- What is SEO positioning and SEM positioning
- Main differences between SEO and SEM positioning
- 1. Period of time
- 2. Visibility
- 3. Level of control over the strategy
- 4. Measurement of results
- 5. Cost
- 6. Keywords
- 7. Changes and optimizations
- 8. Contents
- Which is better, SEO or SEM positioning?
Nowadays I realize that when I talk to people who are not “into this world” but have heard something about SEO and SEM, they still do not know the difference between one and the other.
In this article I will try to explain in a simple way the difference between SEO and SEM positioning. Let's start by defining them.
– SEM : refers to Search Engine Marketing, which translated would be search engine marketing (Google, Yahoo, Bing, etc).
The SEM are the search engine's paid results that appear in the first positions in a search and in which when the user clicks, a cost per click is charged to the advertiser . Depending on what you bid you will be able to appear at the top or at the bottom of the page.
We often refer to SEM as paid positioning . Why? Well, because you have to pay the tool through which you advertise. Once you have created the campaigns for your business and the ads, every time these appear in the searches and a user clicks, you will be charged an amount "X" for being able to take that user to your website and have the possibility to purchase your products/services.
As indicated a few lines above, there are different search engines where we can create and manage our ads, but without a doubt the best known and the one that has the greatest use is the platform belonging to the almighty Google: Adwords . With Adwords you can create campaigns and ads that will allow you to appear in Google searches immediately. Of course, let's not think that creating your campaigns and your ads and selecting the keywords is all done. Campaigns require knowledge of the tool and continuous control to get the most out of them. The same would happen with the rest of the search engines.
– SEO : Search Engine Optimization. Translating it would be search engine optimization.
SEO or web positioning encompasses the work that is done on a website and its contents so that search engines find it and detect if it is relevant enough to show it to the user. The main objective is, of course, to appear in the first positions for the majority of searches that users may do related to your products, services and/or content.
By achieving this, we will have greater visibility , which means more visits from people who are looking for exactly what you offer. Better positioning is often accompanied by more qualified traffic and visitors who are more likely to make a purchase or hire your services.
Also known as organic positioning, like SEM, it is better that if we do not have mastery over this discipline, we leave it in the hands of professionals.
One of the main differences can be found in the period of time that each one implies. The SEM is always more immediate , since we can create campaigns today and start appearing in the results. It is also true and you have to keep in mind that if you stop investing in SEM, you stop appearing.
In SEO , the results are usually seen in the medium to long term, but it is easier to maintain if you follow a good strategy.
One of the big differences between #SEM and #SEO is that the former is much more immediate, since once the campaign is published, the results begin to appear very quickly, while the latter gives more long-term results.
Following the trail of time, we have the visibility that each one offers. In SEM we can start in the first positions almost from one day to the next, while in SEO no one can guarantee you to appear in the first results.
It can take months and even more than a year depending on many factors. However, as I have mentioned, if you carry out a good strategy it is not impossible and once you arrive you can stay in time.
In the SEM it is easier to have control of everything that is happening, we can establish what we want to spend and not go beyond that, we can activate and pause campaigns when we want, create new ones, add and remove keywords, create new ads, generate specific landing pages that specifically match our objective, etc.
In SEO, there is control over the strategy, but not over the results. We must monitor and see "what happens", how the changes we are making are affecting and if we are on the right track. It allows us less control.
Now, as a warning, both in one strategy and in another, many factors affect and you can never have everything 100% controlled. If we do our job well, then the results must be good.
In relation to the level of control, we can talk about measurement.
Results measurement is somewhat more complicated in SEO , but quite accurate. It is true that if we relate it to sales it is more complicated (although not impossible) and in the case where the direct benefit is not sales, it is just as difficult or easy to measure SEO and SEM.
Despite everything, in SEM , we can have a lot of information. Thanks to the Adwords platform itself and additional tools, we can learn about user searches, how they search for us, what interests them the most, what sells more or what sells less, what works in campaigns and what needs to be improved, etc.
In SEM , as we have mentioned, we have to pay the search engine tool to be able to create our promotion campaigns, while in SEO or organic/natural positioning, the results are based on the impartial search engine algorithm and do not imply investment in the search engine itself . seeker.
This does not mean that organic positioning is free as many people think or call it. If we want to carry out a good SEO strategy, we must hire the services of a specialized agency or consultant , therefore, it is not free.
In SEO , the number of keywords that we can choose to position ourselves, especially at the beginning of the strategy, is limited , since it depends on our objectives, the content of the web, the number of pages that the site has. On the contrary, in SEM we can choose as many keywords as we want.
Another difference in these strategies comes when making changes. SEO is less flexible to changes , that is, for a change to take effect it can take days or weeks , since once the change is made it will be necessary for this change to be tracked and the page to be updated on the servers, so we can not be making changes every day .
It is convenient to adjust the strategy, and if it works well it has a greater durability.
In SEM , any change in campaigns is more immediate . You can change the text of the ads, match keywords, insert new ones, pause the ones that don't work, change the bids...
You have to follow a strategy and keep trying since not everything we put into practice will always work, but once we find our strong point, it can give us a lot of valuable information to continue growing.
Normally, the content that we write for SEM has to have a very specific objective, match the structure of the campaigns, the keywords and have a much more commercial and sales- focused “touch” to attract potential customers. A landing page for SEM must be focused on sales, without too many distractions so as not to lose the user and to carry out the action that interests us, such as: fill out a form, call, request a quote, register on the web, etc.
In the case of SEO , the content has to be highly relevant . This does not imply that they should not be focused on sales, but it is convenient to have more extensive, quality content that really contributes something new and interesting to our reader/client.
Neither one is better, nor is the other worse, they are different and complementary strategies.
#SEO and #SEM are different strategies and complement each other beautifully. 🤝🤗
The really advisable thing is to start with both at the same time, so that, if your business is new, or you have never tried to promote it, the sem will help you to appear quickly, while the seo strategy will gradually make you appear in better positions, so that there comes a time when you can combine several results of your business through ads and organic positioning on the same page.
Why is it positive? Well, because most users do not go beyond the first page in a search and if we manage to have 2 or more results on the first page, it will be much easier for them to end up entering your website and there will be a greater possibility of conversion.
And you? Do you launch into SEO? to the EMS? or both?