On our last article Inbound Marketing and SEO, we described how to combine Inbound Marketing and SEO efficiently to optimize your website, focusing on the benefits of blogging.
But Inbound Marketing is not the only strategy that you should combine with your SEO. In this article we will focus on why you need a combination of SEO and SEM for your business to be successful.
What happens to the online businesses that do not apply SEO and SEM on their Digital Marketing Strategies?
The answer is easy; their competitors beat their sales. And what´s the best way to avoid that? To find the balance between SEO and SEM and to fully implement both in your digital marketing strategy.
By now we are all aware that SEO (Search Engine Optimization), is the process of improving the ranking of a website in the organic results of the various search engines. SEO aims for organic results that we are not going to pay the Search Engine for, but it’s important not to assume that because organic search traffic can be obtained for free, SEO is free; it actually demands a lot of proactive content marketingimplementation.
SEM, on the other hand, refers to techniques that will improve the ranking of a website by using paid adverts that will appear on the search engines for specific keywords. Given the fact that Google is the search engine used by the vast majority of users, the most common search advertising tool is Google Ads.
We conclude that both SEO and SEM will improve the ranking of your website in search engines, so unifying both SEO and SEM strategies will help you achieve greater results in terms of performance. With SEM you will go the fast way obtaining a better ranking on search engines by paid advertising. Meanwhile your SEO strategy will be doing the long-term work.
While obtaining SEM’s short term results, you can be obtaining a lot of relevant information about your audience and also what are the most searched keywords. This information will help you finding out about your different buyer personas, which is mandatory to grow your business.
With SEM we will obtain short term results and with SEO, the medium and long term.
Prior to start working on your SEO and SEM strategy, the following steps are required to ensure your efforts are being built on a solid base.
- Make the most out of your Google Analytics account: Firstly, you need to know the organic traffic that your website is receiving and where its coming from, this will help you recognising and spotting opportunities addressed to increase your traffic. It is very important to understand where your valuable traffic is coming from in order to adjust your SEO and SEM strategy and increase the quality traffic that will convert. The only way to do this is logging into your Google Analytics account and carefully examining the data.
- Next, go ahead with the Keyword Research: At this point, you need to recognise what keywords and search terms people is using when searching the products or services that you are trying to sell. Google Ads Keyword Planner can give you an idea of the search volume for specific keywords. You can also use Ubersuggest or SEMRush specially designed for SEM.
Utilising the insights that you have identified on the previous steps will allow you to start your SEO and SEM campaigns and start attracting visitors.