Any strategy that benefits a brand in increasing awareness by ranking on search engine results pages is referred to as search marketing. It comprises efforts to maximize search engine rankings and visibility to increase website traffic.

There are two main strategies in search marketing:    

SEM or Search Engine Marketing uses paid strategies to improve a brand’s ranking in search engine results. SEO or Search Engine Optimization are non-paid and are used to improve a website’s ranking in search engine results organically.

Search Engine Marketing

SEM, or search engine marketing, is commonly seen as the element of search marketing that uses sponsored methods to increase a website’s visibility in search engine results pages (SERPs). A paid SEM strategy involves both the tasks of creating and optimizing advertising and the establishment of a budget to cover the cost of sponsored content.

The most popular search engine for this method is Google Ads. Brands use this strategy to do keyword research and campaigns that target their industry, offerings, or goods. When consumers search for specific related terms they see these personalized adverts. But the brand does not pay Google Ads unless a user clicks on its Ad; this is also known as PPC (pay-per-click) marketing.

Search Engine Optimization

Search engine optimization, often known as SEO, is a sort of search marketing that uses natural and organic approaches to increase search engine ranks. When employing SEO, companies do not have to pay for top placement on result pages. They utilize various techniques to persuade search engines to prioritize their content since it is relevant and trustworthy.

Three basic SEO techniques may assist a brand boost its search engine rankings:

• On-page SEO 
• Technical SEO
• Off-page SEO

SEM vs. SEO

Similarities found in both SEO and SEM include:

• Both use the same keyword tactics to help a business appear on search engine result pages.
• These search marketing techniques help you gain more visitors to your website. 
• Both need the same customer strategy. Both of these require you to understand your product’s customers. If your content focuses on pleasing the audience, the search marketing techniques will rate your website high. 
• Both techniques require keyword research. 
• Both strategies require continuous attention, modification, and testing. The strategies need to be optimized regularly to assist your website’s performance.

Differences

Differences between SEO and SEM include:

• SEM includes advertisements whereas SEO does not. On Google, paid ads that appear as a result of SEM approaches are frequently known as advertisements, but search terms gained from organic SEO are not.
• There are ad extensions in SEM search results.  When comparing SEM with SEO, you’ll notice that the look of the search results differs. Ad extensions, including contact information, appear in SEM search results. SEO rankings, however, may show in searches with highlighted snippets.
• You are charged for every click you get on SEM. But on SEO click results, you don’t pay anything.
• The results of SEM are only shown to a particular target audience. This does not apply to SEO rankings.
• SEM is the only way to narrow down that target demographic. Using SEM, you may decide the populations you want to view the web pages by applying techniques based on age, geography, wealth, interests, and more. You can’t pick and choose who sees your query results if you use SEO.
• SEM has an instant effect. SEO is a time-consuming process. With sponsored SEM advertisements, you can easily put your results in front of your targeted audience. Your advertisements appear in Google as fresh as a new campaign. You may switch to raise or decrease the visibility of an ad. On the other hand, SEO takes a lot of time, and can only be learned over a lengthy period of time. After executing an SEO strategy, it might take several months for a brand to start ranking on search engines.

Which is Better?

Choosing which strategy is best for your marketing plans will be straightforward after researching SEM vs. SEO. Use the one that fits your needs best, you can also analyze the following to determine which is best for your brand:

1. Competitors

Before choosing how to compete with your competitors, look at what they’re doing in search marketing. Look at how they employ purchased keywords to attract traffic to their website. Look for your firm and weak spots in SEM and SEO.

2. Knowledge

If you’ve been in the industry for enough time and have a good idea of what your clients need and how to reach them effectively, you should start developing a durable SEO plan that will generate higher returns. If you’re unsure how consumers or rivals will react to your goods or content, a SEM strategy that lets you test your thoughts, items, and services can be worth considering.

3. Customer’s potential

Determine your average customer’s purchase cycle. SEM advertisements may benefit you if your goods and services have a quick customer purchasing cycle; this means that your buyers know what they want, seek it, and purchase it. But if your customers take weeks or months to buy a product and consider comparing items to you, SEO is the right option for you.

4. Pay-per-click (PPC)

Calculate the average pay-per-click for the keyword. Do some research and determine the cost of a keyword that appears in paid search engine results. The price of a keyword’s pay-per-click changes based on demand. If your pay-per-click is low, SEM can be the most excellent option for you. On the other hand, a costly pay-per-click term means that you should focus on SEO.

5. Brand’s growth

Improving your SEO and starting to appear naturally in the top search results will take time if you have just started your brand’s website. In this case, using SEM is the better option as it will help you reach more customers and give you time to make your SEO stronger. But if you have an already well-established brand with a fan following, sticking to a long-term SEO plan is enough.