Understanding how to use each strategy can be the difference between smashing your business goals or just missing the mark.
What is SEO and SEM?
SEO refers to Search Engine Optimisation and involves optimising your website to increase organic traffic. Common SEO techniques include using commonly searched keywords in your website copy or building high quality backlinks from other credible websites.
SEM, also known as Search Engine Marketing, refers to the process of generating traffic through both organic techniques and the use of paid ads. Google search ads appear at the top of Google’s search results sitting above the organic results. This pay-per-click form of advertising charges the advertiser every time a user clicks on their ad. Businesses using this strategy must conduct thorough keyword research to ensure their ads are appearing for the terms their customers are searching for. They must also use careful audience targeting to determine who will see their ad.
So where do you start?
There are plenty of SEO and SEM tactics you can use to direct traffic to your website. With SEO these tactics are divided into four categories
- Technical SEO
- On-page SEO
- Off-page SEO
- Content
Ensuring your website is technically sound will improve your search ranking. Technical SEO tactics include ensuring your website is optimised for mobile, improving your website structure by ensuring it is easy to navigate, and improving its speed.
On-page SEO tactics include keyword research, ensuring your website copy is simple and easy to read and does not contain any jargon. Matching content to search intent is another tactic that will improve your search ranking by providing users with the answers they are looking for.
Off-page SEO tactics are designed to generate trust and credibility for your website. This is achieved by increasing the number of backlinks from other reputable websites. Earning positive reviews and managing your Google My Business effectively will also assist in building your website’s reputation.
Finally, search engines will reward you if you produce high quality content relevant to users’ search queries. Content tactics include writing on an in-depth topic or including long tail keywords.
But what about SEM?
Google Search Ads are a great starting point for many business owners. These simple pay per click campaigns will show your ads to users searching for specific keywords. Business owners can tailor their ads to only appear for certain people searching for certain keywords. Shopping Ads, Display Ads and YouTube Ads are all examples of paid SEM strategies that can increase traffic to your website and promote your business to the right audience. This form of marketing allows you to track the results of every dollar you spend.
By using a combination of SEO and SEM tactics you will successfully increase traffic to your website and be well on your way to achieving your business goals.
