Google SEO and SEM are not free, but the latter is so simple to charge.People who understand SEO marketing use both to achieve short-term goals and long-term relationships with potential customers, boost free inbound traffic, expand sales and optimize website content.
Some companies that specialize in helping people do SEM are happy to tell others that SEO is useless. As long as they keep advertising, doing SEM can increase the flow of people on the site. Is this really helpful for the promotion of the site?
SEM Paid and SEO Free
SEM (Search Engine Marketing) is what you pay the search engine to specify the paid advertising content that users will display when they search for certain keywords, commonly called keyword advertising, such as Google AdWords.
At the same time, the search engine lists the most appropriate pages according to the keywords and a set of its own algorithms, which is the search engine results page SEPR.
Whether it’s an advertisement or a natural search result, it’s an exposure, and if a user clicks on the content to jump to the sign-in page, it means a business opportunity.
SEO (Search Engine Optimization) refers to the means to optimize the search engine algorithm. Success means that you can rank at the top of the search engine results page, increase the exposure rate, and get free exposure like paid SEM advertising.
This is easy to understand, but everyone is more concerned about how much business SEO or SEM can bring.
Exposure content of SEM is what you are required to display for your paid bidding keywords, and exposure content of SEO is Snippet, the display content that determines the most appropriate keyword when searching engine index.
The search user decides whether to press the link to jump to the landing page provided by the webmaster based on the exposure content, that is, how many clicks, not just exposure.
Large degree of freedom in SEM and small degree of freedom in SEO
SEM allows you to set a budget through the ad platform and decide the text ad title, content and login page to be displayed for different keywords.
The title of the topic page of SEO is fixed, the login page is fixed, and the display text may be based on the description or other relevant content of the page. The main search engine determines whether the search content of users is related to some content of your site.
Because the display formats of the two are very similar, misleading browsers, search engines such as Google will mark the results of search ranking in search results pages that are search results of SEO, which are SEM paid advertisements, and the content of paid advertisements can of course be completely unrelated to the content of the login page.
SEM for transactional search queries, and SEO for informational search queries
Advertising is clear sales information. Since most users know it is an advertisement, content often contains a call for action to entice search users to press content and jump to the login page to generate sales.
SEO, on the other hand, is more about content marketing, establishing a long-term relationship with users by providing useful information in order to provide answers and information to a user’s question.
Another type of search query is called a navigational search query, which is to search for a company or product page using a company name or product name that users already know.For search engines, the more search queries for a company’s name or product, the stronger the brand signal that represents the company or product.
Google does not provide a single search for users. For example, when you search an online store, you may be looking for online shopping (transactional queries), or you may want to learn how to build and operate (informational queries).
Search engines therefore provide users with a variety of search engine results pages, which is why composing title content with SEM mentality during SEO optimization generally does not produce good results.
Browsers who search for information when the title of the ranking result of SEM is too sales-oriented will choose to skip it. To make it worse, the SEO login page is full of marketing-style content, which will only result in a decrease in the ranking of the SEO.
SEM pursues exposure, SEO pursues conversion
SEM is based on the highest bidding and advertising priority. Search ranking results are based on search engine algorithms. Many of these factors require time to observe and judge. The best SEO optimization work also takes several months to be reflected on the search engine results page, but SEM is more immediate when you look at exposure opportunities.
However, exposure to clicks does not necessarily lead to sales. It is certain that many sellers webmasters have bought a lot of clickbands after spending money and did not bring business. On closer examination, it is found that the reason is that the content of the login page or almost the whole website is blank. When the transaction price is not attractive, users can not find the reason to buy even by clicking.
Therefore, if your website content is not ready, spending money on SEM ads is like throwing money into the sea, but the return on investment is close to zero.
Quality content without targeted information search queries is basically unable to achieve high natural search ranking, so proper SEO optimization will improve web content, enhance user experience, disguise and improve click-through rate and conversion rate in the future.
SEM emphasizes precision marketing, SEO emphasizes fine water and long flow
Since SEM pays for every click, of course you want to search for your potential customers and reach sales for each click. Slowly, your ads become more and more targeted at your potential customers, and advertising platforms become specialized in the right direction.
SEO clicks have no cost, even if visitor flow does not immediately bring business benefits. In fact, the more people visit a web page, the more helpful it is to improve the search results ranking of the web page, so you can continue to flow, slowly deepen the relationship by providing information, and build a brand image, which will lead to long-term business growth.
SEM focuses on short-term returns and SEO on long-term returns
So you’ll find that companies that understand online promotion use both SEM and SEO to achieve short-term (call-to-action using SEM paid advertising to bring sales) goals (such as end-of-season inventory or Christmas sales) and long-term (long-stream interactive Engagement using SEO) with potential customers, expand funnel sales, and optimize website content.