One dilemma that many business owners and digital marketers face is deciding which one of the two powerful digital marketing strategies to use to drive visitors to a website – SEO or SEM.
SEO is about optimizing a website to improve rankings in search results while SEM uses PPC or paid advertising to drive visitors to your website.
In this article, we will focus on why you should leverage both SEO and SEM together, you can drive more traffic to your site when you use both organic and paid strategies.
What is SEO?
SEO (or search engine optimization) is getting traffic to a website from free, organic, editorial, or natural search results in search engines. The goal is to improve your website’s position in SERPs (search engine results pages). SEO typically drives top-of-funnel leads while SEM usually drives bottom-funnel leads.
SEO Marketing typically takes longer to gain traction but has better results and much more staying power. Creating content that is well-optimized using SEO techniques without spending ad dollars is a long-term plan for ranking high in the SERPs.
What is SEM?
SEM (search engine marketing) is a short-term paid marketing tactic to promote and drive traffic to a site, through pay-per-click (PPC) and paid advertising to increase page exposure in the SERPs.
The Benefits of Leveraging SEO and SEM Together
The ideal result for using SEO and SEM together is that your site appears at the top of organic SERPs from SEO optimization while, at the same time, your company is driving even more visibility with SEM by using PPC and paid ads. Users then have the opportunity to click on your ad or your organic result.
Knowing how to use SEM and SEO together is a critical strategy for your site’s traffic growth. Utilizing the insights you have identified from analytics will allow you to start your SEO and SEM campaigns and attract organic and paid visitors. EO typically drives top-of-funnel leads while SEM usually drives bottom-funnel leads.
If you want assistance with SEO and SEM campaigns, contact Haarty Hanks. We can design a digital marketing strategy using SEO and SEM to increase targeted traffic to your website grow your business and increase revenue.
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