Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business. Keywords are everything for SEM, just as they are for SEO. When you run SEM campaigns, you choose keywords that determine which ads will show up on which searches.
What is Search Engine Optimization (SEO)?
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web.
Building a strong site architecture and providing clear navigation will help search engines index your site quickly and easily. This will also, more importantly, provide visitors with a good experience of using your site and encourage repeat visits. It’s worth considering that Google is also increasingly paying attention to user experience, including mobile optimization and site speed.
Challenges of SEM & SEO :
With both SEO and SEM you’re probably bringing visitors back to your website. Of course, there are ad types for driving calls and visitors to a physical location, a website is still necessary.
For SEO your web page is absolutely important for both ranking and getting visitors to do what you want. For SEM your web page is important for getting people to your call to action to convert into a lead.
In both cases optimizing every page of your website for conversion is essential to the success of SEO and SEM.
You always want your landing pages (the page a visitor lands on) to be effective, have a clear focus, and a clear goal. Using your homepage as the landing page is a definite way to fail, especially with SEM.