Search Engine Marketing (SEM): The Key to a Well-Balanced Digital Marketing Strategy?
As an agency, we understand that navigating the digital landscape can be challenging. One of the most basic, yet critical components of an effective digital marketing strategy is search engine marketing (SEM), which encompasses both organic and paid search. What is the difference between these two and why are both important? Let’s dive deeper into these topics.
What is Organic Search?
When you enter a search term into Google or another search engine, the search engine returns a list of search results. These results, known as organic search results, are ranked by the search engine based on their relevance to the search term, the authority of the website, the quality of the content, and other SEO (search engine optimization) factors.
One of the advantages of organic search includes that it is “free” – that is, you do not pay for each click or impression – and it can help build long-term brand recognition and credibility. However, optimizing your website to achieve high rankings in organic search results can be time-consuming and resource-intensive, and it can take time to see the results of your SEO efforts.
What is Paid Search (also referred to as SEM or Search Engine Marketing)?
Paid search refers to ads that appear on top of or next to organic search results. The most common payment model for this type of advertising is pay-per-click (PPC), which means that you pay an amount every time someone clicks on your ad.
The advantage of paid search is that it can produce results in a much shorter term. You also have more control over who your ad is shown to, as you can target ads to specific keywords, geographic areas, behaviors and user demographics.
Why Are Both Important?
Although organic and paid search work differently, both are important parts of a successful digital marketing strategy.
Organic search is critical to building long-term brand recognition and credibility. By optimizing your website for search engines, you can ensure that your business appears in search results when potential customers search for the products or services you offer.
On the other hand, paid search can help you achieve more immediate goals, such as generating leads or increasing sales. With paid search, you can get your ads in front of potential customers quickly, and you can fine-tune your targeting to reach the most relevant audiences.
The conclusion is that a balanced digital marketing strategy should include both organic and paid search. By using both of these tools together, you can ensure that your business is visible to potential customers no matter where they are in the buying process, and no matter what goals you are working towards. We naturally recommend using a professional agency or a certified Google expert, and are happy to make ourselves available to you , regardless of whether you want some help with search engine optimization (SEO), or want someone to take care of your digital marketing.
