SEO AND SEM: DO YOU KNOW WHAT THE DIFFERENCES ARE?
SEO and SEM are two acronyms that greatly influence the digital marketing strategy of thousands of companies – from issues such as the marketing budget to the process of website development .
To better understand the differences between the two acronyms, know when to use them and how they influence a digital marketing campaign more than you think, keep reading this article!
What are the concepts of SEO and SEM?
To understand the differences between SEO and SEM well and not be confused, we need to conceptualize these two acronyms and understand what they refer to.
The acronym SEO comes from the term Search Engine Optimization , which in Portuguese means Optimization for Search Engines. In general terms, SEO is a set of techniques (both in writing and programming and structuring of websites) that aims to optimize pages on the internet to be read in an improved way by search engines, such as Google, Bing or Yahoo !.
SEM stands for Search Engine Marketing , which stands for Marketing for Search Engines. SEM therefore encompasses all marketing techniques designed for search engines: within SEM, besides SEO itself, we also have sponsored link strategies.
What are the differences between SEO and SEM?
As you have seen, SEO is part of SEM, so talking about their differences or similarities is difficult.
Instead, the most important thing is to talk about the differences between SEO and paid links, as these make up SEM alongside SEO.
Thus, we can list some key differences:
SEO is focused on optimizing websites to get organic traffic from search engines. Sponsored links, in turn, are responsible for getting paid traffic in searches through Google Adwords, one of the main digital marketing tools available today.
SEO usually has a better ROI because it has a lower cost and results in a longer term (which dilutes costs and optimizes earnings). Paid links, however, have a slightly higher implementation cost, but their results are immediate.
When to use SEO and when to use paid links?
Now that we have contextualized well what is SEO and paid links and explain their differences, it is time to establish when to use these two tools within a digital marketing strategy. It is important to stress that, under ideal conditions, the two tools should be used together.
Because SEO is focused on organic search, it should be used primarily at the time of creating the company’s website (and in future updates), when its programming should be aimed at improving the user experience and meeting the requirements of search engines.
In addition, while posting content on the site, SEO will serve as a guide to developing content that dialogue with search engines. Its use, therefore, is long term and should be done with the aim of building a well structured page and able to attract a good flow of free organic traffic.
Already sponsored links will be used to gain paid traffic through programs like Google Adwords and immediate results strategies. Ideally, you should use these sponsored links to promote specific campaigns or specific content for certain locations or audiences.
A lot of information? We simplify for you:
- SEO is the optimization of websites to get organic traffic;
- SEM encompasses all marketing strategies for search engines, especially paid traffic;
- SEO presents long term results;
- Paid links present immediate results;
- SEO has a better ROI because of the low cost and long term reward;
- Sponsored links have a higher implementation cost.
Did you like our article on the differences between SEO and SEM? So take the time to go deeper into the subject and learn how to put SEO into practice by creating a perfect website for your company !