If you own a website, and at the same time own a business that showcases your own brand of either products or services, the acronyms SEM and SEO may have certainly crossed your mind. In fact, with the way you constantly keep yourself on the loop on how your business website does, it comes as no surprise that in one way or the other, you have actually some kind of a basic knowledge when it comes to these Internet marketing jargons. Either one of them helps in achieving the goal of creating an online presence, but these two also has its own differences.
On one hand, you have the ever-reliable strategy of search engine optimization, or SEO. This online marketing strategy basically aims to put your website (and your online business) to the first page in the search engine results in Google, Yahoo!, or Bing. It employs certain tools and techniques that would help your website, as Internet-savvy users who search using any of these engines tend to click those than the paid ones.
On the other hand is the so-called pay-per-click marketing, formally known as search engine marketing or SEM. Although the term suggests its similarities with the SEO, this is actually a completely different technique in Internet marketing. Instead of the business website being promoted in Google, Yahoo, or Bing (which are all organic, unpaid sites), you promote it on the same sites but as a paid ad placement. When you use SEM for your site, the URL to your site appears at the top of the unpaid search results.
The difference between the two Internet marketing strategies is more than just the fact that SEM is paid and the SEO is unpaid. It is believed that the conversion rates of these two are different; SEO tends to result in lower rates, while SEM tends to incur higher ones. However, while both of them are effective in their own ways, SEM is more expensive, which could be a roadblock for those who own small businesses who operate websites.
Incidentally, if you plan of employing the SEM strategy for your website, here are some things that you need to consider:
- Ask your customers or clients about the words they use to search for your product or service. More often than not, you’ll be getting relevant keywords, particularly those that link the name of your location as well as the type of product or service you are selling. That way, you’ll save yourself from the tricky situation of choosing your own keywords.
- Use certain tools available to monitor your results. While you test run the whole thing, it is best that you check your endeavor from time to time with the use of Google Analytics, for example.
- In making ads for paid search results in Google or Yahoo or Bing, it is best that you should entice your potential customers and buyers by offering discounts, promos and free shipping. That way, they’ll more likely click over your ads, which would very much help generate the much-needed conversion.
Indeed, pay per click management can be a daunting task in the hopes of generating leads to customers or clients. While it is expensive, trying it out would definitely give you results in a matter of days or weeks.
About the author:
Leona Dee has written this article for SEOP.com, a leading SEO company offering a cost effective search engine optimization service that assists your website to attain top search engine rankings