In simple terms, search engine optimization is hidden behind the acronym SEO. Search engine optimization involves a website development strategy based on pre-selected key queries to increase the ranking of a website in search engines.
These keywords are added to HTML as meta tags, used in the text content of the page, sometimes in the URLs of the pages. All this is done in order to explain to search engines what a page is about, and, ultimately, what the whole site is about. This set of work on the page is called internal optimization. The concept of SEO also includes external search engine optimization, which many know as website promotion or promotion.
SEM is an acronym for search engine marketing and is translated as “Search Engine Marketing “. This is a comprehensive set of actions aimed at increasing website traffic from search engine results. The goal can be achieved in various ways, including website optimization (SEO) and contextual advertising (SEA).
Difference Between to SEO and SEM
In other words, SEO is an ongoing process that must be constantly adjusted and refined depending on the shifts of various factors, including competition (that is, how many companies are trying to rank in the top for your keywords), the volume of potential visitors (i.e. how many potential customers are looking for various keywords in your area) and the general implementation of optimization (writing and posting new relevant content tailored to your key requests).
Moreover, Google and other search engines regularly update and adjust their algorithms, or even introduce new and completely unexpected factors for page ranking. And when changing the algorithms, sites also need adjustments for new realities, otherwise the loss will be inevitable.
SEM often uses the pay-per-click (PPC) model, in which advertisers are charged only when they click on the page and go to the desired page. SEM includes paid advertisements such as Adwords, Bing Ads, Yahoo and any other online advertising services. Search engine marketing involves creating advertising campaigns with a specific budget and return on investment. This is an instant way to make the site appear on the first page of SERP – it will simply appear as advertisements at the top or side of the search results, and the user will not pass by.
Search Marketing Benefits
Most business projects receive huge benefits from search marketing (even in abbreviated form) due to the launch of contextual advertising and optimization of the site. Search engine optimization will bring effect in a few months. And you can develop and implement contextual advertising in just a week. This will increase the flow of potential customers and sales will increase in the first week. Provided that the sales department will not sleep at the workplace but will contribute to the maximum number of transactions.
The important thing is to know that SEO and listing ads are just one means of web marketing. Based on the high-level concept of SEM, make a strategy on how to effectively use SEO and listing ads.
In recent years, it seems that the number of users who leave the page without jumping to the displayed link destination even if a search is performed due to the influence of the answer box and knowledge graph prepared by the search engine. In the future, it will be more important to create high-quality content and select keywords to deliver the content to users in order to direct users to their own content. SEM has a higher probability of acquiring prospects and closing rates called CV than other advertising methods. Although it depends on the strategy selected in SEM, it is highly likely that users have already searched with the intention of “want”or“want to buy” because it is a marketing method targeting search results.