These are the Marketing techniques being adopted by the marketers to reach out to the potential consumer and extend the business reach using the internet as a media. Often people consider these terms as same and many times they get confused also.
The search engine optimization refers to the technique of increasing the quality and quantity of website traffic, increasing visibility of a website to the users of a web search engine.
While the search engine marketing or pay per click advertising refers to technique of marketing a business using paid advertisements that appear on search engine results pages.
Both the techniques are very essential to the modern days business online marketing and are being used extensively to gain the upper hand over the market segment. The very purpose is to increase the demand for the products and services and uses different tools to serve the purpose.
The SEM is inclined towards paid search and places products and services in front of the target audience to persuade them to opt for them, the SEO uses keywords to drive traffic and linking to optimise website to organically increase search engine result pages ranking.
The common questions that have been doing rounds are that which is better technique, the Search Engine Optimization or the Search Engine Marketing and which is more suitable when it comes to deriving benefits?
An objective and straight answer to these question cannot be inferred, and will also not do the justice to either if we choose one. Even a comprehensive study and understanding of both the techniques fail to demark the upper hand of one technique over the other.
While the Search Engine Operation technique aims to provide better organic search results, Search Engine Marketing Technique uses the search engines to advertise website or business to customers and send the targeted traffic to the Web site.
The SEO technique helps in making the website more visible and SEM tools viz paid advertisements, or sponsored links are displayed beside the search results. The SEO help in ranking higher to increase the chances of being visited and creates a platform for the SEM tools to take hold of the business advertising. If we see and analyze both the techniques, it could be concluded that the SEO and SEM are not competing techniques rather they are complementary techniques.
The SEO technique aims to fetch high-ranking in the search results page of a search engine, and since the Internet users often do not click through pages and pages of search results, so where a site ranks in a search results page is essential for directing more traffic toward the site. The higher a website naturally ranks in organic results of a search, the greater the chance that site will be visited by a user and hence plays a vital role in online marketing that can boost the return on investment on SEM efforts by providing the desired platform to apply and operate the SEM tools.
Going by the platform, tools, and applications one can conclude that the SEO and SEM techniques work in–tandem to derive the desired results. The SEM operates over the platform that is built by around the SEO tools and the SEO’s benefits are visible only when the SEM tools applied correctly. They both complement each other to ensure the favourable results.