SEO and SEM: What is the difference?

Tram Ho

SEO and SEM are two familiar concepts. SEM (Search Engine Marketing) is a term that includes SEO and PPC.

Search engines like Google have two types of search results: paid and unpaid.

Paid results show when companies pay Google for clicks.

Organic results are results that Google thinks are the best match for the query.

Natural results vs paid results Businesses can increase website traffic by appearing in organic and paid results using SEO and PPC.

In this article, I mention when and how to use SEO, PPC or both for a more comprehensive search engine marketing strategy (SEM).

But first, let me learn the basics.

What is SEO?

SEO (Search Engine Optimization) is the practice of optimizing content discovered through a search engine of results.

Google and other search engines consider hundreds of factors to determine which page is ranked for queries. No one knows what all these elements are, but the most important ones are divided into three groups:

On-page SEO (On-page SEO) On-page SEO is the practice of optimizing independent pages.

Examples of on-page SEO tactics include:

Content suitable for the purpose of searching Covering an in-depth topic Using short URLs and descriptions Write compelling title tags and meta descriptions Use descriptive alt tags for images (if appropriate) Write content Simple and easy to read Include keywords in important places Off-page SEO (off-page SEO) Off-page SEO is anything done outside of a website to improve your rankings.

Examples of off-page SEO tactics include:

Get backlinks from relevant and authoritative websites. Brand mentions Build quotes Optimize listings Google My Business Earn positive reviews * Technical SEO (technical SEO) SEO technical cover including making technical changes to help search engines crawl, index, and rank content more effectively.

Examples of technical optimization include:

Improve page speed Use standard tags to prevent duplicate content Use hreflang tags for multilingual content Optimizing robot.txt for effective crawling “Noindexing” What is poor quality PPC content? PPC (Pay Per Click) is a form of advertising where businesses pay for website clicks from popular platforms like search engines.

For example, if you click on this ad, the SIM seller will lose advertising money to Google

What is SEM?

SEM (Search Engine Marketing) is a term that includes SEO and PPC. This is marketing work on search engines like Google

Should you use SEO, PPC, or both? Knowing what we know now about search engine marketing, it’s easy to come to the conclusion that SEO is a great path because natural traffic is free.

But everything has two sides

Sometimes SEO works best; Other times PPC is the better option. And sometimes, using both SEO and PPC marketing strategies at the same time is great.

Here are four ways to use SEO, PPC or both to display and search engine maximum traffic.

Run ads for keywords that are too competitive Use PPC and SEO for keywords with lots of ads Use SEO for information keywords Use SEO and PPC to monopolize search results

  1. Running ads for keywords that are too competitive It can take years to rank for some keywords.

For example, if you have a new website and want to rank for real estate vimhome, then your chances of ranking in the short to medium term are very slim.

But this does not mean that you should abandon SEO and just run ads.

Because SEO for competitive search will probably last a long time.

a) You can generate instant revenue Paid traffic is instant. It can be turned on or off with a button.

Send that traffic to a relevant page that’s optimized for conversions (like a landingpage) and you can sell in minutes.

You should remember that revenue is different from profit.

If you sell a product for 100 thousand, pay 10 thousand per click and convert at 20%, you will turn every 1 million advertising dollars into 2 million sales.

Product price CPC clicks (1 click price) CR (Conversion rate) Advertising money Revenue 100 100 10 20% 1000 2000 Unit: thousand dong

But if your product cost is 60 thousand you will lose money.

Product price CPC clicks (1 click price) CR (Conversion rate) Advertising money Revenue Costs Profit 100 100 10 20% 1000 2000 1200 -200 There are two ways to fix this without increasing price of your product:

Increase your conversion rates Reduce cost-per-click (CPC) To achieve both of these can take several months, so be prepared to lose money while you tailor your campaigns and websites. friend.

b) You can test and optimize for conversions Most ad platforms have conversion tracking. They know that if publishers see a positive return on their advertising spend, they will continue to spend.

Use this as an opportunity to gain a better understanding of the average cost per conversion and run controlled experiments to improve your conversion rate. When you start making profit from your advertising, expand to other platforms (e.g. Bing ads).

c) You may receive valuable keyword data Search terms on Google reports in Google Ads that display conversion data for the keywords you are bidding on.

3 google seo and sem ad conversion rates Keyword Research Use this to find high converting keywords to target with SEO.

2. Use PPC and SEO for keywords with lots of ads

Profitable keywords tend to attract more advertisers.

Just look at the results for the keyword sim buy

Google displays four paid ads at the top and that leads to fewer clicks on organic results when they are pushed down the page.

How many fewer clicks?

For that keyword, nearly 40% went to paid results.

PPC is a great way to get traffic from this keyword, but what about SEO?

The bottom line: Invest in both SEO and PPC to get maximum traffic from ads heavy keywords.

3. Use SEO for informational keywords

Most Google searches are informative.

That means people are looking, not buying.

4. Use SEO and PPC to monopolize search results

It is not just ads that push organic search results.

Google now displays SERP features such as featured snippets, People People box also asks Ask and video carousel for some queries.

Conclusion Search Engine Marketing (SEM) is not an unending match between SEO and PPC. You should know when and where to use each tactic to achieve the desired results.

Sometimes SEO is the answer, sometimes PPC, and sometimes both. Choose SEO or PPC or both depending on your situation

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Source : Viblo