A digital marketing agency should employ all possible methods to
gain a good position for their client. Search engine optimization
(SEO) and Search engine marketing
(SEM) are complementary methods as progress in one could help
the other. They have similar purposes (gain better position in the search
engine results pages) but different approaches.
SEO
began as a marketing strategy but has evolved into
a “code of conduct” for website content and functionality. As search engines
shifted their algorithms to emphasize quality of content and the credibility of
the information given.
SEM deals with calibrated paid ads that are designed to appear
on search engine results pages when a user searches for certain targeted
keywords. Thus, the main difference of the two is that SEO deals with growing
an organic audience, so that will take time. SEM has faster results, but it
will only generate traffic while the ads are in place.
Can We Use Both?
Digital marketing agencies are likely to recommend both SEM and
SEO to their clients. While they both rely on keywords and their primary
purpose is to generate traffic to your site, the mechanics, timeline and
results are different.
One way to describe how SEO and SEM work together is to imagine
building a garden. SEO are seeds which will take time to grow, while SEM are
potted plants that are already grown. Both will contribute to the development
of the garden, but the seeds, like SEO, are a continuing process of growth,
while the potted plants are noticeable right away.
In a similar fashion, SEO and SEM contribute to driving traffic
to your site, but SEO, when correctly cultivated, will have continuing benefits
for the longer term. This is why SEO in Singapore calls them “organic.” There
is a natural increase in traffic when you practice SEO in Singapore.
Difference of Content
SEO practices hinge on website content quality and sensible
usage of relevant keywords. “Quality” aside from general standards in content,
is also defined by the search engine algorithm. Thus, there is always a need to
update and adjust.
SEM service is hinged on paid ads, but these are not the same as
regular ads. Top
digital marketing agencies will formulate the most cost
efficient SEM strategy to maximize your budget by choosing the right keywords
and ad parameters. Thus, they need to know what keyword combinations are being
used by your target audience when they search for products and services.
How They Work Together?
SEM Service is based on bidding, so digital marketing agencies
need to be very strategic on what keywords they want to bid. At the same time,
there is also an overall quality score of the ad you will be posting.
Evaluating the quality of the ad is based on parameters similar
to SEO values. The quality of the content, organic usage of keywords, and the
overall credibility of the website are factors. Thus, SEO should be considered
as a standard operational procedure for websites, including their SEM strategy.
Paid ads will give a boost to your marketing effort while the foundation of SEO
is built. This will ensure continuous traffic on your website.
There is also a difference between the quality of visitors. For
SEM services, the visitors are likely to convert as customers because they were
already searching for the keyword in the first place. This is why it is a very
effective strategy since the users are already interested to begin with.
SEM programs are limited, since they are paid ads. Also, there
is no guarantee that you will always win the bid. This is why SEO is always
important. It is the lifeblood of any successful website.
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