In today’s digital world, a strong online presence is necessary to expand your customer base and build brand awareness. Approximately 8.5 billion searches are made on Google every day. From baby names to flu symptoms, people turn to the internet to solve their intellectual itch. Being the first to show up with answers will drive traffic towards your website. SEO and SEM are two strategies that you can use to rank higher in the Search Engine Results Pages (SERPs). For many businesses, partnering with a top digital marketing company in Bangalore can be an effective way to implement these strategies, leveraging expert knowledge and resources without the need for an in-house team. It is important to know which approach—SEO, SEM, or a combination—will be ideal for your business in 2024. This blog will equip you with the knowledge needed to make the right choice.
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What is Search Engine Optimization?
Search Engine Optimization (SEO) is the process of improving different types of content to increase their visibility in search engines. People tend to click on the first link that pops up and then explore the next few but rarely do they go further. So, the goal here is to rank the website higher through organic means. This makes sure that the content that is created reaches the targeted audience in a cost-efficient manner.
Core Types of SEO
On-Page SEO
On-page SEO involves optimizing the content of your website like using relevant keywords, publishing useful content, adding structure using HTML tags and more.
Off-Page SEO
This includes elements outside the website that improve its rankings like building backlinks and content marketing.
Technical SEO
Technical SEO deals with back-end things like user experience, crawlability and page speed.
Benefits of SEO
- Builds brand awareness
- Cost efficient reach
- Improves conversion rate
- Supports other marketing activities
- Improves user experience
- Competitive advantage
Search Engine Marketing
SEM is a digital marketing strategy that improves your ranking in search results through paid ads. These usually appear as sponsored on the results page and use keywords and other relevant information like location to reach the targeted audience.
Types of SEM Campaigns
Search Ads
Search ads are the ads that come on top or bottom of the results page when a keyword is searched
Display Ads
Display ads are visual advertisements that appear on websites, apps and other platforms. They come in various sizes and formats, including banner ads, skyscraper ads, and rich media ads.
Shopping Ads
These ads appear on the results page for product-related searches. For example, when you search for coffee mugs, Google will show a list of sponsored coffee mugs at the top of the page.
Video Ads
Video ads usually appear when you play a video on YouTube or other such platforms. It is an engaging form of advertisement that can be used to tell a story, showcase a product, or create an emotional connection with viewers.
Local Ads
These ads specifically target local businesses and appear at the top of SERPs for local searches. When someone in Bangalore searches the term Florist, a local florist’s shop would pop up.
App Ads
These are usually used to promote apps and find new users for them.
Benefits of SEM
- Produces quick results
- Allows you to target specific demographics
- Full control over campaign budgets
- Gives measurable results
- Geo-targeting can be done to reach local customers
SEO vs SEM: Comparison
Knowing the difference between SEO and SEM can give more clarity as to which strategy would be ideal for your current business situation. The following table lists a few key differences.
| Criteria | SEO | SEM |
| Definition | SEO is the process of improving a website’s visibility through organic means | SEM is the process of driving traffic to the website through paid means |
| Focus | Organic traffic | Paid traffic |
| Cost | It is cost-efficient | It includes ad costs |
| Time for results | Long term | Short term |
| Quality of content | Quality of website content is important | Quality of both ad content and website content is important |
| Control over placement in the SERPs | No control | Direct control through bidding |
Now Which One To Use for Your Business?
In the long term, SEO is more sustainable because it generates organic results. While it may take a while to see the benefits, SEO can deliver substantial outcomes. For immediate goals, SEM is more effective. It offers faster results and accurate targeting through tools like Google pay-per-click ads. If you run a start-up or a small or medium-sized company, SEM can help you gain initial traction until your SEO efforts start to pay off. But keep in mind that SEM is a paid effort and hence requires a dedicated budget.
In several cases, a combination of both SEO and SEM can generate the ideal results you are looking for. A balanced approach allows you to benefit from the results produced by both components. For example, a local beauty salon can use SEO to optimize its website by using relevant keywords like “hair salon near me,” “best hair stylist in [City name],” or “facial treatments”. Quality content like blog posts about winter skincare, make-up tutorials or hair care tips for city life can attract potential customers and create brand awareness. On the other hand, SEM will allow the beauty salon to target specific customers through paid advertising. This can be used to attract quick traffic during peak seasons or promote special offers.
SEO or SEM?
The decision between using SEO or SEM depends on the specific goals and needs of your business. SEO focuses on organic search results and long-term visibility, while SEM involves paid advertising for immediate visibility and traffic. Both strategies have their own advantages and should be used based on the desired outcomes. Brandshark is a leading digital marketing agency in Bangalore specializing in digital marketing, branding, website development, and product photography in Bangalore. With our industry expertise, we can effectively utilise SEO and SEM to optimize your website and enhance your online presence. Reach out to us now.