Today, effective marketing for a business is not complete without digital marketing. And digital marketing is not complete without Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
SEO and SEM are important tools that can determine your site’s quality and quantity of traffic. Moreover, using SEM and SEO strategies together will impact your business positively by increasing your brand awareness. They will also help to improve your conversion rate.
But how can you use these strategies for effective marketing? This article will answer this question and more.
What Are SEO and SEM, and How Do They Work?
SEO is a practice that involves structuring your website’s pages so that they can rank better on search engines. It is all about structuring your website’s pages to rank higher when a user searches the internet.
The search engines decide what pages are displayed first, second, third, etc., by looking through sites that provide unique information or helpful resources. SEO makes it easier for search engines to go through your site and make your pages easy for users to discover.
The goal is to ensure the user gets exactly what they want and enhances their experience. By using SEO strategies, you can provide specific information or helpful resources that searchers are looking for.
To use SEO to improve your website’s visibility and ranking, you can employ both on and off-page elements. Off-page SEO strategies include backlinking and guest blogging.
On-page SEO strategies include optimizing image alt text and using keywords and title tags. It also involves creating data-driven, fresh, unique, and useful content for your users.
SEM, on the other hand, is a paid marketing tactic used to promote a website. With SEM, you can drive traffic to your website through pay-per-click advertising (PPC). You can also increase the ranking of your web pages in the search engine results pages (SERPs).
SEM uses comprehensive keyword research. So, when a user types in a word or phrase that matches your business’s solution, your paid ad appears.
You can use different ad formats under SEM, including search, shopping, display, and video ads. An advantage of SEM is that you can easily test and refine your marketing campaigns and strategies if you’re not getting the desired results.
Both SEO and SEM work to improve your website’s visibility. However, the major difference is that while SEO visibility is earned, SEM visibility is paid for.
SEM relies on comprehensive keyword research, which is the foundation for it. Thus, the ad appears when the potential customer types in a word or phrase which matches the solution your business offers.
Because SEM uses paid advertisements, most times, the results are immediate. However, SEO strategies are organic and yield results over time.
How to Use SEO and SEM Strategies for Effective Marketing
To achieve effective marketing, you can combine both SEO and SEM tactics. This is a sure way to improve your internet visibility, transform your business and generate more revenue.
Here are some ways that you can combine SEO & SEM to get effective marketing Returns on Investment (ROI):
#1. Conduct keyword research
The first step in combining SEO and SEM strategies is keyword research.
Finding the keywords for the pages you want to rank is vital to SEO. Once you have identified your most valuable keywords, you can then incorporate those terms into your website content.
#2. Use your keyword research to get performance insights
One of the advantages of conducting keyword research is that you’ll be able to find the areas where you’re underperforming.
Your findings will help you to understand your target audience. As such, you can incorporate your findings into your paid ad campaigns. This will help you to decrease unnecessary ad expenditure.
#3. Put SEO best practices into your SEM ads campaigns and vice versa
You can combine your SEO and SEM strategies by incorporating SEO best practices into your SEM strategies. For instance, don’t use highly competitive keywords when creating paid campaigns.
You can use words that are related to the keywords but do not have the same level of competition.
Also, you can use SEM data to find which keywords or queries drive traffic to the website. Once you get those, you can then create content around that information.
#4. Review your results constantly
When you combine your SEO and SEM strategies, you must review your results and see how much you have achieved.
The main goal for using SEO and SEM together is for your site to land the top organic SERPs. So, when you get data about your results from your SEO and SEM strategies, you can then retarget.
You can target your SEM campaigns at the visitors from your SEO tactics. This will help to ensure that your business is in their minds constantly. This increases the chances of an eventual conversion.
SEO is a valuable strategy for increasing your site ranking over time. But sometimes, you may find it difficult to rank for certain keywords. And that’s where SEM comes in.
Even though SEM is a short-term solution to drive traffic to your site, it can drive immediate conversions.
Using SEO and SEM Strategies together is an ideal way to increase traffic to your site. While using SEO as a long-term strategy, you can employ a good SEM strategy to help you create immediate visibility. Together, your combined strategies should work well to produce your desired results.