What’s SEO and SEM?
SEO and SEM are terms that are thrown around all the time in the new age of marketing. But, what are they? What do they mean? What’s the difference? And most importantly, how does it affect your organization?
Search Engine Optimization
SEO is a broad array of different things coming together with the goal of improving a website’s “organic” presence for relevant search queries in search engines such as Google. The thing about SEO is that there is (or should be) a different approach for every business in every field. There is not a “one size fits all” for SEO. For example, a contract manufacturer and a coffee shop in Cincinnati, OH have very different target audiences and very different competition. It simply does not make sense for both companies to do the same thing and expect the same results. Strategic keyphrase use within your website, user experience, mobile-friendliness, and multiple forms of content are a few factors that impact your SEO. Most importantly, are you answering the questions that the people you’re trying to reach are asking?
Search Engine Marketing
SEM is very different from organic SEO. SEM is commonly referred to as “Pay-Per-Click” or “PPC,” which we are all familiar with. I’m confident in saying that we have all searched for something on Google and spotted the “AD” (refer to image) on the top of the search results. That is SEM. If done correctly, this is a great tool for driving traffic to your website without having to make major changes. Another added benefit of SEM is the ability to target a specific audience based on their location. An effective SEM program involves performing keyword research (much like SEO) and making sure that your ads are placed where they will reach your intended audience.
Why do organizations do digital marketing? To generate revenue. SEO and SEM are both two aspects of digital marketing that work well as individual programs, but combined can help your website drive in high quality traffic, turning into leads, and eventually turning into customers. The WebEchoes approach helps us to understand your B2B target audience, the questions that they are asking, what they care about, and so much more that allows us to deliver a completely custom approach to your SEO program, SEM program, or both.