Understanding SEO and SEM For Marketing Success
Many individuals new to web marketing have some questions about search engine optimization and search engine marketing. Are they one in the same? How are they different? SEO and SEM have many similarities but are not the same.
First, lets focus on how search engine optimization (SEO) and search marketing (SEM) are similar. Each of these online marketing techniques requires a basic and advanced understanding. SEO requires knowledge of search engine and how to effectively optimize a website or web page. SEM requires knowledge and understanding about online marketing, online advertising, and keyword marketing.
Both online marketing methods can be rather complex yet at the same time relatively simple. SEO can be boiled down to this. Where your site is ranked on major search engines is a direct result of your understanding and application of best practices in the area of SEO.
SEM success is based on an understanding of running online marketing campaigns across various advertising networks. The largest networks are Google, Yahoo! and MSN. Each works differently but at the same time, the general premise is the same. You place an online ad that displays when users type in specific keywords that you identify. If a browser clicks on your display ad, you pay a fee regardless of whether or not they convert into a customer.
Search engine optimization is different from search engine marketing in many ways. SEO is defined as the organic result that shows up in search engine results pages after a user generates a query. Techniques associated with SEO are broken down into on-page optimization and off page-optimization. These techniques have their own nuances but are independent of one another.
The result is that SEO drives organic traffic. That is to say that after users complete searches on major search engines like Google, the resulting list is based on search engines returning the best result determined by their unique algorithm. When users click on these results you do not pay. Organic search is usually referred to as free traffic.
Search engine marketing differs in that you pay when users take an action. Unlike traditional advertising you do not pay for your ad to display. You do however pay when a browser clicks on your ad. The amount you pay varies on the competitiveness of your keywords and the position in which you want your ad to display.
Anyone doing business online really needs to study and become and expert in both SEO and SEM. These two disciplines drive your online success and can either make or break a legitimate online business. Learn more by subscribing to a blog or reading information online. Each piece of information you add can have a significant impact on your results.
About the Author:
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