Search Engine Strategies: SEM and SEO
The main source of information and vehicle for research is the search engines like Google which constitutes of 66% web traffic whereas Yahoo gets 15%, Bing 15%, Ask 2%. Ever since the inception of the search engine marketing; prolific advances in technology have allowed the search engines to become the first choice when individuals seek information about brands and products online. Marketing professionals and business owners have realized the immense power of such a medium and use of internet search engines to promote their products and services.
SEO and SEM services are ways by which advertisers have used to help drive customers to find their websites and product information more easily. SEO & SEM although used quite a lot are different types of services.
Search Engine Marketing (SEM)
SEM is the online strategy of driving traffic to the website by using several methods like PPC (pay-per-click), CPC (cost-per-click), CPI (cost-per-impression), paid search, paid search ads etc. The reason being: 85% of traffic on the website is pulled by search engines and 77% of users when they can’t find relevant information will use the same search engine but with different keywords.
Search Engine Optimization (SEO)
SEO is the way of driving traffic to the website in a more natural way by posting content on various social media websites, building links and site maps etc. SEM is a broader discipline than SEO and integrates the organic results of SEO with the pay-per-click campaign on Google AdWords. Consultants who work for SEO/SEM services have to concentrate on keyword research and analysis. Search Engine Marketing Service providers and consultants also have to provide high quality content that would help the website to feature higher on search engine rankings. The higher the rankings for a website, the more traffic is expected to be directed to it. Current statistics point to 80% of traffic to a website originating from search engines. With higher rankings, websites receive more viewers and potential customers visiting their sites, greatly improving their chances of converting the visitor into a customer and a consumer of their product offering.
Online marketing is a complicated and dynamic environment that conventional marketing professionals find difficult to navigate. For such specific and dedicated services, it is prudent for business owners to seek for a third party service providers to manage the technical aspect of online marketing using SEO and SEM. SEM also employs the social media, i.e. social networking sites like Facebook, Twitter, and LinkedIn etc. in influencing consumer buying decisions.
Search engine optimization was earlier achieved by churning out below par content, padded and stuffed with multiple occurrences of key words and key phrases. At present the tools that are used by professionals to enhance the visibility of a website are: Research and analysis of Keywords and Key phrases to find those most popular and pertinent to diverting traffic to your site.