Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

According to Kelsey Group’s research, 97% of consumers use the Internet to research products or services in their local area. That’s why SEM is important.

Lets break down the terminology. Yes, there is a difference between the two: Search Engine Marketing refers to all of the forms of Internet marketing that seek to promote to websites by increasing their visibility in search engine result pages. SEM consists of two basic aspects that are Search Engine Optimization (SEO) and Pay-Per-Click (PPC)

Search Engine Optimization (SEO) refers to the process of designing the website code and content so that it so that it would result in higher visibility in one or more search engine’s results. SEO is generally considered as “free” way of optimisation, since in SEO you wont pay for the search engine for optimising your search results. However, I would avoid using “free”, since though there’s no transaction between the company and the search engine, there’s always someone internal or external resource, who has to do the design and optimisation, that is, producing labor costs. Other terms for SEO are organic search, natural search and less frequently, algorithmic search.

Pay Per Click (PPC) refers to paid advertising where by the companies pay for the search engines to arrange and optimise the website’s visibility and/or ranking in the search results of a specific, or multiple search engines. Companies bid on certain “keywords” to rank high in specific search categories using e.g. Google AdWords, which is also often referred to PPC advertising and Cost-Per-Click (CPC).

So what are the advantages and disadvantages of each? Rob Stoke provides a good compilation of the pros and cons of each:

It matters where you rank in the search results. A key term to remember is “Above the fold”, which refers to a search engine results page ranking on the first page that is visible without having to scroll down. Most users will click on the first Google result, and much fewer will click on the second, etc. When you get to the second page, the probabilities for being found by the prospective customer will decrease dramatically. The only time I pay attention to the search results on the second page is when I am desperate to find an answer to something. They say that “the best place to hide a dead body is page 2 of Google search results”, so when optimising through SEO or PPC, make sure your website stays “above the fold”.


About tonikarkkainen

I am Toni Karkkainen 28 years old marketing prospect from Finland. I am Soon to be graduated as a Master's of Science in Economics and Business Administration, from Lappeenranta University of Technology, Finland. I major in Strategy, Innovation and Sustainability and my two minors are of International Marketing Management and Strategic Management. I just finished my marketing minor in California State University in Fullerton, California and I am actively seeking for internship opportunities in the area. I am an innovation enthusiast and I have a natural curiosity in new trends and initiatives, especially when it comes to marketing and commerce in all of their respective channels. That is what I blog about is around these topics. I flag for open communication and sometimes I challenge to initiate discussion, thinking and exchange of ideas between people. I think a healthy self-critique is essential for the development of any individual or organization, including myself. I usually have lot of things to say, in good and in bad, but before this blog, I feel like I haven't had a proper forum to share and discuss about my thoughts. You are very welcome to comment and critique my posts, since they aren't necessarily "the absolute truths" about the topics, but rather my own opinions and thoughts on them. So be Brave! During my leisure time I go to gym, skate and surf, and I try to hang out with my friends always when I'm not busy with work and/or school. I am currently finishing up my studies in California State University where I have been studying for Strategic Internet Marketing, Retail Marketing Strategies, Marketing Information Technology and Consumer Behaviour. As mentioned, I'm in a search for a marketing internship, preferably in Los Angeles. Please see my LinkedIn and other social media platforms for my experience and contact information.
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