SEM and SEO are unique search marketing elements. But when comparing SEM vs. SEO, you will find that they have both overlapping similarities and separating differences.
SEM vs. SEO: The Similarities
Both help a brand appear in the results of the search. One of the basics of SEO and SEM is that both aim to help a brand appear on SERPs in prominent positions. The objective of each tactic is to help a brand appear in the search results when users search for specific terms related to the industry, business, or offerings of the brand.
Both are designed to drive a website with more traffic. Both are aimed at gaining visibility on SERPs, but more importantly, driving traffic to a website. Each strategy uses tactics to increase click-through rates (CTR) and get more users to click on the results of the search.
To uncover popular search terms, both use keyword research. In order to identify the best keywords to target, the first step for both SEM and SEO is to perform keyword research. The research includes looking at keyword popularity to determine the top keywords that your ideal audience is looking for or buying keywords.
Both of them need to know your audience. You need to have a good understanding of your audience and how they act to succeed in both strategies. You can get to know your audience, discover what their needs are, and what they are looking for by using buyer personas and psychographic segmentation. Then you can create valuable content that appears when they search for brand-related solutions. It also includes looking at keyword competition to see what other brands target the same keywords and what you need to do in order to compete with those other companies.
Start with Alexa’s Keyword Difficulty Tool or other keyword search tools to perform keyword research. Enter a search term related to your industry, business, products, or services and view a list of related terms of search along with scores of popularity and competition. Both target keywords specific to each other. Both strategies focus on specific keywords identified during keyword research. Keywords are at the heart of each tactic.
Both require continuous optimization and testing. If you compare SEM vs. SEO, you should know that you can set and forget neither strategy. To increase performance, both require continuous testing, monitoring and optimization.
SEM vs. SEO: The Differences
Placements for SEM searches include a designation “Ad.” SEO isn’t. Search results that appear to be different on SERPs as a result of SEM or SEO. Paid ads that are placed through SEM tactics are often identified as an ad (e.g. by an icon that appears next to the placement), whereas the search results that appear as a result of organic SEO are not marked in this way.
SEM search results have extensions of advertisements. The results of the SEO search included snippets. You will also find differences in the appearance of the search results when comparing SEM vs. SEO. The results of the SEM search may include ad extensions that may be added to additional links, phone numbers and callouts. On the other hand, with featured snippets in search, SEO results may appear.
Every time a user clicks on a result of SEM, you pay. When a user clicks on a SEO result, you don’t pay anything. SEM results are paid placements, and every time a user clicks on the result, your brand is charged. You must therefore have a budget to continuously display SEM ads and use this PPC lead generation form. On the flip side, when a user clicks on an organic search result, you will never be charged.
The results of SEM show a selected target audience. The results of the SEO are not. While a plan to connect with a selected audience drives successful SEO and SEM strategies, you can only specify that target audience via SEM. By assigning filters based on age, location, income, habits, and more, you can select which audiences you want to see the search results through SEM (depending on the publisher). You can not select specifically who will see your search results through SEO.
SEM’s impact is immediate. It takes time for SEO. You can start placing your results in front of the audience with just a few clicks through paid SEM ads. Your ads will start showing in SERPs as soon as you launch a campaign. You can turn ads on at any time to increase visibility or turn them off to stop displaying. SEO, on the other hand, is something you buy over time and typically over a long period of time. It may take months before a brand starts ranking on search engines to implement a SEO strategy.
Because you can turn off and on paid ads right away, SEM is a great testing strategy. Over time, SEO adds value. It’s not SEM. SEM is active only as long as you pay to display your results. Your SEM strategy is over once you turn off your ads. The opposite is SEO. Over time, the SEO strategy is growing and compounding, leaving lasting results.
If you can get to the top, SEO has a higher click-through rate (CTR) than SEM. Usually, the first few organic search results have the highest CTRs. So you can probably outperform SEM ads if you can get to the top. But if you appear on or below the second page of results, you may be able to get more clicks via SEM.