Every business is shifting its focus towards the online marketing, as this is the best way to conduct business. Digital marketing is experiencing new advancements and innovation at a constant pace, and any business or individual has to use the latest methods to stay ahead of the competition in any industry.
By the same token, digital business to business (B2B) marketing and advertising practices endure the same constant change and progressions. Today there are more than a few options and platforms to consider for marketing your products, and choosing the perfect method can be an unnerving task.
There are three practices that are considered the marvels of digital media marketing. Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Pay per Click (PPC). So what is the difference between them and how can they launch your company as a successful online brand? Let’s find out.
The basic difference between SEO and SEM is mere that Search Engine Optimization is a component of Search Engine Marketing, or more commonly known as Search Marketing. These processes intended to enhance the visibility of your website’s page in search engines. SEO is all about website or webpage optimization to achieve better organic rankings in search engine results, while SEM takes you further than SEO. IT can make use of other methods such as Pay per Click (PPC) advertising and more.
Just like any other business enterprise, online digital marketing needs a careful planning and a good amount of provisional and error period, particularly when launching a product or even a business. Today, the majority of the SEM professionals have a proper training from educational institutes and they know how to formulate creative ideas and campaigns to precisely deliver your needs and fulfill your goals. The marketing field has become a competitive and complex landscape today, and we don’t recommend anyone to just go and launch any SEM campaign without surveying the market’s need.
Though any business needs to start from the very basic, which includes getting high-quality impressions and visibility. The secondary goal is to secure clicks and traffic. For this reason, we recommend everyone to opt for SEM, SEO and PPC marketing. By reading further, you can learn some basic differences between these forms of online marketing, and how to bridge the gap between them.
SEM (Search Engine Marketing)
Search Engine Marketing is the shade, under which all the methods of digital marketing fall. These methods can be free, as well as paid. The ultimate aim of SEM is to enhance your company’s, or a specific product’s visibility on different search engines such as Google, Bing, Safari or Yahoo. Search engine optimization and Pay per click also fall under the umbrella of Search engine marketing or search marketing.
For this reason, we will differentiate the major aspects of SEM in this article. Both SEO and PPC are important to produce traffic on your website and subsequently generate sales. To learn about them and market your product accordingly.
SEO (Search Engine Optimization)
The application of diverse techniques to enhance your search engine ranking is known as search engine optimization. A good SEO strategy always helps a company or its individual product to rank on the first page of organic search engine result. There are multiple ways and techniques to influence a page’s search engine ranking, some of them are white-hat, and some are black-hat. There are also multiple tools available on the internet that helps you enhance your organic search engine rankings. The most important part of SEO is to rank your website or a webpage on a specific keyword. For example, if you run an online travel agency and the keyword you want to rank your webpage is cheapest flights in the UK, so you will provide genuine content for this specific keyword to rank it organically,
SEO is comparatively a low-cost search marketing option. When you are planning an SEO marketing campaign, you need to optimize your content to target relevant audience for maximum benefit and result. You also need the support from backlinking and internal linking of your desired URL. Also, read this link building guide for SEO.
PPC (Pay per Click)
Pay per Click or PPC is another frontier of online marketing. PPC applies a formula to measure the price of an online ad, and the campaign operator has to provide a payment each time the ad is clicked, no matter it generates any sale or not. If you are doing a PPC campaign, you need to bid on certain keywords that are important in determining what the cost of a click will be. But sometimes, their rates can be fixed too, completely depending on the specification of publisher or network they are waged with.
The best thing about PPC is that it can be relevant. It is also better understood to target genuine audience for guaranteed sales.