Search engines power the way we use the web. Modern search functions do far more than the earliest indexes of site locations — today’s algorithms have been built to serve results that best suit a user’s intentions. Complex ranking criteria and an ever-evolving method for analysing the contents of a web page for relevance mean that standing out online is a job that requires ongoing attention.
Attracting attention to your brand or business requires understanding the importance of search engines and an articulated strategy for achieving the desired results. To do so, disciplines including “search engine optimisation” and “search engine marketing” have taken centre stage for businesses online. What’s the difference between SEO and SEM, and why do they matter?
What SEO is All About
Search engine optimisation refers specifically to techniques applied to and for your website and the content hosted on its pages that work to help you rank “organically.” SEO techniques include on-page work, such as structuring and building content specifically around high-value target keywords. The goal is to make the content appealing for search engines to rank higher when users search those terms. Off-page SEO, which includes developing backlinks and a stronger online presence, also contributes to a better ranking.
In short, search engine optimisation is all about achieving better organic results for your business through better design and content decisions. Ultimately, SEO is just one part of an overall strategy for bringing users to your website. Ultimately, it resides under a broader umbrella that includes “search engine marketing,” or SEM.
What is Search Engine Marketing?
Paid search results are the counterpart of organic search results. For example, we’re all familiar with the ads placed at the top of some Google results. This pay-per-click marketing, or PPC, uses a bid system to allow competitors to pay for top-line ranking for specific keywords. PPC is virtually synonymous with SEM today.
Successful digital marketing relies on both SEO and SEM strategies. Effective search engine marketing in Calgary comes from targeting the most valuable paid keywords and a counterpart strategy for organic ranking. This combination gives your business its best chance to earn clicks from interested search users. PPC advertising gives you quick access to an engaged audience. With compelling ad copy and good keyword selection, it is possible to generate good results quickly at a reasonable cost-per-click.
SEO yields its best results over the long term, as it takes time for search engines to index and rank content. Building quality backlinks requires time, too. However, elevating your organic rankings is essential for continued visibility and for keywords where a high CPC could make it very challenging to stand out in paid search alone.
Tap into Professional Insights Today
Both SEO and SEM are essential pursuits for today’s businesses — not just those operating solely in the digital world, but for virtually all companies. Developing a holistic SEM strategy that leverages the best opportunities in both arenas for your business is a key first step on the road to success.
Learn more about these opportunities and discover what’s possible for your brand when you connect with an experienced digital marketing agency. Say hello to the Digital Lion team today.
Calgary-headquartered Digital Lion, with secondary locations in Edmonton and Ottawa, is a digital marketing and design agency built with a purpose and passion to partner with its clients and provide first-class Web Development, Graphic Design, Logo Design and Online Marketing services. We work with clients across Canada, as well as worldwide, and are focused on being environmentally friendly and giving back to charities that we are passionate about. Our mission is to “Design a Better World®.” Browse our website, follow our social media channels, and contact us anytime for more information on how we can customize a package that meets your needs and suits your style.
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