What is SEO and SEM in Digital Marketing

Posted by Md Khann on December 19th, 2020

DIGITAL MARKETING

Are you thinking of studying Digital Marketing? In case the answer is yes, you are in luck since in Tokyo we offer you one of the most complete and updated training programs in the sector with our master in Digital Marketing. Today we are going to delve into two basic points that every expert in digital marketing must know and handle perfectly: SEO and SEM. We will tell you everything below!

The twins of digital marketing: SEO & SEM

SEO and SEM are two concepts that must be known to achieve positioning on the Internet, especially in Mr. Google. If we want our brand to have notoriety and a good position in search engines, we have to work SEO and SEM in a complementary way.

SEO

SEO is the abbreviation for "Search Engine Optimization" and consists of improving the visibility of a website so that it appears better positioned in the organic results of search engines. SEO is also known as search engine optimization, natural positioning, or SEO.

The objective is to appear in the highest possible positions in the results of organic searches for one or more specific words that have been previously selected and are relevant to our website. This will increase visitor traffic.

Traditionally, people who were dedicated to SEO had a technical profile (programmers, web designers, etc.) but with the new trends in SEO, it is increasingly important to have knowledge about digital marketing and communication.

It is very important to understand that SEO is a medium or long-term job, the results sometimes take months to achieve. The number of keywords to the position is limited and depends a lot on the number of pages that the web is made up of. Therefore, the initial selection of keywords is very important.

SEO Services Canada We will do a Website Analysis, SEO Audit, SEO Action Plan before doing any SEO on your business website.

SEO positioning actions

SEO On-page

It encompasses all those actions that we carry out within our own website to optimize it for search engines. For example, having friendly URLs, reducing the loading time, providing original and relevant content, providing the user with security, and a good browsing experience, among others.

SEO Off-page

It includes all those optimization actions that serve to increase the popularity of our website. This is mainly achieved by making other sites link to us (each site that links us is giving us a vote of confidence, and also depending on the popularity of the site that links us, this link has more or less value).

SEM

The SEM represents the initials of Search Engine Marketing, or can also be called search engine marketing. Normally the SEM is used to designate paid search engine advertising campaigns and encompasses all those marketing actions that take place within a search engine, whether or not they are paid.

We call SEM the set of tools, techniques, and strategies that help us optimize the visibility of sites and web pages through search engines.

Actually, Search Engine Marketing or SEM encompasses both SEO techniques and search engine advertising. Although it is true that SEM is used to refer exclusively to search engine advertising, that is, to paid results.

A combined strategy will help you achieve your goals. With the SEM in the short term and with the SEO in the medium-long term. In addition, with an intelligent study of keywords, you can impact the 2 strategies at the same time.

 What is the main difference between SEO and SEM?

The main difference between SEO and SEM is that with an SEO strategy we do not have to assume a direct cost for each visit, as we do with the SEM strategy. However, this does not mean that SEO is always cheaper to carry out or that it does not involve any cost.

The combination of both, SEO and SEM, is especially attractive in order to obtain better results in the short, medium, and long term.

 MAIN DIFFERENCES BETWEEN SEO AND SEM

Number of keywords

SEO: a limited number of keywords.

SEM: unlimited number of keywords.

Cost

SEO: we pay for the optimization work (professional in payroll, external, or SEO agency).

SEM: paid for visits and campaign management (payroll professional, external or SEM agency).

Weather

SEO: results are obtained, above all, in the medium / long term.

SEM: the results are obtained almost immediately, and can be prolonged as long as we want in time.

The flexibility of the strategy to changes

SEO: it is not very flexible to changes.

SEM: it is very flexible to changes.

CTR

SEO: various studies show that CTR (click rate) below the 5th position is less than 5%, which greatly affects the optimization work. In fact, going out on the second page is practically like not being there, since only 1% of users pass the first page. And going out first usually generates click rates close to 30%.

SEM: in the case of advertising systems such as AdWords, very high CTRs can be obtained in the first 4 results, which are those that come out in the TOP area, being able to reach figures higher than 10% and up to 30% in the case to be in the first position.

Content

SEO: originality, length, quality, and relevance must be sought.

SEM: above all, relevance should be sought, in addition to giving it a more commercial focus, focusing more on conversion.

Visibility

SEO: there is no guarantee to appear in the first results.

SEM: from the moment the campaign starts it is possible to appear in the first results.

Changes in rankings

SEO: there are no big fluctuations in terms of the position it occupies in the results ranking.

SEM: a dance of positions can be constant.

Measurement

SEO: increasingly difficult to measure.

SEM: easy to monitor.

Despite the differences that exist between SEO and SEM, if you combine them wisely, you can take advantage of their mutual potential to achieve better results in both strategies and take them to the top in the digital marketing plan of your company.

With our Master in Digital Marketing, you will become one of the most demanded profiles in the market. Not only will you be an expert in SEO & SEM, but the training program we offer you is one of the most cutting-edge and up-to-date in the sector.