SEO helps you navigate the stormy sea that is the Internet market place and find a safe harbour at Google’s privileged docks.
Search Engine Optimization or SEO is the basic building block of your digital marketing platform. SEO connects your eCommerce site to Google by bringing your content front and center — to the forefront of search results.
SEO is the organic way of increasing traffic to your site by raising its search rankings and creating openings that can be converted into sales.
SEO incorporates increasing the search engine weightage of your eCommerce website by adding keywords and search-friendly content. Optimized content and keywords illuminate your business and make it stand out like a beacon.
Search engine marketing (SEM) is the promotion of eCommerce websites by using pay per click (PPC) or advertisements. Clients pay Google to place their products and content on top of the search results page.
The aim is to be seen by the customer directly on accessing the page. This opens the door to an opportunity for a click through to the advertiser’s site but in any event, reminds users of the site’s availability.
Search engine marketing is an assured route to getting your business to the top of the search engine results page.
SEM comprises paid search which is pay per click and sponsored content.
Paid search gets placed beside or just below sponsored content. It is above featured snippets and gets pride of place above organic results. The whole paid concept including ADs and sponsored content are part of Google’s main revenue system called Google Ads.
Sponsored content is always near the top or on top of the page. This content features images of generic products that are linked to a specific search.
The comparison between SEO and SEM is inevitable. What is most evident is that SEO takes time to gain traction with customers and clients. Developing and deploying optimised content is also a time-consuming process.
SEM has an almost instantaneous impact. If the underlying SEO package is good then SEM stands a good chance with both paid search and organic search. Paid ADs and content have a very simple, uncomplicated format that lends itself to rapid deployment.
Another significant difference is the cost structure.
SEO involves hiring expensive specialists who have experience in developing such projects. This can be time-consuming also adding to cost. But the cost here is generally limited to development. The greatest outlay is at the outset.
SEM is a recurring cost. With expenses calculated as pay per click. The more hits you get, the more expensive the whole project becomes. Your clicks will get you returns but keeping pace with expenses may be a race against time.
SEO creates brand awareness which is the main function of digital marketing. This is the point of origin for your business on the Internet. Without brand awareness, the enterprise is going nowhere. Once you configure keywords and content you are set up to draw traffic.
SEO plonks your website within reach of the clients’ cursor by taking you to the top of customer searches. Consistently ranking at the top creates the awareness and credibility that a business requires to thrive.
Brand awareness creates buzz and chatter among customers leading additionally to word of mouth connect.
A business creates trust and authority with properly curated content that caters intuitively to customers’ needs. Detailed and researched content reassure the customer by addressing issues they may be confronting before a purchase.
Successful SEO allows the business to develop strategic plans to keep pace with the evolving landscape of digital enterprise.
SEO carries your project into the social realm to platforms where a great deal of business churn is taking place.
SEM is a full frontal assault on the market and is the preferred option in a digital marketing strategy. It allows you to simulate and test your campaign. It also provides real time feedback and cost analysis.
Both SEO and SEM have a role in digital marketing and are in fact complementary and inlaid into each other. Which you should adopt is a factor of cost, your goals, and how deep your pockets are.
Any campaign begins with SEO (which is a component of SEM). But SEO results take time.
SEM gets you immediate results. Paid Ads and sponsored content get you the traffic and clicks you need to kick start the business. But SEM is a financial drain if returns are insufficient.
The critical issue while making the choice of a digital marketing strategy when viewed through the prism of SEO and SEM is cost. Both incur cost. But SEM is a revenue expenditure which occurs daily
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