Digital marketing encompasses all approaches, strategies, and tools used to achieve a brand’s marketing objectives online and via electronic devices. It includes email, social media, website content, and online ads. There are two main approaches in the digital marketing world: SEO and SEM. To create an impactful digital marketing campaign, it’s advisable to use both SEO and SEM strategies.

Defining SEO

SEO is search engine optimization. It involves optimizing a brand’s website to improve its positioning in search engine results pages (SERPs). Optimization can include incorporating certain keywords and phrases into the content, as well as technical issues such as improving the load speed of webpages. Although SEO encompasses a wide variety of techniques, one thing they all have in common is that they do not require the paid placement of ads. Rather, the goal of SEO is to attract Internet users to the website organically.

Defining SEM

In contrast, SEM, or search engine marketing, does use paid advertisements. When marketers talk about SEM, they are most often referring to Google Ads (formerly known as AdWords). With Google Ads, you can set up a budget, write ads, and have your advertisements appear on SERPs. However, SEM can also refer to social media ads, such as those appearing on Facebook and Twitter.

Understanding How SEO and SEM Work Together

SEO and SEM work hand-in-hand to improve your brand recognition and draw more customers to your business. Both approaches require smart keyword research and compelling writing that entices customers, and both approaches are quite versatile. Utilizing both SEO and SEM will boost your business’ visibility. However, it’s important to note that the results will follow different timelines. SEO is a long-term strategy, and it can take a while to see significant results. SEM, on the other hand, can boost website traffic fairly quickly. As such, if your business is relatively new, you may want to focus on SEM first, and then work on improving your SEO.

Digital marketing can require a considerable learning curve, which is why many business owners choose to outsource their marketing needs. Partner with Smargasy, Inc. for complete digital marketing services, including organic content marketing and paid advertising. You can reach our friendly staff in Fort Myers, FL at (239) 214-8592.