SEM and SEO are two different strategies for getting high visibility in Google search results. The two strategies are very different as the methods to achieve the desired results are different. It is important to keep in mind that one strategy does not exclude the other, there are great advantages to working with both SEM and SEO. It can be difficult for someone who is not familiar with digital marketing to understand what the different strategies mean, so we’ve summarised everything you need to know here!
SEM and SEO have several things in common. The goal of both strategies is to:
1. Be visible high up on the search results
2. Directing traffic to the website
What is the difference between Search Engine Marketing (SEM) and Search Engine Optimization (SEO)?
Search Engine Marketing is a strategy that allows you to reach users through the paid search results on Google Ads when they search for what you offer. In order to appear in the paid search results on Google Ads, you need to create a Google Ads account and then set up campaigns based on the keywords you want to appear on. As an advertiser, you pay per click on the ads and what that cost will be varies depending on several things. Depending on what industry you are in, how fierce the competition is and what keywords you want to appear on, the cost per click is different for everyone.
Search Engine Optimization is a strategy to rank high in the search engine’s organic search results. Working with SEO is a long-term strategy based on making sure your website is relevant, both for the search engine and for users who visit your website. SEO work means optimising your website to appear high on the first page of Google’s search results. SEO is divided into:
On-page SEO – involves optimising the textual content of your website, such as headings and keywords. On-page SEO also includes internal linking and site structure.
Off-page SEO – work with external links from other credible sites to show that you are a relevant player in your field. Links from other sites give your website a higher credibility, which Google values.
Technical SEO – involves focusing on the technical aspects such as user experience in terms of load time, mobile friendliness and structured data.
What insights can you gain for your SEO work through Google advertising?
There are a lot of useful insights to take from your Google advertising and implement them in your SEO work. At BrightBid, we often review search terms for clients. Reviewing search terms is a great way to anticipate upcoming search trends and find new relevant keywords/search terms. Based on that, we recommend clients to publish articles, blog posts and to include words/terms in the texts on the site. This is a very good way to keep the site’s content up to date and not miss out on being visible on what users are searching for.
How does SEO work benefit your search engine marketing?
A search engine optimised website will lower your cost per click, influence where your ad is placed and deliver a relevant landing page for the user. User experience is the be-all and end-all when it comes to Google’s assessment of your website. The better the experience you deliver, the more likely your Google ads will rank well.
When Google evaluates your website, they use a scoring system called Quality Score. Google’s Quality Score is set according to how relevant your website is and how high the quality of the website is.
As well as affecting how Google rates your website, SEO work will also affect how your website visitors use your website. The user experience will be better with catchy headlines, good textual content and properly placed internal links. Satisfied users on your website also lead to higher conversion rates.