By Anna Minton
By Anna Minton
One of the biggest goals of any digital marketing professional is to increase brand awareness and visibility- especially with your website.
Search engine optimization (or SEO) is the process of ranking organic results in search engines. The goal is to have your website and your results listed higher up in search results and to increase site traffic. SEO works through four easy steps: content creation, crawling, indexing, and ranking. Through these four steps, the search engine will determine how your site is displayed within its search results.
Some benefits of utilizing SEO are that it makes your website more visible, and increases traffic to your website. Not only that, SEO increases the quality of traffic to your website, as the people visiting your site are the ones that are actively searching keywords connected to your site content. This means that good SEO can turn website visitors into leads. In addition, SEO allows you to become more conscious of your brand, and is a valuable tool for brand awareness and creating purposeful content.
Search engine marketing is very similar to SEO- with a couple of key differences. The main difference between SEO and search engine marketing (SEM) is that while SEO only focuses on organic search results- SEM drives traffic to your site via paid results. When using SEM, you also are able to supply your own keywords and phrases that the algorithm will use to rank your website on search engines. SEM Content is created with three key components: written copy, ad creation, and audience searches.
Some benefits of using SEM are that it increases the brand awareness and visibility of your organization’s site, and is an incredibly affordable way to advertise your business. SEM also delivers faster results than other forms of digital marketing. In addition, SEM allows you to target your audience based on location, to ensure you are taking advantage of a specific audience or customer base.
SEM is also intent-based marketing, which means that people are most likely already searching for your organization or the things that your organization provides. If your organization is not highly ranked SEO-wise, then SEM can help put you at the top/add to organic results or any other channel. From a cross-channel perspective, people may see your ad elsewhere and search for your company, products, or services.
While SEO and SEM are both very similar- the most considerable benefits for an organization come from leveraging both. When you use both strategies, SEO lays the foundation in order to convert and retain your audience and customers generated by SEM ads. Some more specific benefits include:
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