Businesses of all sizes knew the prominence of digital marketing, mainly through search engines. Nowadays, Prospective buyers are more likely to end up the website of their preferences through search engines rather than visiting it directly. There are number of techniques to drive traffic but the two essentials methods are search engine optimization (SEO) and search engine marketing (SEM). But still the question arises which technique can helps you to fascinate the prospective consumers. Each has its respective advantages, profits and strategy. In order to explore more first let’s have a look on how SEO or SEM is different, how they work and their benefits.
What Is Search Engine Optimization (SEO)?
Search Engine Optimization (SEO) is a technique of getting traffic to your website through organic search engine results. It is a name given to an activity that endeavors to develop search ranking. It consists of creating and publishing content, appropriate keywords, link building, developing site navigation’s etc.
The Benefit of SEO
SEO offer number of benefits such as:
1: Results are low cost: Organic listings are fundamentally free. When you are listed at the top, you don’t need to pay per click or allocate a budget for marketing.
2: Definite Increase in Traffic: The vital role of SEO is to get traffic to your website through organic search results. With the help of tools and analytics you can measure the traffic with end-to-end results.
3: Higher Brand Credibility: One of the hidden benefits of ranking in the top positions of search engine results page is brand awareness. It helps you to build the brand credibility.
4: Better Return on Investment: When you purchase 2000 visitors from a paid, 4% of those visitors might convert into sales. But when you get 2000 clicks from SEO, 8% of those visitors will convert into a sale, leading to a better return on investment.
There are many other benefits that help you to take your business to the next level. It makes you to stand out from the crowd.
What is Search Engine Marketing (SEM)?
SEM is the process of acquiring website traffic by buying ads on search engines. It is also known as PPC ads. Ads in successful SEM campaign will be shown to those customers precisely searching for your products or services, resulting in a higher conversion rate. It can be done with the Google adwords platform as well as Microsoft’s Bing Ads platform. Each time a buyers searches for a keyword or search phrase that companies have bid on, as ad that organization have prepared will be appear somewhere on the page either on the top or on the right side.
The Benefits of SEM
For any startups business, SEM helps you to appear on the top page of search results with a low cost and reasonable ROI. If competitions is extremely low than the chances to appear in the top few ads increases. Even for established businesses PPC advertising can be very helpful. It can add some reliability and ensure companies are receiving a steady flow of visitors.
One of the vital benefits of PPC advertising is that results are prompt. As soon as ads are clicked to go live, they can start driving qualified traffic to your website. If you want to enhance the number of leads and sales for your company, SEM is one of the best options. Overall PPC is a good investment for businesses because of its ease of use, low cost, high ROI and ability to assist companies that have not yet been exposed to organic search results.
SEO vs. SEM: Which technique offers you the best value?
There is always a debate between SEO vs. SEM and marketers still argue which one is the best technique that offers great output. The MOZ search teams are still trying to differentiate between organic and paid results but identified that the organic results are more reliable.
Even though PPC still hold a grip in conversion rates as paid search results offers prompt value than the organic results. It takes less time than SEO in offering desired results but it would not be a great deal to concentrate only with PPC.
Finally it is advisable to work with both simultaneously as both complements each other not oppose. They both have the same objective of developing business’s presence online and increase customers conversions. The difference is frequently in the scope of strategy and work.
When it comes to select the best tactics, it is imperative to measure company’s specific requirements, but be sure to fully research, understands the differences, and fulfills the company goals online. You cannot rely on only one for your business goals. You just won’t recognize what works best for your business without exploring and testing both the options.