Last week, we wrote about the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Today, we’ll discuss the power of combining SEO and SEM for a fool-proof Internet marketing strategy.
SEO Increases Rankings
You need SEO to make sure that your website ranks high in the organic search results. SEO is not optional. At least not if you want to compete online.
A solid SEO strategy ensures you have done everything you can to increase your rankings in the major search engines like Google and Bing. Consumers care about organic rank. In fact, many consumers assume that the company in position #1 is the best. That’s how we’re wired.
The experts agree: Spending time and money on SEO is worthwhile, because more than 75% of searchers are going to click on an organic search result vs. a paid ad.
SEM Helps with Brand Building and Clicks
Adding SEM to your Internet marketing strategy is a good idea. There are several reasons why you would want to consider paid advertising:
- Brand Awareness: If nothing else, you should have paid search for your brand keywords. For example, if you search for “REI,” you will find that they have a paid ad for the keyword “REI,” but that they also rank first in the organic search results. See how they dominate the page (below)!
- More Organic Clicks: Studies show that you will get more clicks on your organic search results if you rank #1 and also have a paid ad.
- Increased Total Clicks: Some potential customers will obviously also click on your paid ad, so you’ll get increased traffic (and conversions) that way.
- Better Visibility: If you do not yet rank for certain keywords, you can place an ad for those keywords until your SEO efforts catch up.
SEO and SEM Together Forever
One of the panels at this year’s SMX East (an Internet marketing conference) was called “PPC vs. SEO: Can’t We All Just Get Along?”. The panelists drove home some important points about SEO and SEM working better together. One of the most interesting statistics was that a paid ad can get you more clicks on your organic search results. I.e., if you rank for a given keyword or keyword phrase, putting SEO and SEM together will get you better results (89% more clicks, according to a recent study!). Sounds like SEO AND SEM is the way to go.
Of course, every situation is different, so the best thing to do is test! Here at Web Gnomes we love data, because it speaks the truth. If you would like to explore how you may best leverage SEO and SEM together (and enjoy true Internet success), contact us today!