As many people search the internet on a regular basis, marketers turn to SEO and SEM strategies to increase their content's visibility on search engines.
Search engine optimization (SEO) and search engine marketing (SEM) techniques both offer organizations ways to increase sales, but they use different approaches. Over time, SEO strategies can help organizations boost their organic search ranking, whereas SEM strategies harness paid advertisements to quickly increase site traffic.
To ensure marketing teams focus on the right strategy for their business needs, they should understand key differences between SEO and SEM, such as the search results they target, the time they take to bear results and their short- and long-term costs.
What is SEO?
SEO is the process of improving a website to increase its organic -- or unpaid -- visibility on major search engines. Companies like Google and Bing use algorithms to ensure their search engines show relevant, high-quality search results for queries, so marketers use SEO strategies to ensure these algorithms favorably rank their content. The goal of SEO is to organically rank on the first page of a search engine results page (SERP) for a specific keyword or phrase.
SEM is the use of paid advertisements to increase search engine visibility. SERPs on Google and other search engines contain two types of content: organic results and paid advertisements. On Google, paid ads often appear at the top, side or bottom of a SERP. Organizations...
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