Marketing has always been about connecting with your target audience. Today, you need to connect with them where they spend most of their time looking for services they need i.e., the internet. Digital marketing means all marketing efforts that encompasses use of electronic devices and internet. Businesses leverage social media, email, websites, search engines to connect with their target audience and prospective clients.
SEO and SEM are the two sides of digital marketing that are often used interchangeably. Though both work together to increase the visibility of the websites, they relate to different aspects of digital marketing.
To keep your business going in the marketing arena, having a solid grasp on the digital marketing strategies is a must-have in recent time. Whether you own online business or a local business, people are looking for you, and to make yourself visible, you must know how to incorporate SEO and SEM strategies.
Imagine walking into a shop without any signage, hoping to get product A, and it turns out they sell product B, which isn’t on your grocery list? Will you step into that shop again?
A business running without SEO optimisation poses the same ambiguity as of the example mentioned above. To attract organic traffic and multiply your customers and sales, SEO optimisation is crucial.
SEO is the marketing approach of affecting the visibility of a web page or site in search engine results. SEO determines whether or not your web page or website appears in result page when people search via search engines.
The purpose of SEO is to offer seamless user experience and provide accessibility so search engines can read your website against the relevant search. When optimizing your website, choice of words makes the most difference. Search engines narrow down results to the website that incorporate the searched words. The more target words or keywords you use, the higher you will be ranked in the search engine result page.
SEO optimisation is a slow and time-consuming process, but if incorporated duly, it pays off massively. It comprises of two main components; on-site optimisation and off-site optimisation. Also referred to as on-page and off-page optimisations.
Some tactics that on-page optimisation entails are:
Off-page tactics include:
Utilization of these tactics to the fullest will classify your website as the credible source and will ladder you up in search engine result page. Search Engine Optimization is the organic way to improve ranking, but it requires hard work and comprehensive knowledge and expertise.
Search Engine Marketing is a tool of instantly boosting your website. It utilizes organic and paid tactics for the optimisation to funnel the traffic immediately to your site. SEM goes beyond SEO and includes PPC or pay per click marketing. Google Adwords is by far the most used and credible source of steering the relevant traffic without waiting. Where SEO requires hard work and patience, SEM is more about dynamic strategy and the right timing.
PPC is the most popular way and widely used way of Search Engine Marketing. We all have come across advertisements without giving a second thought that what are they. Well, they are to veer the traffic and to appear on the first page of the search results upon keyword matching. Approximately 75% of internet users don’t scroll past the first page of the Search Engine Result Pages.
The digital marketing terminologies and strategies are indeed overwhelming, but it is doable. If implemented and used optimally, these strategies are pivotal in maximizing your results and expanding your customer reach.
Some experts do argue that SEO is an easier and cheaper way of marketing as compared to the SEM, which also includes paid tactics. However, it isn’t that simple. Different businesses have diverse needs and requirements. Researching your audience and tailoring the online marketing strategy according to the target audience is the fulcrum of digital marketing.
Small or big, old or new, are relative terms to define your business, what will help your business is a solid marketing strategy that speak to your audience. Once you have the right strategy in your hand, you will know what your audience is, what it wants and the best ways to reach them. You might own a small business with a massive ad budget.
Incorporation of SEM strategies with balanced SEO moves will make you noticeable and successful. It is about the perfect blend of your marketing and optimisation methods that will make your brand instantly recognisable.
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