When we talk about SEO and SEM we talk about two basic elements in digital marketing strategy, which although quite different, tend to be confusing.
First of all, we must know the concepts of SEO and SEM in order to know how to apply each one in our company’s digital marketing strategy.
SEO stands for Search Engine Optimization and consists of improving the visibility and positioning of a website in the organic results of different search engines, although it is generally geared towards Google.
With this in mind, we must always remember: SEO refers to what is organic, what originates from natural searches and the trends that users themselves promote, mainly due to the intent, relevance and authority of their search.
This does not imply that SEO is free, since it requires research and strategic execution by specialists to be in the top positions of the search engine.
On the other hand, there is SEM, which stands for Search Engine Marketing, a strategy that involves paid advertising on search engines to appear more and more frequently on search engines, with higher budget performance based in the user’s browsing and search habits. Usually the most popular search advertising solution is Google Ads.
Both feed back into digital marketing strategy. Applying SEO implies bringing visibility and authority to the website or e-commerce in the medium and long term, while using SEM “triggers” that presence more immediately in the search engine.
Also, as the website gains presence and positions itself thanks to SEO, the keywords used in SEM will decrease their cost.
In reality, they both complement each other, so we should not completely rule them out, but rather manage them strategically in advertising campaigns.
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