SEO, or Search Engine Optimization, and SEM, or Search Engine Marketing, are two different terms in the digital marketing world but have a few similarities that can aid in the success of your business. This article will take an in-depth look at each term and how they can be used in conjunction with one another to create highly successful campaigns that bring out the best in your business.

Search Engine Optimization
Search Engine Optimization, or SEO, is a content game. It’s the process of making backend changes to your website to make it more noticeable on search engines. These changes or optimizations include keyword identification, internal link creation, and meta description text. Implementing these changes can lead to your site appearing higher up within the search engine results, leading to more clicks and interest in your site. Appearing higher is the ultimate goal of any SEO campaign, as customers are not always willing to endlessly scroll to find your business. Higher placements lead to more engagements, which can mean more money for your business.

Search Engine Marketing
Search Engine Marketing, or SEM, is similar to SEO in that it improves your page’s listing within search engines, but does so in a different manner. As the name would entail, SEM is a paid-for version of marketing in which a business is paying or “bidding” on certain search terms to get their business at a higher spot. For example, a local plumber might use SEM to have his business appear higher using the search term “local plumber near me” to attract more clients. Depending on the size of the bid, your business can appear higher or lower on the page. Ideally, your site will be at the very top of the first page since that is where most customers will be.

SEO + SEM = SUCCESS
Now that we have established the differences between SEO and SEM, let’s focus on some of the best ways to combine the two in order to meet your business’s goals.

Since SEO is mostly internal changes and SEM is mainly external facing, combining the two into one cohesive structure is a great way to boost your overall web presence. Simply synching up the chosen keywords, or referring to products with similar language helps search engines understand what you have to offer, where you’re located, etc. In turn, you’ll likely move up on the first page in no time.

Other options to increase cohesion include choosing similar focuses and themes. If you focus your website on how fast your service is, but then focus your SEM on the efficiency of your product, you won’t be utilizing the full power of Google for your business. Consistency is key!

Lastly, our final piece of advice for managing SEO and SEM for your business is to simply plan ahead. Coordinating your SEO and SEM campaigns may seem like a daunting task, but attacking with a unified marketing campaign is a route we always recommend.

For more information about how to set up SEO and SEM campaigns or to talk to one of our expert staff, contact us or call (605) 355-9248!