SEO and SEM are two tools that complement each other to position your content and give it visibility on the Internet. Content marketing strategies are nourished by them so that companies can reach their target audience.
What is SEM?
SEM can be defined as the use of tools to optimize the visibility of web pages through search engines thanks to paid advertising campaigns.
What is SEO?
SEO is a discipline that consists of applying various techniques on and off a website to give it visibility in search engines.
The biggest difference between SEO and SEM is that the former offers organic results, and the latter makes profits through paid campaigns.
Advantages of SEM
Some advantages of SEM positioning are as follows:
1. Short-term results. A well-planned campaign delivers results right out of the box.
2. You can control the investment. The campaign budget is chosen by the advertiser.
3. Large number of keywords to position. Keywords must correspond exactly to what we offer.
4. Results can be estimated. It is possible to forecast the results taking into account the investment and the cost per click of each keyword.
Disadvantages of SEM
SEM can also have some disadvantages:
1. A high initial cost. The investment from the first moment is high. Depending on how much we invest, we can generate better results.
2. You need to invest continuously. If we stop investing, we will not see results.
SEO advantages
SEO provides the following benefits:
1. Stable results. SEO positioning provides results in a continuous and balanced way.
2. Good profitability. After positioning ourselves correctly, with a maintenance, it will be enough to continue in the first positions of the search engines at no cost.
3. Quality content. For SEO to work, our texts must have relevant information.
4. Increase the visibility of your brand. Customers and users will have a good impression of your brand by keeping your website in the top positions.
Disadvantages of SEO
Some disadvantages of SEO are the following:
1. Not immediate results. You have to be patient because organic results take time.
2. Reduced keywords. It is not possible to rank a large number of keywords.
How to combine SEO and SEM
SEO and SEM seek to attract and generate traffic on the web, which translates into more sales. That is why combining both techniques provides good results. Here are some recommendations to achieve this:
1. Use SEO principles to sectorize SEM ads. Do high-converting keyword research and analysis to pay for your ads. This research should be carried out following the principles of SEO.
2. 75% SEO and 25% SEM. According to experts, it is necessary to invest 75% in creating quality content and 25% in advertising payment.
3. Look for support in the immediate results that the SEM grants. SEO is effective, however, it takes time. That is why relying on the immediate results of the SEM can be of great help.
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