It’s no secret that somewhere, people are arguing as to the best way to handle online marketing; SEO or SEM. Amidst the discussions regarding SEO and SEM, Fairleigh Dickinson University spoke on the matter, looking to educate people about the marketing strategies; their usefulness, importance and, of course, their differences.
The university published a helpful infographic on the matter on their website, discussing both SEO and SEM, and clearing up a few things. In case you’re confused, the site says Search Engine Marketing (SEM) is a form of paid search aimed at increasing revenue, while Search Engine Optimization (SEO) is more towards attracting website traffic using keywords and back-end links. The university’s inforgraphic noted that both are key aspects to online marketing.
To educate people on SEM and SEO, the educational institution noted that Google AdWords as the most preferred paid-search platform, thanks to the fact that the Google search engine accounts for 91% of all searches done on the internet. Other search engines, like Bing and Yahoo have their own ads, which are paid on a basis of keywords and phrases. These paid search ads are then shown on search engine result pages, which then maximizes visibility and increased chances of attracting visitors.
SEM is more pay-per-click, as businesses to pay fees whenever someone clicks on one of its ads. It’s more for getting and buying visits, rather than an organic leads. The university notes that PPC include shopping, retargeting, price comparison ads, and the like. An advantage, he notes, that SEM is that provides exact products in search engine result pages that allow for customers to find them with little issue.
If you’re still confused, the university notes that SEO is more strategic in its approach, compared to SEM, as well as cheaper, due to the traffic being practically free instead of bought. SEO is more for brand awareness, organically creating leads, better perception, and long-term value, while SEM has better SERP rankings, increased visibility, as well as better short-term deliveries and more empirical data. SEO is more competitive, needing quality and a notable investment of time, while SEM requires initial and ongoing investments, as well as allowing for easy tracking.