Sometimes there is a great deal of confusion between search engine optimization and search engine marketing. Although these online marketing techniques are quite different from one another, they share a number of similarities.
Let us begin by focusing on search engine optimization also referred to as SEO and comparing SEO to search engine marketing which is referred to as SEM. Both SEO and SEM require a firm understanding of how they work and where they fit in the online marketing mix. SEO requires a strong knowledge of how search engines work and what it takes to achieve top search engine placement. Search Marketing requires a firm understanding about online advertising, keywords, and ROI.
Both internet marketing methods may appear as difficult subject matter but they are relatively easy to understand. The complexity comes in the actual implementation of SEO and SEM programs. SEO can be explained as techniques that used to drive your search engine ranking. Simply state, where your site is ranked on major search engines is based on your understanding and implementation of SEO best practices.
Search engine marketing is based on an understanding of online ad campaigns that are implemented on advertising networks. The largest online ad network is Google followed by Yahoo! and MSN. These ad networks basically work the same way. You open an ad account, place an online ad, and when users search for terms related to your ad, the advertisement displays. When someone clicks on your ad, you pay a fee.
Search engine optimization is different from search engine marketing in many ways. SEO is defined as the organic result that shows up in search engine results pages after a user generates a query. Techniques associated with SEO are broken down into on-page optimization and off page-optimization. These techniques have their own nuances but are independent of one another.
The purpose of SEO is to generate natural traffic to your website. After a browser completes a search on Google or other major search engine, the resulting list is based on each search engines algorithm. When users click on these results you do not pay. Organic search is usually referred to as natural or free traffic.
SEM is different than search engine optimization for one fundamental reason. With SEM, you pay when someone takes an action. Unlike traditional advertising you do not pay for your advertisement to appear, only when someone clicks on your ad. Your cost varies based on how competitive your keywords are and where you want your ad to display.
Doing business online requires a firm knowledge of both search engine optimization as well as search engine marketing Both internet marketing disciplines can support your online success. If you are not currently comfortable with SEO or SEM, begin with some simple research, explore SEO and SEM products, or subscribe to an RSS feed. Doing so can improve your knowledge and expertise in both of these areas.