Understand the differences between SEO and SEM and how they come together to create a successful strategy – WAU

SEO and SEM are two arms of a Digital Marketing strategy and work with both organic traffic and internet ads. The two strands work together and have as main objective to attract more leads and generate conversions for the company.

Those who work with Digital Marketing have been hearing the acronym SEO for a long time, but recently, a “little sister” was added to the list of jargon in the area. We are talking about the acronym SEM, which is now also being explored. SEO and SEM are complementary strategies.

The first acronym stands for “Search Engine Optimization”. The second, “Search Engine Marketing”. If the difference between the two is still not very clear to you, this is the right place to clear your doubts.

Continue reading this article to understand how to structure your company’s Digital Marketing, based on these two tools!

What is the definition of SEO?

When we talk about SEO, we are referring to a set of techniques to optimize websites, blogs and pages. These techniques are applied to both the content and the structure of the website itself.

The goal is that these contents are more easily located by search engines like Google. Thereby, SEO improves the placement of that URL in searches and attracts more organic traffic to the site, generating leads that can be converted into customers.

Investment in SEO techniques is essential, as research shows that 90% of people click on only one link between the results of their search.

In addition, other user behavior studies have found that the top position on Google alone accounts for about a third of clicks on the search.

Let’s take an example: suppose you are working with the keyword “Content Marketing” in your strategy, and that this keyword has about 8,000 monthly searches. One third of that number, that is, approximately 2,666 clicks, will be the first placed on Google. The rest of the clicks will be split between the other results, with the first page having the overwhelming majority of total clicks.

What is the definition of SEM?

SEM can be described as any marketing strategy that is based on search engines. This strategy can be used to advertise businesses online or offline, and also to promote actions that happen virtually or physically.

Search Engine Marketing is divided into two parts. One of them is SEO, which aims to generate more organic traffic for a given domain. And the other is sponsored links.

We are talking about the ads that are displayed on Google and other platforms and social networks. These materials involve strategies such as keyword research and other techniques in common with SEO.

But they also involve the analysis of audience segmentation and strategies more aligned with the purchase of traditional advertising media.

How are SEO and SEM related?

If you made it this far, you should be starting to understand how SEO and SEM dialogue when it comes to designing a Digital Marketing plan for your company.

The two strategies are complementary and need to be developed in parallel in the company’s Marketing department. Actions that aim to optimize organic traffic reinforce the reach of sponsored links, and vice versa.

SEM, then, can be described as a kind of umbrella. Underneath it, SEO and other techniques are inserted that help the company to appear and be well positioned in the searches in the main search engines.

A Digital Marketing strategy will only be complete and well developed if there is investment in quality and efforts using both dimensions.

You may also be interested in these other content!
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SEO or PPC: when to use each of the digital strategies

How do I apply SEO and SEM to my strategy?

Some tips will make your Digital Marketing strategy more efficient and attract good results for your company. Check it out below.

Sponsored links

To develop a good sponsored link strategy, you will need to start with a good analysis of your product or brand. One of the great advantages of internet ads is the fact that they allow detailed segmentation of the audience.

So, you should know well for whom you want to speak. Ideally, think about your buyer persona when it comes to clipping your ad on Google AdWords or another ad platform. From there, you can develop an efficient communication for that audience.

Sponsored links allow you to run campaigns for a very low price. So, if you still don’t have a lot of security, start with campaigns involving a small investment and start doing tests on what brings the best results.

Main SEO techniques

SEO has two dimensions, called On Page and Off Page. Here’s what each one means.

SEO On Page

Here we are talking about all the techniques that you apply within your own website or your page. The production of quality content, a fast and optimized website for different platforms, the meta description of your post and the URL are some examples of these actions.

SEO Off Page

No Off Page are included all the techniques that have to do with the relationship of your site with the entire internet environment. These actions are performed outside the site. Here are some examples:

  • Link building: establishing a network of internal links between the pages of your site improves the ranking, since Google will read all the pages as a single thing, stronger than an isolated page;
  • Guest posts: in this strategy, you publish content on blogs and websites of other companies, in order to strengthen both domains;
  • Comarketing campaigns and actions: as with guest posts, the goal here is to strengthen both domains. In these actions, you can launch rich materials in partnership with the other brand or develop crossmedia actions.

The application of all these SEO techniques, combined with the consistency of your work, will ensure that your site gains positions in Google searches. Allies, SEO and SEM will bring expressive results to your brand.

Are you excited and want to understand even more about it? Find out about local SEO ranking! Read our article on this topic! See you in the next post!