Every company is striving hard to reach on top to achieve its goals. Every move and every strategy of your organization is monitored by your competitor and then the strategy is analysed to provide a better service. It’s like a never-ending loop of information, details and strategies on which companies compete. Even on various platforms such as Social media and search engines, the competition is very high. To achieve and retain a desired position on social media and search engines is really getting difficult.
So, if you are an online wine distributor and you want to attract your potential clients, how can you stay on top of google (or any search engine) so that if someone searches for “wine distributor”, your name can pop up in the first few searches of the first page of the search engine?
There are mainly two ways by which the traffic can be attracted to your website and hence, the potential customers can be targeted. One of the methods is costly, can provide a good set of results but only during the paid duration. The other method is rather cheaper, time consuming but can provide you with results for a longer run:
a) SEM (Search Engine Marketing):
As the full form of SEM suggests that it is a marketing process/strategy to uplift the traffic on your website. It is a paid search advertising by which you can buy the space of advertisement on a search engine by which you can achieve the paid spot on the search engine. For instance, if you are using SEM for your wine distribution business, you will probably land up on the paid section (either on the top or the right paid section) of the search engine. If someone searches for wine distributor, he/she can probably land on your website
There are various search engines which provide such services, such as AdWords for google, PPC (Pay-per-Click) system used by Bing and Yahoo and more. If a person clicks the paid ad, they are usually looking for the similar product and hence the conversation rate is usually higher. The cost is usually very high and the factor of trust is also there.
b) SEO (Search Engine Optimization):
SEO is all about optimizing your website in accordance with search engines to achieve higher position or ranking on the search engine. There are many ethical methods and key aspects by which you can optimize your website and thus, can achieve a higher ranking. SEO is little cost effective but the business owner must be patient enough for the results. Usually it takes 5-6 months for the business to start performing but the results are better for the longer run.
Optimization can help your website perform better. Techniques such as targeting keywords, increasing the page speed, updating the content on a regular basis, changing the tags and URLs and more can help the website to provide better user experience.
SEO vs SEM:
SEO and SEM play an important role in a company’s business. There have been many theories for both the strategies. Following are some important practices which can help a business:
a) If you are a start-up or a new business or you have created a new website, go for SEO first and later you can try SEM.
b) If you have a good amount of traffic and but you are not able to convert the traffic into business, try to optimize your site via SEO.
c) If you are able to convert the traffic but the consistency of traffic is fluctuating a lot, then you can focus on SEM.
SEO and SEM can provide a good business through your online presence. SEM is a duration based strategy but SEO is a continual process. SEO and SEM are hand to hand process. One cannot start a paid ad campaign without optimizing his/her website. For instance, if I own a pizza shop and I want to start a paid campaign and for some reason the content on my website is not optimized (information related to pizzas or cart functionality is difficult to use), starting a paid campaign will be a big blunder. It can cause a lot of issues and can increase the bounce rate on the website. Hence, optimization is important for any website. The website should provide a good experience and by which the conversions can be made. The debate can be made on choosing between SEO and SEM and the question drills down to “which is a better approach, SEO vs SEM”? The answer is little complex as it involves around the nature of your business. If you have just started a business and feel that the market can be captured, you can go for SEM but if your website is not user-friendly, the conversions will be quite less.
Though both the terms SEO and SEM work side by side, the functionality is entirely different. You can try to get insights about the content on your website and then you can work upon the same and maybe later, go for SEM to convert the traffic to sales.