In this article URated SEO experts will explain the differences between the concepts of SEO web ranking and SEM and the existing considerations between applying some actions or others, within our internet visibility strategy.
A large part of online businesses tends to resort to
advertising on the internet through pay-per-click campaigns (SEM) that offer
immediate and short-term results, leaving aside the application of SEO web ranking
strategies.
As we will see below, SEO and SEM actions can be combined.
Web SEO (Search Engine Optimization)
SEO (Search Engine Optimization) web ranking tries to
improve the position of a website in search results, through the use of certain
types of techniques. It is what we also call natural ranking or SEO ranking.
By means of good SEO web ranking practices and techniques,
you can have a website in the first search results without having to make an
outlay for said ranking.
The difference with advertising is that these actions,
carried out by an SEO consultant, are carried out once and maintain their good
long-term result. In the case of advertising (SEM), the moment we stop paying
for an advertising campaign we disappear from the search results.
Some useful techniques for a good SEO optimization are to
have a good HTML5 markup with the pertinent title tags (H1, H2, H3…), to
correctly label and optimize all the images and files on our website, to have
quality external links to our website. have descriptive file and image names,
friendly web addresses (friendly URL), etc.
SEM (Search Engine Marketing)
In this case, the SEM (Search Engine Marketing) refers to
all the sponsored links that appear highlighted in the first positions of the
search results in Google, making use, in this case, of the Adwords tool. As we
have commented previously, advertising campaigns offer immediate visibility
with good results in the short term but only for the duration of the campaign.
In the case of Adwords, we will have at our disposal all the analytics
available to know what a keyword costs, what we spend for each type of
campaign, we can choose our target audience, campaign hours, language, location,
etc.
While it is true that before the term SEM encompassed SEO
and paid advertising, today this term refers only to paid advertising
campaigns.
It should be noted that these two web ranking strategies are
not mutually exclusive. Both are perfectly complementary and advantages can be
obtained by combining the two in order to improve the number of visits and the
percentage of conversions on our website.
One thing to keep in mind is that the SEO techniques applied
on our website help make the advertising campaign more optimal and we spend
less money for each visit we get from our advertising campaign. This is so
because we manage to improve the quality of our landing pages and improve the
user experience within them, an aspect that Google takes into consideration (in
addition to other aspects) to assess the quality when displaying our ad. The
better designed our landing page is, the less we will pay in our advertising
campaign.
Another detail to take into account is that the outlay for
SEO optimization is punctual and for SEM optimization the outlay is periodic (SEM
consultant who manages the campaign and the budget invested for the advertising
campaign).
In summary
The recommendation is to have a good study of the website to
which good SEO web ranking practices have been applied so that the natural ranking
of the web increases.
Periodically updating the website through a news section or
a blog (in addition to having the corresponding sections updated) helps to have
a better evaluation by search engines.
If you want to combine both ranking strategies, you can
choose to carry out an SEM advertising campaign while we are improving our SEO
web ranking so that, over the months and achieving better organic results, our
SEM advertising campaign requires less investment and we manage to maintain or
increase our rate of visitors as the investment of our advertising campaign
decreases.
All these tips help to adopt the best strategy for each type
of online business. Our online marketing agency works continuously launching
and optimizing SEM advertising campaigns and doing SEO optimization work.
If you are interested in your website having a good SEO
optimization or you want to create or relaunch your SEM advertising campaign, Contact us and URated Digital Marketing
Experts will tell you how to proceed to improve your online business in the
best way.
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