This article is for those asking the question: “What is the difference between SEO (Search Engine Optimization) and SEM (Search Engine Marketing)?”
There is an opinion that there are no significant differences between the two. However, if we examine the issue in more detail, we can draw a clear line between these concepts.
What is SEO?
The term “Search Engine Optimization” comes from English, where it is written as “Search Engine Optimization” and abbreviated to SEO. SEO refers to the full range of work required to improve the relevance of web pages and make the site fit the priorities of search engines.
In most cases, SEO combines efforts related to changing:
- site structure;
- content;
- technical characteristics of the resource.
Specialists analyze behavioral factors to identify marketing shortcomings of the site. SEO experts also check the site’s performance across different devices and browsers, making necessary adjustments. By adapting the website to the search engine’s requirements, they increase the number of links to the resource, optimize meta-data and content, check texts for uniqueness, and improve usability.
The main goal of SEO is to improve the site’s position on the search engine results page for a given user query. According to statistics, internet users most often click on the first few links on the first page of search results.
Advantages of SEO:
- The website attracts users who are genuinely interested in your services and products.
- Traffic depends on the effectiveness of the SEO specialist, not directly on the budget.
- SEO does not “turn off” even when the budget runs out.
Once SEO is set up, it’s important to note that ranking criteria for online resources are constantly changing, so search engine optimization needs to be an ongoing effort. Keep in mind that immediate results shouldn’t be expected. SEO is a long-term strategy, so turn to experienced specialists who can help push your website to the top.
Introducing SEM
The term “Search Engine Marketing” also comes from English, and its full form is Search Engine Marketing, abbreviated as SEM. Specialists distinguish SEM as a comprehensive internet marketing strategy for promoting an online project.
In other words, SEM is a set of measures aimed at increasing traffic from search engines.
Experts say that SEM can be simplified as SEO + contextual advertising. They argue that site promotion is a program of comprehensive actions, and SEO is an important component that works effectively in tandem with other promotional elements.
SEM also includes VSM — Video Search Marketing, which involves a series of thematic ads placed on video hosting platforms (such as youtube.com, video.mail.ru, rutube.ru, smotri.com, etc.).
If contextual advertising is poorly profitable or too expensive in your business niche, SEM may not be the best approach. However, if you want to sell a product as quickly as possible, consider only contextual advertising — SEA.
SEA — Advertising in Search Engines
The abbreviation SEA stands for Search Engine Advertising. Contextual ads will be shown only to users who are interested. The system “chooses” the target audience based on criteria provided by the specialist, such as region, keywords, age, etc.
This type of advertising is paid per click, meaning you pay each time a user clicks on the ad. Its cost depends on the time of year, your audience’s region, the time of day, competition within the niche, and other less important factors. SEA is a method that guarantees almost immediate results. However, while ad positions are fixed, you can modify the campaign at any time.
Features of SEA:
- Ads stop showing immediately once you stop paying.
- A significant budget is required.
- Bots may click on the links, but you still need to pay for those clicks.
Site Promotion Scheme
Specialists note that SEO promotion can be described schematically as:
Site Promotion = SEO + Contextual Advertising + SMO + Offline Advertising + Any Other Advertising.
SEO is the foundation, which is formed during the website creation stage and is oriented towards search engines. SEO is adjusted only if the search engine algorithms change. On the other hand, SEA is configured to increase traffic to the website. This method will be particularly effective for increasing sales during the “season.” Together, these two methods are SEM. What other techniques belong to the concept of “website promotion”? Let’s break it down together.
SMO is an abbreviation of the English phrase Social Media Optimization. Literally, it refers to the set of measures necessary to attract social media users to the website.
Specialists exaggerate by saying that improving a site can be for:
- search bots (this is SEO);
- people (this is SMO).
The main task of specialists is to create maximum user comfort for website visitors. This includes creating engaging content, offering easy ways to add articles to social bookmarking sites, making information publicly accessible through RSS feeds, and broadcasting to social media. Additionally, visitors are encouraged to leave comments, pings, and trackbacks.
SMO also involves using video and audio content and interlinking articles on the site, helping keep visitors engaged with more content and potentially encouraging them to visit commercial sections.
SMO is ideal for regularly updated websites, such as blogs that are updated weekly. An important rule for SMO is to present information in a conversational style rather than an encyclopedic one.
For SMO, it doesn’t matter what position the site holds in search results, since most of the traffic comes from social media. SMO is closely linked with another type of advertising promotion — SMM.
- SMM – “live” communication with potential clients
- SMM is social media marketing, which combines a set of measures to attract social media users to the website.
SMM is very similar to PR for your own website on social media. For example, you communicate with friends on social networks and provide them with a link to the website with convincing comments.
SMM is an inexpensive but very effective promotion method, as social media works like “word of mouth,” allowing you to quickly increase the number of clients. By talking about yourself on social networks, you can get immediate feedback and instantly see the audience’s reaction to your products and services.
However, this method has its drawbacks. People are not always interested in products on social media, and to attract an audience, you will have to constantly post new information and respond to subscribers’ comments. Moreover, you should not expect instant results from SMM.
Professionals state that SEO, SMO, and SMM are parts of SEM. Each method has both advantages and disadvantages. The choice of promotion tactics depends on the specifics of your business: set goals, target audience, business niche, and budget. Often, it makes sense to choose several options at once, such as SMM and SMO, or SEO and SMM.
Competition on the web is growing every day. If you’re afraid of making the wrong choice of strategy and wasting your budget, contact “Luxsite.” We will choose the optimal promotion method according to your goals and help you leave your competitors behind.