Month: April 2019

Choosing Between SEO and SEM

Choosing Between SEO and SEM

Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two digital methods that can be used to increase the visibility of a company. The latter is also popularly known as Pay Per Click (PPC). As the name suggests, you pay to make your product or service visible when you employ SEM. In fact, the main difference between SEO and SEM is that the former tries to get a site well ranked organically, meaning that with SEO you do not have to pay anybody to get good rankings. As a business owner, given the choice between the two which would you choose? Moreover, while it is possible to use either or both are you better off using only one or both?

Pros and Cons Of SEO

As stated above, a site that solely employs SEO aims to rise to the top of SERP organically. The fact that you do not pay for this is persuasive but remember that the process can be rather painstaking. If you made an online search for almost any product you’ll find millions of websites. That tells you that it will take plenty of work to get your site ranked on the first page of the search engine result page. This work might involve getting the services of a consultant or having a well-known copywriter craft the copy that could make your site rank well. For instance, there is a Spokane SEO company we have been talking to that explained this thoroughly the first phone call.

With SEO you’ll also have to constantly keep an eye on the activities of your competitors – you’ll want to find out why they are ranking better than or what you need to do to retain your ranking if you are ahead of them.

The results of an SEO campaign also take time and might disappoint those out for instant results. Even when you have an excellently built website that has awesome content, it might still take months for your site to get decent rankings.

Pros and Cons of SEM

SEM aims to accelerate the ranking of a site by making use of sponsored advertisements. This means that you could get your site a very good ranking in a very short time. Remember though, that you are paying for this ranking and sustaining such a campaign could prove very costly.

Another downside to the use of SEM is that what you are doing can be done by the competition – they too have the money to pay for sponsored ads. In a fiercely competitive industry where everybody decides to go this route the cost of SEM could ultimately prove prohibitive.

How about mixing the two?

Unlike what many people believe it is possible to run both SEO and SEM campaigns at the same time. This ensures that you get the best of both worlds. When you want to get visible as quickly as possible, you should consider initiating an SEM campaign while developing the infrastructure that will in the future help you rank well organically. For every company, the dream is to rank well organically as such ranking is much more sustainable. Remember also that the largest amount of web traffic is generated through SEO.

A successful SEO campaign requires the collection of huge amounts of data and you might take too much time getting this data. Since you can implement SEM immediately, you can very quickly get the data you wanted. Such a campaign will show you what people are searching for and will pinpoint the keywords you need to concentrate on. This aids greatly in the creation of content for your SEO campaign.

The ranking of most sites on the SERPs keep fluctuating and it is, therefore, possible that you were ranked on the first page three months ago but your site now is almost obscure. What could have happened? The easiest way to find out what could be going on is to launch an SEM campaign. Since this allows for almost instant ranking, you’ll be able to find out how people are conducting their searches. You might, therefore, discover that there’s a new set of keywords and keyword phrases that you need to develop content to make sure that you regain your previous or even better ranking.

When all is said and done, SEM and SEO should not be viewed as competing. In fact the two complement each other and the success of one does not mean the failure of the other. That is why you’ll find that even companies that are ranking well organically for certain keywords still do conduct SEM.

Digital Marketing Thoughts from a Milwaukee SEO Company

We recently sat down with Josh Parker of Badger SEO ( to discuss digital marketing, and how it can help business and website owners grow their business by harnessing some of the powerful marketing strategies that the internet provides.

Digital Marketing For Success

There are a lot of options out there for business owners when it comes to online marketing.† You have SEO (Search Engine Optimization), PPC (Pay Per Click), social media, video, and others.† These are the main strategies you can deploy when trying to get your business exposure in the vast landscape of the interwebs.

With all of these options, how does one select which strategy they should focus on for their own business?

First off, it is important to understand what each strategy can do.† I am not saying you need to become a master marketer, if you were you would not need the help of a professional.† However, knowing a little bit about each strategy might make the decision-making process a bit easier.

As we dug into the topic at hand, Josh laid out some pretty telling info and explained how a strategy that uses a little bit of each can yield the best results.† Here is how it breaks down.

Step 1 – Optimize your website with the long-term in mind.† You don’t have to be an SEO expert to put some important information in key spots that can help with SEO.† Use your site title and heading tags to target your most important keywords, which are what you do and where you do it. If you are an electrician in Baton Rouge, then let Google know that by creating a site title that says it.

Step 2 – Get social.† You don’t have to be a social media expert here, but to establish your brand the first things you need to do is lock them down on the main sites like Facebook, Pinterest, Linkedin, Twitter, and Instagram.† Create a complete profile/page on each and make sure you link back to your website.

Step 3 – Run some PPC ads.† PPC ads are a great way to get some immediate traffic and exposure to your website and/or offer.† Keep in mind that conversion optimization is important when doing this because you do not want to be spending money on traffic if the page does not convert.† Check what other pages and sites are doing and do the same, but with your own unique spin.† No need to reinvent the wheel here.

Step 4 – Facebook Ads.† Facebook ads are a great way to capture leads and generate new business.† Creating the page will allow you to run ads, so experiment with that and see if you can find a way to get eyeballs on your website or landing pages, but again remember that conversion is key when paying for traffic.

NoteRunning some paid ads (Google and Facebook) is a great way to get some traffic while you cook up some results in the long-game with SEO.† SEO will take some time, so don’t expect to optimize a page and get instant rankings.† The ads will bring traffic in the meantime.† This is a great overall strategy because you get traffic now that is paid while building an SEO presence for later which will allow you to do less paid traffic down the road.

Closing Thoughts…

Companies that mix it up and get traffic from all over will get the best results.† Each marketing strategy has its place, and if done properly can yield amazing results.† Take the time to learn a little bit about these strategies before pressing Go, and go in with realistic expectations.† If at any point you do not feel comfortable you can always seek the help of a digital marketing expert.

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