Why? Because it’s targeted. You’re making sure that you get clicks from a very specific customer base. That means that the people who find you are already interested in what you have to offer them, which means that if they click, there’s a higher chance that they’re going to convert.
We said earlier that SEM covers paid marketing, and SEO is all the little things you do on your website to encourage the search engine to rank you more highly. SEO Lincoln. The key distinction in SEO vs SEM, then, is organic traffic vs inorganic traffic. Which makes a lot of sense when you think about it, paid advertising isn’t considered organic traffic because it’s paid and targeted.
Which leads us to our next SEO vs SEM question: which is better for your business? Well, they both have benefits. The question is what your website has to offer, and whether you’re using SEO and SEM the right way for your business. First, let’s break down the pros and cons of both approaches.
There are a lot of benefits to SEO. The most obvious is brand awareness. Think of it this way. People won’t buy from you if they don’t know who you are. And while there is any number of ways to get your would-be customers to find out about you, nothing quite matches SEO.
Plus, think of how many times you scrolled right past the ads in the search results. It also helps make your brand stronger. That’s because if you’re smart about using your SEO to create quality content, the search engines (and your potential customers) will reward you for taking the time to be a resource.
However, don’t get overexcited and assume SEO is always on top of the SEO vs SEM question. The biggest drawback of SEO is that you’re rewarded for being an authority, and the more people who click means the higher you’ll rank. This is a great thing until you recall that it can take months to build this kind of authoritative base.
If you’re not on top of your SEO game (or have the time to stay on top of it) your SEO strategies could get outdated. Where does SEM win the SEO vs SEM throw down? The time to results ratio (Lincoln SEO). Because SEM is targeted marketing, you can start seeing results from your campaign far more quickly than your simultaneous SEO efforts.
Oh, and that thing about search engines updating their algorithms? Fun fact about SEM: it won’t get outdated if the algorithm gets tweaked because the same standard operating procedures apply. It’s also an easy thing to keep scaling up once you’ve hit the winning SEM formula because again, your rules aren’t getting rewritten every so often by a couple of computer guys in California.
Exactly. As a question of trust in SEO vs SEM, SEO usually wins. When it comes to pay-per-click advertising that tends to characterize SEM campaigns, these ad campaigns can be affordable until suddenly they’re not. In fact, SEM campaigns that take off can become prohibitively expensive. It’s also very easy, especially for e-commerce sites, to lean heavily on paid advertising.
Let’s talk about a few rookie potholes you’re probably going to hit while you untangle your SEO vs SEM plan. If you’re a new business, then the choice between SEO and SEM often feels…well, pretty stinking obvious. SEO can take months to see results, whereas SEM (done the right way) can reward you pretty quickly.
Which works great for a while, until you realize that your web traffic is built on fair weather friends, they’ll stick with you in the beginning until someone else has a better offer. Which is not the foundation of a solid online business. It’s also easy to try to repair the problem with slapdash SEO.
See, SEO is somewhat complicated. The truly smart SEO marketers have spent a lot of time and research to make sure they’ve done it right, and in just the right amount. Oh, and FYI, there’s such a thing as too much SEO. If you over-optimize, search engines will think you’re a robot and you’re spamming them.
They blackball you for spam. The smarter thing to do is to stop playing the SEO vs SEM game altogether. That doesn’t mean throwing in the towel, logging off the internet forevermore and going to raise sheep in Australia. The goal is to avoid leaning too heavily on one strategy or the other.