Search Engine Marketing (SEM), SEO and SEA
SEM is a collective term which combines, SEO and SEA. In other words, everything on the subject of optimizing organic search and advertising placement on search engines. A website is almost exclusively found or accessed via search engines, which is why it is so important to deal with the topic. Whether you tackle it yourself or hire an expert.
Search Engine Marketing (SEM)
All measures to attract qualified visitors via search result pages of a search engine is included as search engine marketing.
These can come via the organic search results of the search engine or via paid advertising space such as Google Ads.
SEM = SEO + SEA
The term SEM is a conceptual summary of online marketing to bring some light into the dark. SEM has long been used only in the English-speaking world, now it occurs more and more often in the German-speaking world.
Search Engine Optimization (SEO)
Search Engine Optimization, short SEO, deals with the organic search results. It is about making the website more visible, so that search engines show the page in an organic search further up and thus brings more visitors to the page.
To also give a few concrete examples, SEO is about optimizations such as.:
- Eliminating the error messages in the console
- Keep loading times
- Mobile optimized
- Best Practices
Search Engine Advertising (SEA)
Search Engine Advertising, or SEA for short, deals with paid advertising space within search engine results pages (SERPs). The most relevant service for advertising is probably Google Ads (formerly AdWords). With a little bit of budgeting your page can be suggested high up and very prominent, so that the user sees exactly this page first and hopefully also visits it.
Advantages of SEM
Whether via organic search result increase or by means of paid advertising, both generate effort and ultimately cost. Here are some advantages why it is worthwhile despite costs to invest in the field of SEM.
- Higher number of visitors
The vast majority of websites are found and visited via search engines. Only very few websites are called directly by URL. If one increases now the positioning of the side increases mostly also the won visitors.
- Qualitatively visitors
Search engines always try to suggest the most suitable results for you. By means of a keyword research or analysis can be shown which words the searchers must enter to get your page proposed. Advertising can also be placed on a tailor-made target group. Thus, exactly the desired target audience can be addressed and directed to the page.
- Efficient customer acquisition
Statistically, more qualitative visitors also means more customers or more deals, depending on what your Internet service includes. With SEM potential customers can be brought to your site.
- Increase in sales
And finally, if you increase the number of customers on the site, the generated revenue usually increases as well. And the cycle closes. In advance, investments must be made to get results afterwards, as far as how marketing works.
Disadvantages of SEM
As always, there are also some disadvantages, we do not want to withhold from you.
- Not completely transparent
Search engines like Google offer some tools and possibilities to check how well, or how badly, your own page is indexed. However, the data obtained do not give an effective value and are only to be understood as a rough estimate or aid. When optimizing the page in the area of SEO, it can take a few days until the tools spit out something. Whether and to what extent the optimizations have brought something, you can see best by means of an analysis tool, which shows the page views processed to see if now more visitors come to the page than before the optimization.
In short, it is impossible to give promises like this in advance: With optimization X, the page will be indexed higher by a factor of Y, thereby increasing the number of visitors per day by a factor of Z.
- SEM outsource
A small or medium-sized company usually does not need its own department, which deals exclusively with issues such as SEO or SEA. For those who do not employ an SEM expert and still want to deal with the topic, there are companies, like ours, which take over a part of SEM. We can set up the initial help and analysis tools and do a first analysis. Often it takes additional adjustments to the page itself, in a blog article on the page written by employees of your company. Search engines index every word on the page, these words influence the positioning on the search results page. Those people who put texts on your site, must necessarily be taken on board, or at least trained.
The Internet has a great potential to attract new clientele. Is your business dependent on customers or do you want to make your services available on the Internet new, then search engine marketing is a very important topic for you. A page that can not be found, will also have no visitors.
The whole thing is very similar to offline business, you have to look how your company brings the services to customers. In offline business there are possibilities like: Billboards, advertisements, flyers, etc. Online there are two core areas, SEO and SEA. Organic search (SEO) in offline corresponds to the positioning of your store and how attractive it looks from the outside to attract passersby in. SEA can be compared to advertisements, or billboards.