Companies continue to try and find new ways to market their products and services in the pursuit of success. In the digital world we live in, it is more important than ever to exert an effort in being present online. When consumers look for product names or types online, they come across numerous websites from different companies, all related to the same type of product. However, the basic human tendency when doing research online is to only check sites that appear at the top of the search results. In order to maintain that high-ranking position, companies adopt methods known as SEO and SEM.

What do you mean by SEO?

SEO or Search Engine Optimization is the process of diverting traffic from organic, free, natural, or editorial search results on a search engine to your company website. In order to help a website rank higher in a search engine result, there are practices and tools used in SEO. If done properly, more traffic gets directed to the website which in turn helps the site owner get more business. It used to be as simple as adding keywords to your website, but SEO has evolved to something broader and more complex in terms of what is taken into consideration.

SEO can be a useful tool, but you must implement the correct strategy in order to maximize its impact. SEO does not simply mean getting as much traffic to your site as possible. On the contrary, it is about attracting traffic that makes sense to your brand; potential customers who are interested in the types of products and services you offer. Understanding your market is key to targeting them in your SEO. In addition, the emergence of mobile devices in recent years is not something that should be overlooked. If you want to be relevant, your website has to be compatible with mobile browsers. Not only is it more appealing for potential customers who visit your website on mobile devices, but this also improves your ranking in search engines.

What about SEM?

SEM or Search Engine Marketing is like SEO in that it helps rank your website higher in search engine results. However, SEO is a long-tailed solution meaning that driving traffic to your website is a long-term process with the relevance of your website to certain keywords being built over a period. This method takes time but translates to organic results. This means there is no need to pay the search engines in order to rank high. Its quicker, paid counterpart is SEM.

SEM uses services like Google Ads to ensure that your website appears on your targeted keyword searches. SEM also gives you the additional benefit of services that provide related keywords and analytics. Utilizing these tools and ads is a quicker, more reliable method to ranking high as compared to SEO, but the tradeoff is that it comes at a cost. Therefore, SEO and SEM are often used together to complement one another.

SEO and SEM Working Together

Let’s say you have a target keyword, but the traffic your website is still underwhelming even after running SEO for are year. By running a Pay-Per-Click ad with Google, you can immediately start driving to your site for your target keyword. Once you get more traffic, it will help your site rank higher in search engines overall. Though SEM can provide a boost in traffic in the short-term, this should not be a long-term solution. Customers who visit your site through an ad may not be long-time customers. Organic traffic, on the other hand, is evergreen. If you can provide value to customers sustainably and continuously, customers will come back to do business with you. It is important to remember to keep the content on the site fresh and updated so that users and search engines stay engaged. Mediablast Digital offers SEO, SEM, and content writing services that help ensure your site gets and maintains the traffic you want to achieve.