SEO and SEM , let’s start with the differences: in the first case we mean what concerns search engine optimization and related organic positioning. Both on Google and on Bing and Yahoo.
Of course, we are mainly addressing the market dominated by Mountain View, although for some niches it can be useful to have an overview . For example, if you are present on the Russian market you have to consider Yandex. But there is more to define. What exactly are we talking about?
I don’t want to anticipate too much, perhaps it is better to delve deeper into the world that includes SEO and SEM: this is a guide dedicated to those who are taking their first steps in this world and still need to clarify two fundamental terms to improve the performance of their website on the internet.
Table of Contents
What is SEO, a definition
With this acronym we mean search engine optimization, optimization for search engines to increase organic traffic . This means that attention is paid to improving the ranking.
SEO optimizes organic search engine positioning . That is, they should respond to the best quality to satisfy the public’s search intent . We can talk about two macro-areas:
- On-page SEO : Optimization of property pages.
- Off-page SEO: Improving inbound links and mentions.
Technically we can hypothesize other sections such as local SEO aimed at optimizing to appear in geolocalized results and on-site which concerns the structure of the entire portal. This is useful to understand the key points of the subject and, above all, the differences between SEO and SEM.
SEO brings free traffic, you don’t pay for each visit but to get results you have to hire (and pay) a professional. However, the user does not perceive an economic exchange – with the relative payment of a value in terms of pay per click – behind your organic positioning.
Must Read: Improving User Experience
SEM Concept Explanation
While SEO focuses on organic optimization of results, SEM encompasses the elements to gain greater visibility on search engines. In fact, the acronym stands for search engine marketing .
So it means that everything that falls under the promotion to have more opportunities thanks to search engines is part of the SEM world. SEO is also a section, quite large and significant, of search engine marketing. But it is not the only useful solution: alongside it there is SEA.
That is, the world of search engine advertising, advertising that is published in the SERPs. Of Google and not only. And which includes classic text ads but also carousels for those who sell products online and sponsored ads for geolocalized results . So, to summarize, SEO and SEA form SEM.
Russia phone numbers usually consist of 11 digits. It first contains an “8” or “+7” code that indicates the country’s international calling code. From this phone number library code we understand that it is the phone number code of Russia. . The area code is usually 3 digits long and indicates the geographical location of the phone call. Russia’s communication system has become easier because of phone numbers.
SEO and SEM, where is it worth investing?
This is the classic question asked to the digital marketing professional who asks for budgets for both SEO and ADV: why should I pay for advertising if I can position myself for free on Google?
Let’s start with this parameter : “65% of People Click on Ads When Making Purchases” . A large part of users who browse Google click on advertising when they want to make purchases. So advertising is crucial if you want to intercept a search intent aimed at conversion.
This is especially true if we focus on mobile. But a large part of the searches that are done on Google have an informational search intent. This means that organic results are the best solution to intercept traffic from potential customers . Who perhaps are not yet ready to buy but can start to get to know your brand. And to consider it a point of reference.
So, there is no always correct answer to those who ask how and where to invest: SEO or SEM? It depends on the context , the objectives, the business model. Without forgetting the target.
Surely a good idea is to preside over the Google SERP with organic and paid results. Maybe putting into practice SEO and SEM activities with targeted campaigns. Any specific ideas?
The best SEO, SEA and SEM strategies
A digital marketing plan should verify the need to invest in search engine marketing, balancing SEO and SEA . So organic positioning and advertising. However, there are some solutions that are worth mentioning to be sure to exploit the flexibility of SEO and SEM in the best possible way.
Create a specific landing page
SEO and SEM work suggests this: create a landing page for each service you offer, make sure it never goes down due to unreliable hosting and that it loads quickly. In particular, do A/B tests and study audience behavior with programs like Hotjar.
Having a page dedicated to each activity allows you to create targeted and effective advertising, with a destination resource capable of speaking to that audience that has specific needs. Being hyper-specific is our job as SEO experts and Google ADV managers. Do you want more information?
Be careful with videos and images
Working with search engine marketing (SEA, SEO and SEM) means finding the right solution to get the visibility you deserve. So, for example, it could be a good idea to focus on a content marketing strategy to emerge in Google results through videos. Or with images.
You don’t have to work with organic content, even sponsored content can ride the wave and focus on visuals. This is the case of Google ADS for shopping with related photo carousels to help the public make the right decision . That is, the one that gives concrete advantages.
But first you need to make sure that your landing pages are SEO and SEM optimized. Remember one key point: landing pages must be linked to the individual advertisement.
Start a company blog
Is website traffic important ? Of course, but it must be profiled, virtuous, tied to specific needs. Like those that are intercepted every how to calculate and the difference with explicit costs day thanks to a company blog that is fundamental in the upper phase of this funnel (source Alexa) that describes the tripartite division of online searches.
The efficiency of a blog has been known since the dawn of time. Despite the evolution of the web, there is still a great need for qualitatively interesting and valid content capable of intercepting that segment of the public that needs clear information. And then, later, they might also decide to buy.
Increase local reviews
A detail that is often left aside but that makes the difference in terms of SEO and SEM local . That is, the techniques to increase the visibility of geolocalized companies. The point is this: you need to sign up for Google My Business and increase the reviews on your profile. The reason for this request?
“ The number and score of Google reviews are taken into account in local search rankings. The more positive reviews and ratings a business has, the better it will rank in local search results .”
support.google.com
Google wants it . The search engine clearly announces that reviews are a local SEO positioning factor. They therefore help to gain visibility on searches that bring up results related to the territory. Politely ask for new reviews to contribute to your ranking.
Rank for long tail keywords
An SEO technique that looks towards intelligent ao lists comparison with the top players in the sector. Why challenge large portals on dry keywords when you can find your Blue Ocean – an area without aggressive competitors – in more advantageous and easy-to-conquer positioning in the SERP?
This is the logic behind the long tail keyword, the long tail of searches. The greater the number of words inserted in a query , the lower the competition but the greater the conversion opportunities. Your strategy to gain visibility on search engines must be lean but lethal.
Do you want to do search engine marketing?
The solution is clear: carefully analyze every detail of your needs. Put your objectives in order, identify your target and choose the best solution for you . If you need a hand we can work together for both SEO analysis and UX of the landing pages to be used in the ADV.
