Among the many strategies that encompass Online Marketing, SEO and SEM occupy a high priority for both complexity and direct results in web pages. Next, we will explain what these two concepts mean, both SEO and SEM separately and joint SEO and SEM strategies.
What is SEO?
SEO is a commonly used term that corresponds to the acronym in English Search Engine Optimization (search engine optimization). SEO seeks to influence in a natural way and fully allowed in the search results of engines such as Google. Thus, SEO is one of the most used and well-known Internet marketing modalities whose objective is to increase the visibility of web pages in the “natural results” (which do not require any payment to search engines) of the search engines.
For this, there are many tactics that go from the optimization of the website to the generation of content, through the obtaining of links in a natural way as well as the relationships with different platforms.
All this encompasses SEO strategies or natural positioning, however, they can be summarized in two big steps.
SEO positioning in natural results consists of 2 steps:
1 Optimize the web page for Google
The first step in the SEO strategy is to have a web page that contains all the necessary information for your clients and is designed in such a way that the search engines can also know perfectly what your web page is about, that is, they can know what their services or products. In our web optimization guide, you can read more, we also offer the design of web pages completely optimized for very cheap prices.
2 Position the web page in Google
The second step for the SEO strategy is to obtain high positions in the search engines to get visits when your customers search for products or services in your sector, this is what is called web positioning.
Before starting with the positioning of your website among the top positions in Google it is very important to know which are the keywords or phrases interesting for your company and market. Sometimes it is relatively easy to know what are the terms that people use to look for their services, however, most of the time it is possible that this process needs a deep research work.
How to position a website in Google?
Google created a very innovative and complex system when calculating the positioning of web pages in its search results. Google takes into consideration not only the content of your website but the popularity and authority of the website on the Internet. The popularity of your website is determined by Google based on the different links you have on other pages. Google looks at these links as “votes”: and the more votes your page receives, the higher the popularity of your website. But this is not a democracy, not all links are the same. Google gives great importance to the quality and authority (or notoriety) of the website from which the links come (the votes), being able to reward the website or punish for improper practices. Read more about how to position a web page on Google in our web positioning guide.
What is SEM?
SEM is the term that refers to the campaigns of announcements through the platforms and Google. SEM corresponds to the acronym in English Search Engine Marketing (search engine marketing) and like SEO, the SEM is one of the most demanded and used techniques in online marketing thanks to its ease when it comes to measuring results as well as data that throws. The SEM is an Internet marketing modality whose objective is to increase the visibility of the web pages in the “payment results” (advertisements) of the search engines through a pay-per-click system.
- Advantages of advertising in Google Adwords
The most important advantage offered by the SEM and its advertising system in Google Adwords to companies is that your website can be on the first page of Google with each key phrase that interests you. The SEM campaigns through Adwords gives us the opportunity to experiment and analyze key phrases deeply seeing which key phrases become clients and which do not. In this way, you can select the SEO strategy the results of the SEM campaign in terms of the key phrases that you convert into customers.
- How Google Adwords works
The SEM strategy is fundamentally based on the Google Adwords platform that works like an auction but with the peculiarity that the highest bid does not automatically obtain the highest position. Google takes into account many more factors to determine where your ad will appear. Our knowledge in SEM strategy and management of Google Adwords guarantees that your ad will have the highest position and all this at the lowest price. In addition, we can control which ads attract your customers the most and which do not. This way we assure you that your ad campaign will have the highest performance.
Google offers very powerful tools to measure the effectiveness of your Adwords campaign. Contrary to advertising by other means, you will know perfectly the effect of your campaign, both in the number of potential customers visiting the page and in the number of sales generated by your Adwords Campaign.
- A high-performance campaign
When planning an SEM strategy, keep in mind that creating an Adwords campaign is not very complicated, but designing a campaign with high performance, yes. If the campaign is not created correctly, your costs per click (CPC) are much higher, with the consequence that you receive many fewer potential customers for more money.
Combining SEO and SEM?
When planning the SEO and SEM campaigns, it is necessary to keep in mind that both strategies have better performance when they are interspersed and mix the SEO and SEM techniques.
On the one hand, an SEM campaign will position your website immediately while working on the SEO campaign. At the same time, the data obtained in the SEM campaign will be of vital importance for the SEO strategy since they will throw information on the keywords that are most attractive for your business and convert more customers. To learn more about this strategic mix of SEO and SEM, visit our blog where we deeply expose the benefits of a good SEO and SEM strategy.
— Neil Patel (@neilpatel) February 2, 2017