It is not always easy to navigate search engine optimization (SEO) and web marketing. Several acronyms have emerged in recent years, which means many people can get lost in all these letters and definitions, especially as they are constantly evolving over time. What is the difference between SEO and SEM (search engine marketing) and what do these two elements refer to?
While SEO encompasses practices aimed at improving the natural positioning of a company on search engines. That is, the rank occupied on search engine results pages (SERPs) on Google, Yahoo!, Bing and other search engines. SEM is a broader term, which includes all the techniques of web marketing aiming at causing the user to click on the link of a website.
It includes SEO but also other practices, such as paid search, sponsored links and SMM (social media marketing). The goal of SEM is to take full advantage of the volume of search engine queries by web users by increasing the traffic generated on a website and its conversion rate. A digital agency in Canada offers these types of services to both small and large companies.
Understanding web marketing services
While in the past there were two types of SEO, organic and paid search, these two terms are now separate. SEO is now only referencing free SEO, which entails the techniques deployed without buying keywords or sponsored links on search engines.
Among these techniques, you find the optimization of the presence of a company on social media (the creation of pages), the writing of blogs and articles of quality content and the use of targeted keywords in texts websites to please search engines. There are indeed some writing techniques likely to please Google more than others. A digital agency in Canada ensures that websites only publish unique, quality content that includes relevant keywords.
Search engine marketing (SEM)
As opposed to SEO, search engine marketing (SEM) and PPC (pay per click) are paid and refer to the purchase of advertising space intended to appear first or to be more visible on the search engines. The most important of these engines is Google with its Google Ads (formerly AdWords) online advertising service.
Since customers pay for advertising space, their positioning is guaranteed and will always outperform natural search results, which are below paid results.
Advertisers only pay when a prospect clicks on the link, which ensures a certain return on investment. On the other hand, a digital agency also offers other services, such as social media marketing, reputation management, web design, email marketing and app design.