With nine out of 10 consumers beginning a purchase decision by searching online, not having a strong and effective SEO and SEM strategy in place for your business can leave you hidden from your potential customers’ view.
But wait – are you completely lost at SEO and SEM? Don’t worry, you’re not alone! Use the information here to learn about these terms, the impact they can have on your search ranking and why they represent strategies that you need to invest in today.
SEO and SEM Demystified
SEO stands for search engine optimization. These include the techniques that you employ (keywords,
links, etc.) to ensure your website is at the top of search engine results.
SEM stands for search engine marketing. These are larger scale techniques used make your website more visible (adwords, etc.).
In order to better understand the difference between these, you should know that search engine optimization refers to tactics which increase your ranking in organic search results, while search engine marketing represents the paid advertising tactics that ensure your website is visible at certain locations.
These techniques will ensure that your website is easy for the search engine software and users alike to use and understand. While the crawlers (web indexing programs) on search engines are extremely sophisticated, they are still not able to see a website the way a person does. This means you have to insert certain SEO tactics, such as keyword targeting, to ensure you show up in search rankings.
It is important to understand that SEO builds your organic web traffic. This means that you will not see results overnight. In fact, even with consistent posts and SEO efforts, it can take a few months to see your website at the top of search rankings. This means if you run across a company offering you instant SEO result, a healthy dose of skepticism is strongly advised.
Search engine marketing allows you to pay to have your website show up in the desired location. The more you pay, the better ranking and visibility you will receive. These ads are effective and can help fill the gap between implementing your SEO tactics and seeing the effects.
The most common form of paid advertising for search engines is Google AdWords, but it is not the only option out there. You can also use the same tactics for social media platforms and a number of other sites such as Yahoo Advertising and Bing Advertising. This allows you to instantly be placed in your customers’ line of sight. You can directly buy traffic to your site with PPC (Pay-Per-Click), paid search listings, and other advertising products offered by these sites.
For some business owners, finding the time to learn the ins and outs of SEO and SEM can be a bit overwhelming. This is where professional services can be invaluable. They can take a look at your business and audience and create a strategy for success. Showing up in search engines is not impossible, but it also takes a bit of time and work to do successfully.