Search Engine Optimization (SEO) is a common term that is used by most people today. But what is Search Engine Marketing? Search Marketing is the practice of Search Engine Optimization, Pay-Per-Click (PPC), Search Ads, and Search Marketing Content. There are basically two major differences between SEO and SEM. The first is where specific listings show up on the search results page and the second is how traffic is acquired.
Search Engine Optimization is usually done with pay-per-click ads, keyword density articles, and search engine optimization articles. Keyword density is very important for keyword ranking. Search engines are designed to recognize the keywords in content and list relevant pages. However, they use different criteria when determining ranking (number of times a keyword appears on a page).
PPC, on the other hand, are paid advertisements that are placed on the search engine results pages, or SERPs. These paid advertisements are only allowed to show up once, after the user has clicked on an ad. PPC also requires the web pages it is displayed on to meet certain guidelines.
SEM requires research and planning.
SEM research is done by gathering data on keywords that are used to target web pages. Once this data is gathered, it is then processed by marketing professionals. This process involves making sure that the targeted ads are properly laid out and are not misleading to users. Paid advertisements are then made using this data.
Pay per click SEO and SEM both focus on making sure that the targeted ads are correctly laid out on search engine results pages or SERPs. However, there are some differences between these two methods. While SEM makes sure that the keywords are in fact placed in the ads, PPC focuses more on how many times these keywords are actually seen in the ads themselves. This means PPC may be able to better pinpoint when a certain keyword is most likely to appear than an SEO.
One of the biggest differences between the two is how much control is actually available to the marketer. In order for a pay-per-click campaign to be successful, the marketer must ensure that they carefully select keywords that are relevant to their business. If they do not, then their campaign will most likely be unsuccessful. SEM on the other hand gives marketers more control because they can choose which keywords to advertise against. SEO campaigns typically rely heavily on the amount of money that a marketer has available to spend on their advertising.
It is possible for a marketer to test both methods of getting their business more traffic online as well.
A good PPC campaign will give a marketer a better return on their advertising dollars compared to an SEO campaign. However, an SEO campaign may last a much longer time since it can easily keep ads up for as long as they want. When a PPC campaign ends, it is just as easy as replacing the advertising with a new one. SEO campaigns will have to end sooner because they can continue to be maintained for a much longer period of time without any noticeable effects to website traffic.
- Both PPC and organic traffic are great ways to get traffic.
- However, the main concern is whether or not a PPC campaign can keep up with organic results. Google AdWords however, can be a little more difficult to manage than organic results.
- This is mainly due to the fact that a PPC ad only lasts for a certain amount of time before it expires.
- Because of this, it is important that a marketer fully utilize PPC advertising while minimizing its negative effects on organic traffic.