media from customers

There’s also the side of “technical SEO” which involves making changes to the code of the website itself to improve the user experience and boost the chances of appearing in the search engine results. This includes things like:

Making the website mobile friendly
Improving the site speed by minimizing bloated code and scripts
Fixing any errors on the site that could hinder the search engine from indexing it

What does SEM involve?

Just as SEO is focused on specific factors that increase a site’s search engine ranking organically, SEM is focused on paid methods of achieving the same goal, such as:

PPC (Pay-per-click) Advertising – Bidding on keywords to appear under the “Ad” or “Sponsored” section of the search results
Ad copy and design – Creating engaging, compelling creatives and text to encourage clicks
Landing page optimization – Making sure that the page that the user will ultimately end up on is designed to convert
Targeting and budgeting – Using the right keywords, targeted to the right audience, with the right price point in mind to avoid overspending.

How does each one show up in search engines?

SEO results are geared toward appearing in the search engine results naturally (organically) under the non-paid results, while SEM is focused on appearing at the top or bottom of search results, usually with a tag on the ad noting that it’s sponsored.

How much do SEO and SEM cost?

Both types of optimization have a cost associated with them, although the exact amount will vary due to far too many variables to list here. SEO doesn’t require users to “bid” for positions among their competitors, but it does require an investment of time to create content, as well as various tools to check and continually optimize the ranking.

For this reason, many businesses choose to work with professional search engine optimization companies like Something Incorporated to handle their organic search engine efforts by way of high quality content creation from professional writers who understand the nuances of optimization and the best way to approach it.

Companies also hire SEM specialists to handle their paid marketing by managing bids, as well as take care of other tasks like writing the copy, designing the ads, improving the landing pages and so on. The cost that a company pays “per click” depends on how competitive the keyword is.

How long does it take to see results in the search engines?

There is no “one size fits all” timeframe where a site is guaranteed to appear at the top of the search engine results, when it comes to SEO. That’s because SEO and its focus on organic traffic is more of a long-term growth strategy. Content is published according to a consistent schedule and well-researched keywords in order to help a brand grow over time while maximizing their chances of appearing in the search engine results pages (SERPs) organically.

SEM, on the other hand, offers immediate results. As soon as a campaign is live, it can start generating clicks. It’s great for short-term goals like a product launch or seasonal promotion. Both types of optimization are ideal in order to reach your target audience across both the short and long-term. As your paid campaigns take effect, for example, your investment in specially-crafted content will start to gain traction and have a ripple-effect across your site and your other marketing efforts.

Interested in learning more? Contact the team at Something Incorporated today and let’s discuss your SEO and SEM goals!