This is a common question for business owners who are trying to improve their visibility in search. SEO and SEM are two different approaches to search optimization, and both have their own advantages and disadvantages. Let’s define them first.
What is SEO?
SEO is an acronym for Search Engine Optimization, and it is the process of making your website more visible in organic or non-paid search results. SEO makes up the larger picture. When you are doing SEO, you are trying to improve your site’s visibility in search results using white-hat techniques that follow search engines’ guidelines and best practices.
What is SEM?
SEM, or search engine marketing, is the subset of search marketing that consists of PPC (pay-per-click) advertisements to obtain exposure in Search Engine Results Pages (SERPs). A paid SEM campaign covers both the preparations and activities involved with placing advertisements, as well as establishing a budget for their display.
The most popular search provider for this technique is Google Ads (formerly Google Adwords). Keyword research and campaign creation are used in this strategy, with companies targeting the greatest keywords for their industry, products, or services. Users who search for those terms see personalized advertisements at the top or bottom of SERPs. The cost is incurred every time a user clicks on the ad. All keywords used in SEM campaigns have to be pre-selected and will be charged for every time they are used, regardless of whether someone clicks on the ad or not.
SEM goes one step further than organic SEO efforts because it pays to get your site in front of consumers while they are actively searching for relevant terms on Google or Bing. With SEM, you are not relying on the luck of organic search results to put your site in front of potential customers.
How do SEO and SEM overlap?
A big similarity between SEO and SEM is that they both involve optimizing your website to rank higher in search results. However, while SEO is more focused on organic results, SEM encompasses both organic and paid results.
How do SEO and SEM differ?
Another difference is that while you can get costs under control with SEO by limiting the number of keywords you use, SEM is an all-or-nothing approach that makes it easy for companies to go overboard with aggressive PPC strategies. The cost of SEM also changes depending on how competitive certain keywords are in a market.
SEO and SEM advantages and disadvantages
The advantages of SEO are that it is a long-term strategy that can improve your website’s visibility over time, and it doesn’t require any ongoing payments (unless you want to pay for additional services).
The disadvantages of SEO are that it takes time to see results, it can be difficult to rank high without the right strategies and techniques, and it requires ongoing maintenance. SEO takes longer because it relies on search engines to discover, index, and rank your site organically based on search engine algorithms that are constantly changing.
Also, sites may not be easily indexed or ranked due to a lack of optimization or insufficient authority. This means that even if their content is good, they might fall behind in search engine rankings if their site is not optimized. SEO can be expensive, especially for companies who need to hire consultants or experts to handle the work on their behalf.
The advantages of SEM are that you can see results almost immediately, you can target specific keywords and demographics, and you have more control over your budget.
SEM has its disadvantages too; because keywords are used in SEM campaigns, it is easy for companies to go overboard with aggressive PPC strategies resulting in high costs and higher consumer prices. Ongoing research is always necessary to maintain SEM campaigns as the market changes over time. It can be costly if you do not use it correctly, and there is always the risk of click fraud.
Which is better for you?
The answer to this question is really a matter of preference depending on your business’ specific needs and goals. If you are looking for a long-term strategy that will improve your visibility in organic search results and do not mind waiting for results, then SEO is the better option. But if you are looking for a quicker way to increase traffic to your website, then SEM may be a better choice.
Ultimately, it is important to weigh the pros and cons of both SEO and SEM before deciding which one is right for you. With the right combination of both techniques and ongoing optimization, you won’t need to wonder if SEO or SEM should come first: they will complement each other perfectly. For more information on how your business can benefit from either search engine optimization or paid advertising services, contact us today. We can help you develop a strategy that will improve your visibility in search and grow your business. and our team is here to answer any questions you may have about these options so that you can make an informed decision about what will work best for your company’s needs.