Search engines have become popular and have been widely used in the last decade to get more information about a person, place or thing. Every new venture wants a digital presence and, on that front, needs a website. A website is what a prospective customer will first view via a search engine to know more about a company. Search engines help in driving traffic to your website which in turn helps with you getting more sales. You need to optimize the search engine to ensure your company comes up when looked for industry-specific keywords. This can be done through SEO and SEM.
Simply put SEO is the practice of increasing traffic to your website through organic search engine results while SEM is the process of increasing website traffic by putting up ads on search engines.
Most companies prefer using one method to the other weighing their individual pros and cons. But when both of these methods are used smartly, the results are mostly overwhelming! Following are the reasons why either SEO or SEM or maybe both could be the choicest way for your company’s marketing strategy.
The more your company’s website shows up in an organic search when using targeted keywords, the more awareness it creates in the minds of the consumers. By doing this, the company demands authority in its specific field gaining more traffic.
Most users skip the ads section when they browse info. They shift their gaze to organic searches, as they are more credible. The higher your company is in the SERP, the more people will talk about your brand. The more people talk to each other about your brand, the more trust it gets.
Unlike SEM where you are charged for every click, SEO is technically free as the traffic comes from organic searches. The only investment will be your time and effort in coming up with a strategy.
The traffic that you currently get for your website won’t disappear even if the basic funding stops, unlike SEM, as SEO is based on organic searches. Based on your previous works, you will still get traffic for your website.
There are two sides to every coin and SEO has its share of cons as well. SEO is not all technical and you need to venture into the creative side as well to get ahead and establish your business. For this, you will require a carefully planned out marketing and branding strategy that will involve you skilfully using industry-based keywords. If you’re new to the world of business, then you will have to take on existing giants in your field using the said keywords.
Unlike SEO, which only targets the specific keywords that are submitted, SEM can also target based on specific time, day, geography, device, language and also when the audiences are most available based on the previous history.
With SEO success can be witnessed only after months while with SEM, the results are almost instantaneous. Companies that are launching new products or services that need to be advertised to the public at the earliest can use this method. Since this process is quicker at getting results, one can experiment with what type of landing pages and call to actions can be used.
You can control how much you wish to spend on the ads per day. The ads are automatically brought down as soon as you’ve spent the set amount. SEM is the fastest and best way to get your business in the spotlight!
Though people prefer and click on organic ads, paid ads are the ones that come up first in a search engine. This means that to get to the organic ads, people will still give your ad a glance. With this being said, if the audience does not find what they are looking for, they will come back to the paid ads, as that will have more relevance and credibility.
To keep SEM up and running, you need a constant flow of cash. Once you stop the inflow of cash, everything you worked for disappears. Also to have a successful SEM you need to constantly tweak it and make it better and more relevant to the market. After all of this, if you still do not get the right leads, you have just spent a lot of dough without getting anywhere.
The right way to optimize your digital marketing strategy is to find out which method works best for your business and sometimes employ both SEO and SEM. This is because while one sustains you and prepares you for the long haul, one gets your business the attention and advertisement it needs at this very moment.
We at Tablo Noir, a branding and design agency in Chennai understand the importance of running the ideal digital marketing campaign for each business. Contact us today to curate a digital marketing strategy apt for your business