Many clients who consult us at the start of their digital marketing journey start looking perplexed as soon as we get into the nitty-gritty of utilising SEO and SEM in their marketing strategy. Can’t say we really blame them. Numerous clients in the past have consulted professionals who tend to throw around marketing jargon and acronyms when they themselves are unsure of what they all really mean or how it pertains to each individual’s company. As such, we have decided to break down SEO and SEM for you.
SEO (Search Engine Optimisation) is solely referring to organic search results.
Essentially, this means gaining traffic to your website from free search results on search engines such as Google and Bing.
In order to gain a lot of traffic to your website via an SEO approach, you would need to consistently create valuable, high quality content (e.g. blog articles and web page copy) that your target audience will find useful. In addition, you would need to ensure that your audience can gain access to your content from multiple social accounts (e.g. Instagram and Twitter) and that all your socials are linked together. Over time, this results in increased ‘organic’ traffic to your website, subsequently placing you further up the Google search results list.
SEM (Search Engine Marketing) refers exclusively to paid search results.
It involves choosing the right keywords to invest advertising dollars in to ensure your website is at the top of the search engine’s results list.
SEM relies on creating quick, clear advertisements and bidding on keywords that your target audience will most likely enter into search engines. These advertisements are usually referred to as either a PPC (pay-per-click) or CPC (cost-per-click) ads, paid search ads and paid search advertising.
SEO vs. SEM… So Which is Better?
At Studio Matrix we don’t believe one is more important than the other. We believe that SEO should be viewed as a prerequisite to SEM. Without high quality and on-trend content, easy to navigate web pages and highly sought after benefits for your target audience, your SEM efforts will fall flat. This is due to the fact that low-quality web page content will mean that the keywords users search for are not relatable to your content, thus you end up 10 pages down the Google search results list. Yet, relying solely on SEO will not ensure your website will stay at the top or even have a chance to get there when your competitors are heavily investing in SEM.
No doubt it’s a balancing act, but one that Studio Matrix can handle!
By Nat Markovic