SEM / SEO – What's The Difference?

What is the real difference between optimization and marketing? Only about a world.

While these terms are often used interchangeably, there is a huge difference between the two methods. SEM is a broad concept and can be used to describe various aspects of website marketing as it relates to the search engines. SEO, however, is an essential element of SEM. SEO primarily consists of keyword rich content and links, gained over time. SEM is far more extensive.

Paid inclusion is one form of SEM. It refers to paying a directory or search engine to immediately add a website to its database, rather than designing the site to naturally attract search engine robots – in other words, it lets you skip an SEO step. Some web designers think this method as their only option for being listed; however, a good SEO can get your site listed just as fast through a link from the right place.

Advertising is another SEM technique which involves taking out advertisements on search engine result pages. These ads are typically displayed based on keywords a user inputs into a search engine, and can incur costs dependant on the number of impressions or appearances of the ad. You normally have to pay for the advertisement whether it is clicked on and results in traffic to your site or not.

PPC (Pay Per Click) ads are also a common SEM tactic. You will have complete control over your campaign to select the keywords that trigger display of your ads, copy you want inserted and a strict budget per day. You can even choose when you want your ads displayed to reach your target audience. You only have to pay when someone clicks on an ad and is then redirected to your site.

Unlike SEO, SEM offers immediacy. If money isn’t an issue and you want to increase your visibility on the web right away, you can definitely enhance results with a well run SEM campaign.. But without solid SEO and more importantly user friendliness on your site, you won’t benefit as much. A site that is difficult to navigate and doesn’t deliver what the visitor is looking for is the most common way to render an SEM campaign sterile.

The primary goal of SEO should be to make the site friendly for both the search engine and your visitors. If you plan to spend money on PPC campaigns and other SEM elements, make certain that SEO is complete before you start any expensive campaigns!