The world of digital marketing has been constantly on the expansion and the change in the Google algorithm has been constantly urging the demand for new approaches to reach the top rank of the search engine result pages. Generating organic traffic through the approaches of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) has been of prime importance irrespective of the business sector and the industry.
How is SEO different from SEM?
It is common for many who are not integrally linked to digital marketing to think that both the approaches are the same. Well, there might be some similarities but there are a few major differences that exist between the two. The SEO approach is totally an organic process that makes use of keywords to increase brand awareness among the users. The SEM, on the other hand, is a process of using paid advertising networks to display ads on the leading search engines to reach out to an even increased count of users spread across the globe. SEM requires running, managing and maintaining the ad campaigns with a close understanding of the target group of audience depending on the age, location, language, and other demographic features. While SEO is the best approach to increase and establish brand awareness with long term objectives, SEM helps to boost the SEO results over the short term and increase the conversion rates dramatically.
The pros and cons of both the approaches
Let us now take a look at the pros and cons of SEO and SEM. Since both the approaches are similar to some extents, they also have a few common pros and cons.
The common pros and cons
The common pros include:
The common cons include:
SEO pros and cons
The explicit benefits of using SEO approaches include:
The cons of SEO include:
SEM pros and cons
The pros of using SEM include:
The cons of SEM include:
But none can provide results exclusive to each other. The best profits are drawn when both the methods are used in alignment with each other.
SEO or SEM – Choosing the right approach
The right choice obviously depends on the objectives that you want to adopt the strategies for. Some of the factors include:
Whether you choose SEO or SEM campaign, you must conduct extensive market research to derive the best results. Make sure you learn more about both the approaches before running the campaigns.