Do You Need a Specialist?
There is often a lot of confusion surrounding search engine optimization (SEO) and search engine marketing (SEM). Small business owners – for example, coaches and consultants – who are inexperienced in digital marketing often use the terms interchangeably. This causes a crossover that can put a marketing strategy into a nosedive.
Let’s examine the differences between SEO and SEM, and discuss how a specialist marketing service can help your business grow.
What is SEO?
Search Engine Optimization is about ensuring your site’s content exists in those results for all the relevant searches that might occur. Google and Bing are the top-ranking search engines but there are many more as well. For example, if you are a plumber in NYC, you want to be listed in the results for a search for “plumber NYC”, not for something unrelated to your business.
What is SEM Services?
Search Engine Marketing is a series of marketing strategies that help your website rise in search engine searches. Among these, organic SEO and content marketing are important methods of reaching your audience. There are also many paid-for marketing tactics, such as pay-per-click ad copy. Without effective SEO, organic growth can be difficult (if not impossible) to achieve.
What should you expect from SEO/SEM marketing services?
SEO/SEM services can help increase traffic, improve your rankings, and generate leads for your business.
‘Your website should match up to what people are looking for – this statement is the most important part of SEO. This will increase your search engine rankings and get you ranked on Google so that you appear at the top of search results.
For your business, SEO optimization means increased quality and targeted website traffic. This is what makes it a valuable part of your marketing strategy.
On-page SEO techniques that are used to make this happen include keywording, internal linking, and the use of H1 and H2 tags.
Other technical SEO techniques include off-page tactics such as optimizing to be mobile-friendly, ensuring pages are correctly indexed and using canonical URLs.
An SEM specialist ensures that your web pages are found. As your content library grows, they will make certain that your pages remain optimized, so that your target audience remains engaged in the sales funnel via digital marketing. An SEM campaign achieves this through various paid and organic services, like pay-per-click listings, paid search ads, and natural backlinks, to mention a few.
4 Steps to improve your online marketing by SEO and SEM
You’ll find that there are four basic steps that an experienced SEM team will follow to upgrade your SEO and SEM. these are:
Your SEO specialist will research everything related to your SEO needs. First, they will research what keywords your potential clients are using to find services like yours. Then they will discover what your competitors are doing. They will also learn what kinds of websites are attracting your target customers.
Develop a digital marketing strategy
Next, they will create a website content plan and SEO plan. In other words, they will consider needs on the front-end and the back-end, to attract traffic. There are hundreds of questions that the marketing team will need answered, such as:
- Are you going to include a weekly or monthly blog?
- What keywords are you going to include?
- How often are you going to update your social media, and will there be a live feed on your site?
You’ll also find that the answers need to be reviewed regularly. SEO and SEM are dynamic disciplines. Techniques are continually evolving, and it’s also essential that you update your strategy to ensure alignment with your business.
Execute the strategy
Step three is making the strategy happen. An SEO and SEM specialist will:
- Populate the site with interesting and relevant content
- Ensure the right keywords are in place
- Promote it using various SEM and social media techniques
Promotional tactics may include pay-per-click (PPC) (they will monitor the cost per click, too), paid search, PPC and copy, and the use of landing pages.
Most strategies will be ongoing. It’s not enough to just put up a website and hope people find it. You need to make sure that it’s up to date with the latest features, SEO friendly, and uses the right keywords. Therefore, it needs to be constantly updated and promoted to stay relevant.
Audit and report
Your SEO and SEM specialist should provide you with relevant information on your website traffic. They will not solely depend on the reports they receive but will study them and adjust your strategy accordingly.
Are you maximizing the potential of SEO and SEM in your business?
An experienced SEO/SEM services company will provide you with needed guidance on how to improve your website’s ranking on search engine results pages, conduct keyword research, execute SEO campaigns, and provide an integrated digital marketing solution.
You must stay on top of your game and focus on the key aspects of content marketing that are always changing to keep your business ahead of the competition. Search engines are constantly evolving, and so is the way people search for information. Therefore, you should always take a long-term and dynamic approach to SEO and SEM in your overarching marketing strategy.
Professional SEO/SEM specialists keep up with constantly evolving search engine ranking and use this information to ensure your company is maximizing the benefit of your online presence.
It’s important to budget for SEO and SEM because these search engine marketing tactics are long-term investments. They will also help ensure that you get the maximum return on your marketing investment.
Want to learn more ways that you can use search engine marketing to achieve your goals? Fill out the form below to gain access now.
What have been your SEO and SEM successes (and failures)? Leave a comment, I read every one.