SEO stands for Search Engine Optimization. It is a digital marketing approach used by businesses to influence their ranking on search engines. On the other hand, SEM stands for Search Engine Marketing. The latter is also an approach that delivers the same objectives, make your business highly visible in search engine results pages, but there is a big difference between the two.
SEO and SEM both use keywords or a phrase known as long-tail keywords. SEO is considered an organic or free digital marketing effort. Of course, you still need to pay your SEO specialist for optimizing your page, but you don’t page the search engine itself to make your brand appear on the search rankings.
Now, in SEM, you pay the search engine to make your ad appear on the first page of the search results wherever an online user type in the set of keywords you specified. Google AdWords, Yahoo! Search Ads and Bing Ads are examples of SEM. For instance, if you search for “best bagels in New York” in a search engine, a brand’s page ad will pop up in the word of text-ads. Advertisers will then pay the search engine every time the customer clicks on the ad. This is known as pay-per-click ads.
What is good about SEM is that it provides brands with the rare opportunity to become present at the exact moment a would-be customer is ready to buy. Research has shown that 81% of consumers do an online search first before they buy. No other digital marketing approach provides the same opportunity.
The good thing is that both SEM and SEO can be used to improve your search rankings. Your SEM ad’s landing page is just as important as the ad copy and the keywords that you use. You don’t want to lose your customers with a nonresponsive website. You can hire SEO services in Ottawa to optimize your website and see what it can do for you.