Search Engine Optimization vs Search Engine Advertising: Everything You Need to Know
Getting ready to start marketing your website?
Want customers to easily find your business in search engines?
If you’re getting started with search engine marketing or SEM, it can be overwhelming. There are a lot of terms that you need to understand.
Luckily, the basics are a lot simpler than you may think.
Keep reading to learn about the main differences between search engine optimization and search engine advertising.
Basics of Search Engine Optimization (SEO)
So what is search engine optimization? SEO is a term that relates to making your website more visible in search results. Boosting your SEO is crucial for a website in any industry.
Since search engine crawlers look at a variety of different aspects to determine the value and relevance of any website on the web, there are ways you can increase your standing.
SEO is a great way to get more traffic to your site in the long term. However, it can take months before your website sees results.
The benefit, however, is that once your website has excellent SEO, Google will begin to send plenty of free traffic your way.
One of these tactics is to strengthen on-page SEO by adding more valuable content to your site and optimizing your website’s technical design.
Great copywriting and valuable content is at the core of SEO. However, it’s also important that your website is technically optimized, and that your website loads fast.
To boost SEO, it’s also important to strengthen off-page SEO as well. This can include creating a better backlink profile and gaining high-authority recommendations for your site on other parts of the web.
Your page-rank is at least partially influenced by other websites. As a result, when other websites link to yours, Google takes notice and this can strengthen the value of your site.
Keep in mind that it’s important to use only white hat link building strategies. Some sneaky tactics can get you penalized by Google.
Basics of Search Engine Advertising (SEA)
Search engine advertising is similar to SEO. However, instead of optimizing your site and waiting for Google to take notice, you will instead be setting up ad campaigns using a PPC network such as Google AdWords or Bing Ads. Your ads will then be displayed alongside search results.
You will most likely be running a pay per click (PPC) campaign, which means you will pay a small amount for every click that you receive on your ad.
PPC advertising is often misunderstood, but the truth is that even if you are already getting plenty of organic traffic it can be useful for your business.
In order to achieve results with SEA, it’s important to create campaigns that are focused towards a target audience. You’ll need to learn how to optimize a PPC campaign to receive clicks and achieve results.
You can choose how much or how little you pay with PPC and it is very scalable. This means that if you find something that works you can push it further and maximize your ROI.
Compared to SEO, search engine advertising can be a much better choice if you’re looking to achieve immediate results.
Which Should You Use?
By now you may have guessed that the best way to promote your business and website is by using a combination of both SEO and SEA tactics.
SEO is a must-do to get traffic in the long run. It can take a lot of work, however. It can also take a while for you to see the full effect of your efforts.
SEA, on the other hand, can be great if you want to attain immediate and highly measurable results.
Both tactics can be great to use for any business that is trying to achieve success or gain new customers.
If you’re looking for ways to drive traffic to your business website, it’s important to weigh your options and determine whether you want to focus on SEO or SEA. Most likely, you’ll find that the best choice is to use a combination of both.
Do you need help implementing your SEO or digital marketing strategy? Contact us today to find out more about what BlueTextDirect can do for you.