SEO and SEM are the dynamic duo for driving traffic to your website. Discover the power of these strategies by exploring this article.



Digital marketing is the key to sharing your products and services with your clients. While traditional advertising methods for your business can be effective, they hardly cover the needs of the 21st century. That's why digital marketing can help you reach clients easily and engagingly.

Having built and launched your website, you may notice that it's not showing up on Google or not getting as many visitors as you would've hoped.

This is where SEO and SEM strategies come in handy, as they allow your business to hit higher Google rankings, thus, gaining more clients. In other words, if introducing your products to the customer is your top priority, SEO and SEM should also be.

If this is all new to you, don't worry because, in this article, you will learn the basics and differences between SEO and SEM and how to use them to make your website more visible to potential customers.

What Is SEM?

You can direct traffic from search engines to your website using search engine marketing (SEM). This traffic may come from either organic or paid results or both. Pay-per-click (PPC) is used to gain traffic from paid results, whereas SEO gets traffic from organic results.

In other words, SEM includes both SEO and PPC.

Now, talking about SEM, it's a must to know about PPC considering its importance in leading traffic to a specific website.

So, What is PPC?

Generally, pay-per-click advertising, or PPC, involves charging the advertiser a fee each time one of their ads gets clicked.

When the PPC plan is appropriately implemented, the cost is insignificant because each click is worth more than you are charged. For instance, if you pay $2 for a click and the click generates a $200 transaction, you have a profit.

PPC advertising functions differently depending on the platform, but generally speaking, the steps are as follows:

  • Depending on your goal, pick the appropriate campaign type.
  • Define your aiming and settings (audiences, devices, locations, schedule, etc.).
  • Indicate your spending plan and bidding approach.
  • Enter the destination URL (landing page).
  • Create your advertisement.

Once the ad is up, an algorithm will decide where and when it will display, how much you will pay for a click on it, and other factors based on your budget, bid, campaign parameters, and the effectiveness and relevance of your ad.

And as Google is the most used search engine, Google ads are the most popular form of pay-per-click advertising.

Businesses can build ads through the Google Ads platform that display on Google's search engine and other Google domains.

Whenever a search happens, Google goes through the array of advertising and then determines the best ads to view based on several variables, such as the standard and suitability of the keywords and ad campaigns and the volume of keyword bids.

What Is SEO?

Search engine optimization is a part of SEM that employs an algorithm or established practices to determine which pages to display for any query. These algorithms are developed to consider numerous ranking elements to high-rank a specific website.

What marks SEO is that it relies on organic traffic, which means that advertising through SEO is not paid.

So, as the name suggests, search engine optimization works on optimizing content for Google to see it worthy enough to display it among the first choices.

To be more accurate, 75% of people search for items on Google making it the standard search engine.

Therefore, when you hire SEO specialists, they will be able to understand the ins and outs of Google's search algorithms, taking into account the speciality of your products, your target audience's needs, and reliable SEO elements.

Technically speaking, search engine optimization consists of two equally critical techniques, off-page SEO and on-page SEO.

On-Page SEO: on-page SEO covers the part of content and keyword research, which is writing about the products, services, or technically anything else you see on the internet according to SEO rules and, most importantly, using the keywords that Google finds relevant to the topic and matches people's query.

Content includes on-page descriptions, meta descriptions, blogs, and articles that should be written in an engaging, simple, and easy-to-understand way.

Off-Page SEO: Off-page SEO happens offline, the process of building behind the scenes, such as backlinks, which are considered a primary factor of SEO.

It's done by sharing the link of the website that you want to high-rank into other websites to build a relationship between the audience and the content, leading it to be active in more places and gain as much reputation as possible.

By doing this, your website will grow faster, and Google will be more likely to notice you through the relationships between links you have accomplished.

Google calls this strategy "PageRank", which is the reason behind defining the site ranking as a quality source of information.

How Do These Strategies Help?

As a traditional online marketer, you build an appealing website and wait for people to find it.

It's not the case anymore because as the digital market is expanding, more and more companies that provide the same services you do are now online and probably already have higher ranks than your website has.

That's when SEO and SEM services work hand in hand, with all the strategies mentioned above, to help make websites more visible for Google to pick them and view them among the first pages of search results.

Search engine optimization and marketing agencies are all about giving you a chance to optimize your offerings while considering many factors. Therefore helping your business gain more visitors, get higher ranks and suggest your company to possible customers.

With a bit of patience, you can have your small business flourish in ways you can't even imagine. Just trust the process, as it takes time, but once you see its fascinating results, you'll realize it's worth the wait.