SEARCH ENGINE MARKETING (SEM) & SEARCH ENGINE OPTIMIZATION (SEO)
This is alternately known as one of the most effective paid strategies in boosting visibility in Search Engine Results Pages. Many may ask what is the difference between Search Engine Marketing (SEM) and Search Engine Optimization (SEO)? SEO mainly focuses on optimizing a website from organic search results, however SEM is to get traffic and visibility from both organic as well as paid.
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What is Search Engine Marketing (SEM) &
Search Engine Optimization (SEO)?
Search engine marketing (SEM) is a digital marketing strategy that involves paying for advertisements, in the form of text, images or motion graphics, to appear in search visibility in search engine results pages (SERPs). For example, brands invest in paid search ads (often labeled as “Ad” on platforms like Google or Bing) to increase visibility and drive targeted traffic to their websites. Therefore, search engine marketing is also alternately referred to as paid search or pay per click (PPC).
Search Engine Optimization (SEO) is the practice of improving a website’s content and performance to rank higher in search engine results pages (SERPs). Search Engine Optimization (SEO) is often called "organic traffic" or "organic optimization" as it focuses on attracting website visitors naturally, without bidding and paying for placement. By optimizing keywords and improving site speed, your website can naturally appear at the top of search engines, allowing it to be more visible on search engine results pages (SERPs), ultimately yielding more website traffic hence potential conversions.
The primary distinction between Search Engine Marketing (SEM) and Search Engine Optimization (SEO) lies in their approach to driving traffic and visibility. Search Engine Marketing (SEM) aims to generate traffic through both paid and organic search, offering immediate visibility (primarily through paid advertisements) though often at a higher cost. In contrast, Search Engine Optimization (SEO) focuses on optimizing a website to attract traffic organically over the long term. While Search Engine Optimization (SEO) typically takes longer to show results, it is generally considered a more sustainable and cost-effective strategy in the long run.
Paid Submission
Paid submission is the method of listing your company’s information to paid online directories into search engine index. These directories would have editors who will manually review the submissions. After the submissions are approved, they will list it permanently which will in return help to increase your brand’s online citation. This would affect your business’s visibility in search engines. Additionally, this method would assist your brand to improve your accuracy of data such that search engines can index about your business online.
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Why is
Search Engine Marketing Important.
Search engine marketing (SEM) essentially acts as a filter for the wealth of information available on the internet. With this filter, it allows your target audience to quickly locate your brand and increase your brand’s awareness, without the need to wade through numerous irrelevant web pages.
Moreover, it helps to generate qualified traffic to your website. The higher your brand ranks in search engines, the more likely your target audience will visit your website and prefer your offerings. With paid ads, it offers better Click-Through-Rate (CTR) and higher conversions than more passive forms of marketing. This is due to the fact that Paid-Per-Click (PPC) is more easily customized, it allows you to target specific keywords intended for your target audience.
01
Brand Awareness
Search Engine Marketing (SEM) not only helps to generate qualified traffic to your website but also expose your brand name in various segments such as ad’s headline, description, display URL, etc. All these help to increase your brand awareness especially when they often appear on the top of search engine results pages. As your product or service ranks higher in search engines, this would allow your target audience to visit your website and may even recommend your offerings to people around them. Overtime, this SEM would be a trusted advisor or provider for your business to increase brand awareness.
02
Quick & Easy Implementation
These advertisements are relatively easy to implement and manage. Google ads allow you to set up a schedule for each of your respective campaigns and you are given a choice to start or stop your ads at whatever time you want. While it may take some time to see the full impact of your campaign, it is rather flexible and configurable to set up its budget as well as the performance measures. Change can be done on an ad-hoc basis to tailor to your website content or behaviour of target audience. This would help to optimise your business’s ads and increase more traffic to your company in a short period of time.
03
Right Audience at the Right Time
Search Engine Marketing (SEM) is often used as a short-term strategy to reach specific audiences based on their search intentions. This brings fast visibility to your product or service as your ads appear only to your target audience who search using keywords closely related to your product or service. Compared to SEO, paid search ads bring quick results as they allow your business to target your audience instantly. This is especially so when the right keywords are chosen for which your ads will trigger and appear. By doing so, you are getting your ads to appear in front of your highly engaged target audience – all for a low cost and without having to impose on them.
04
Measurable Performance
Search Engine Marketing (SEM) gives businesses the opportunity to test their ads and allow for precise success tracking. SEM allows businesses to gather results from various campaigns to undertake in-depth campaign analysis to optimise your brand’s keyword mix to improve the campaign performance. Google ads allow you a comprehensive range of performance indexes to analyse your businesses’ performance. Regardless of your campaign goals, we are able to identify what your business needs to optimise for better performance in the future, especially when it comes to budgeting.
