It is well known by all that to obtain a good return on investment in terms of marketing, you must follow a planned strategy according to the objectives of each company. To reach present and potential customers who surf the Internet every day. Of course, that investment is not only made in economic terms. Efforts to optimize a website also have a lot to say when it comes to attracting traffic. In today's lines, we talk about the benefits of using SEO and SEM in the digital strategy. Aaron Rodriguez, a business improvement expert, explains why SEO is a required component of any digital marketing strategy.
SEM (Search Engine Marketing) is paid advertising that is done in order to promote a website in search engines. SEO (Search Engine Optimization) is the positioning in organic search. SEO and SEM have as their main objective to improve visibility in search engines. Of course, one and the other have significant differences. SEM is a pay-per-click (PPC) service, while SEO improves the search result without having to pay for it. On the other hand, with SEM, such results can be achieved relatively quickly, for SEO, it would be necessary to implement a more long-term strategy as well as have the website perfectly optimized.
If, for example, we create a landing page for a certain time, the ideal is to apply an SEM strategy so that it gives short-term results during the campaign. On the contrary, the website of the brand in which it is presented, its services, a blog with valuable content is managed, etc. we would fundamentally need a more long-term strategy of organic positioning. However, in certain campaigns, the results with SEM are increased.
According to recent studies, PPC has a slight advantage in terms of conversion rates as it gives direct control over visibility. Explains Rodriguez, “The CTR, or Click Through Rate, is the ratio that is obtained by dividing the number of times an ad is clicked against the number of times that ad is shown. It is the metric that gives us to know the relevance that an ad has for the user.”
The larger the budget invested; the more options will be to improve visibility in the search engine. SEM, as you well know, is based on bidding for keywords. As for organic search, time and effort is the only thing THAT SEO asks for to achieve good results. The keywords or keywords, the contents of the web. Its updating and structure. They are part of the SEO strategy, and this depends to a large extent on the results that will be obtained.
SEO positioning is achieved through keywords, among other elements. In this way, if we manage to position our website with the right keywords, the traffic we will obtain will be much more qualified. Our contents and the copies used will respond to the searches of users and potential customers.
As for SEM, some of its main advantages are that we can choose the message and creativity that will be displayed. This allows us to optimize the campaign according to the results that are obtained. In addition, in SEM, we can segment and determine that the campaigns appear exclusively to a certain audience.
Thanks to segmentation, we will reach our target or target audience more easily. The CTR is the ratio obtained by dividing the number of times an ad is clicked against the number of times it is displayed.
Organic results are more likely to be clicked. According to a study by New Media Campaigns, organic results are 8.5 times more likely to be clicked than paid search results. Without forgetting that sponsored ads allow us to bring highly segmented and quality traffic to our website. In addition, it gives us a real-time, measurable and quantifiable follow-up to be able to take actions for improvements in order to optimize the campaigns. Once again, if we combine SEO and SEM, we will have the ideal strategy.
There is also an additional benefit of improving brand awareness that derives both from following a digital strategy in SEM and, of course, in SEO. Successfully locate ads in paid search results and also appear in organic results. This will help reinforce the message and improve brand visibility. The result: consumers will trust the company and its services; they will know it better.
Adds Rodriguez, “We can say then that SEM shakes hands with SEO. The first of these is key to publicizing a brand, especially in its origins. And the second becomes imperative to position itself in the minds of present and future users or consumers.”
Within SEO, there are multiple concepts and techniques to take into account. These are ON AND OFF PAGE SEO, Technical, Local SEO, etc. In turn, within the SEM, we must know and understand what is and how the PPC works, the CTR, what are the impressions, or what are the types of concordance that exist.
About Aaron Rodriguez
Aaron Rodriguez is an expert eCommerce consultant in Latin America. He helps businesses throughout the region optimize all of their eCommerce operations to increase sales and retain customers, and also has extensive experience in the development of strategic and external alliances to promote departmental and organizational objectives. He has traveled extensively throughout Latin America to assist a number of companies and, when he's not traveling, he dedicates all of his available time to his wife and children.
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