Search engine marketing (SEM) is often misunderstood—especially when compared to search engine optimization (SEO). Perhaps the most common question is, “What is the difference between SEM vs. SEO?” Well, there are differences and there are common bonds between the two. Let’s look at some of the common search engine marketing questions and answers in detail…
What is SEM and how is it different than SEO?
SEM, search engine marketing, is the practice of using several different methods of reaching potential website visitors via the search engines. It almost always uses SEO, which is the practice of optimizing a website to rank automatically and organically for free in the main body of search engine rankings. That’s the common bond between SEM and SEO, but it’s when SEM begins to build and expand on this base that things really start to get interesting.
SEM can also use Pay-Per-Click (PPC) advertising to bring in laser-targeted visitors—the type of visitors that can be hand-picked and completely ready to convert. And then there are other less common internet marketing strategies, like social media optimization, that can be worked into a comprehensive SEM plan. The bottom line is that by putting all of the most effective ways of using search engines to reach visitors together, SEM is a much more comprehensive, balanced approach when compared to just SEO alone.
Doesn’t this all make SEM more expensive than SEO?
You would think that the extra value added by SEM would make it much more expensive. But really, this is kind of a myth. Here’s the deal—with SEM, you’re already getting SEO, so that’s kind of like a built in cost. This leaves the added “expense” of the long-tail Pay-Per-Click component.
The thing is, when done correctly by knowledgeable experts, PPC should more than pay for itself. Because only the PPC ads that convert into high return on investment sales or leads are kept in the mix after extensive monitoring and testing, it’s really not an extra expense…it’s a way of generating profitable revenue.
What about the management component of SEM?
For an overall online search advertising campaign that’s really going to work with maximum effectiveness and profitability, it is important to use good SEM management professionals like San Francisco Bay Area WSpider. Here at WSpider, our search pros are experts at developing online search engine marketing strategies that effectively embrace SEO and PPC. Find out more by giving us an obligation-free call today!
