SEO and SEM are often used interchangeably but they are two completely different things. In order to help you understand the difference between the two and make the right choice, we will briefly go through the basics of both SEO and SEM.
SEO Basics
SEO or search engine optimisation is the process of increasing a website’s visibility by improving its search engine results pages (SERP) ranking. Different SEO experts use different strategies but a typical SEO campaign usually involves both on- and off-site optimisation: using the best web design practices, developing well-written and original content and link-building campaign, to mention only the main components.
By improving a website’s SERP ranking, SEO increases traffic to the website, while various on-site optimisation techniques also encourage visitors to return and leave backlinks on other websites with relevant content which further improves both the website’s traffic and SERP ranking. Unfortunately, SEO campaigns take time to achieve a noticeable improvement in SERP ranking but they bring lasting results if conducted professionally.
What is SEM
SEM refers to search engine marketing which sometimes also includes SEO. But it typically focuses almost exclusively on paid text advertisements such as pay-per-click ads which appear on the top or right side of SERP. Advertisements are purchased mainly from major search engines such as Google and Yahoo which, however, also display other paid advertisements in a particular ranking sequence. Yahoo for instance, gives the No. 1 position to the advertiser who pays the most. Google’s ads, on the other hand, are listed according to the number of clicks. Ads which receive more clicks are ranked higher and interestingly, charged less.
Besides purchasing pay-per-click ads from major search engines, SEM may also purchase advertisement spot on other websites, typically for a fixed monthly fee.
Which is Better, SEO or SEM?
Whether to choose SEO or SEM (or both) depends on your goals. If you’re looking for immediate results, SEM is probably a better choice. But you should keep in mind that SEM brings results only as long as you are paying for the ads. If your budget runs out, you’re pretty much at the beginning.
In comparison to SEM, SEO is considerably less expensive, while its effects last long after completion of the campaign. But as mentioned earlier, it takes some time for your website to get to the top for relevant keywords. It is important to mention, however, that there is no guarantee that your site will make it to No. 1 on Google or even to the 1st page of search results. But you can be sure to steadily climb the SERP ladder and reach more of your target audience after an SEO campaign.