Investing in SEO vs Investing in SEM: Which is Better?
In digital
marketing, gaining web traffic is the main objective when investing in the
optimization for SEO web positioning in search engines such as Google, or when
launching an advertising campaign in SEM search engines based on the PPC
campaigns (Pay Per Click) such as Google Ads. Although both paths lead to
gaining visibility of the company in web search engines and take you to the
same destination, the scenario to choose between SEO and SEM is different since
both SEO and SEM are completely different paths to achieve the same.
Some
ingredients are needed to make your investment in an advertising campaign with
Google Ads (SEM) that can give you the expected results, but this requires
professional experience and techniques. As for SEO, when done with passion and
following the rules that the search engines dictate, it can become more
economical and effective than the SEM, but it requires much more time and
effort. So how to solve this dilemma?
At GSS Webtech
IT Solutions, we employ both SEO and SEM techniques to obtain the desired
results for our clients. However, as an IT company offering full-fledged IT
solutions, we must keep you informed about the optimum strategy that works the
best for you. So, SEO or SEM? How to make the best choice? This post will help
you understand when to invest in SEO or SEM according to the circumstances of
your marketing strategy.
Before we
delve deep into discussing which Digital Marketing strategy suits your company
better, let us understand what SEO and SEM mean.
Search Engine Optimisation:
Search
Engine Optimisation or SEO is the process of getting traffic to your website by
optimizing your webpages to such an extent that it pops up on the search engine
results which in turn diverts the web traffic to your page. This kind of web
traffic is also called as ‘organic traffic’ or ‘natural traffic’.
Climbing
the Search Engine Position
The way to
optimize a website for its good positioning in web search engines, mainly
Google, has been changing in recent years. Fortunately, the rules of the game
are clearer than ever and, if we follow the parameters of Google and other
search engines, good results are achieved. However, you also have to evaluate
the cons when it is urgent to generate organic traffic. Of course, investing in
SEO ensures you improve your organic traffic, the one that is not free, but the
million-dollar question here is whether this is achieved in the short, medium
or long term, and how long the company can afford to wait until receiving those
potential customers on your website.
SEO
ensures you improve your organic traffic but, before investing in it, you must
define your goals and evaluate how much time it takes and if you can wait until
you get results. Depending on the plans you have for your business, your
objectives and the time available, investing in the SEO optimization of your
website could be very useful when it comes to gaining visibility in web search
engines such as Google and traffic to your website, at a cost very economical,
compared to the costs of advertising in web search engines, such as Google Ads.
But, if you can't afford to wait to get the benefits of the SEO campaign, which
can sometimes be up to 12 months, maybe contemplating investing in an intense
and fierce advertising campaign with Google Ads will help you gain visibility
in a short period.
Search Engine Marketing:
Search
Engine Marketing or SEM is a form of digital marketing that involves promoting
your website on search engine result pages by shelling out money. When search
engines promote a website, it gets a major visibility boost when compared to
organic traffic routing and is often a part of paid advertising campaigns. The
traffic so obtained is referred to as ‘inorganic traffic’.
Sponsored
Listings in SERPs
The
practice of marketing a business online using paid advertisements on search
engines like Google or Bing is nothing but Search Engine Marketing. Businesses
who want to advertise on search engines start bidding on keywords. Keywords are
a set of words that internet users enter in search engines when
searching/looking for a product or service. Purchasing such frequently typed
keywords takes place through a bidding process, after which, businesses
advertise their products/services using those keywords. In doing so, their
advertisements alongside the results for those search queries. Although an
ingenious way to cut short the organic climb, it burns a hole in the pocket.
Advertisement
campaigns, also known as pay-per-click ads, come in various sizes and shapes.
They can be just text-based advertisements that easily convey vital information
or even visual-based advertisements like product listing ads that allow
customers to see important information at a glance.
The
biggest advantage of SEM is the opportunity it offers the advertisers to
display their ads to customers who are motivated to buy a product, especially
at the precise moment when they are ready to make a purchase. This facility to
influence the decision of a motivated customer at the last moment is extremely
powerful and effective. As no other medium provides such an opportunity, SEM
plays a very important role in developing businesses.
https://www.gsswebtech.com
Bottom line: SEO or SEM?
Regardless
of the size of your business, you have to agree to the fact that your business,
or any business for that matter, has a unique audience. When it comes to
reaching the audience, both SEM and SEO contribute equally to that cause.
However, the results are entirely dependent on the marketing and business goals
of the business.
For
businesses that are not at the liberty of investing money in PPC advertising,
SEO makes complete sense. And for other businesses who have no dearth for
monetary resources but are running short of time, SEM is a lucrative and
beneficial option with PPC campaigns.
No matter
what field your business is in, it is very imperative that you plan, analyze
and set the goals for your business that can bring about an improvement in your
business objectives. By leveraging the right method of online marketing
strategy, your business can reach new heights of success.
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