Marketing jargon is in constant flux. Today we learn about one concept, and tomorrow we’re bombarded with three more. It can get confusing at times, especially when you have two very similar terms—such as SEO and SEM. Often times, these two terms are used interchangeably, which adds even more confusion to the mix. Do not worry though, because in this article, we’re going to clear the air once and for all, and help you figure out how to integrate these two client acquisition methods in your overall marketing strategy.

Search Engine Optimization (SEO) in Milwaukee

SEO is a complex type of online marketing, because it is one that is constantly changing to keep up with search engine algorithms. For example, techniques that worked in the past, such as keyword stuffing (the practice of adding as many keywords as possible inside your content), is not only ineffective today, but downright detrimental. However, the objective of SEO remains the same: to organically achieve higher positions on search results for keywords that are relevant to your customer base.

To achieve this, marketing companies will use both on-page and off-page SEO techniques. On-page techniques may include:

  • The optimization of metadata, such as the title tag within a page, the meta description that appears on your Google placement, image alt tags, and heading tags.
  • The optimization of page copy by strategically inserting keywords into the content.
  • The optimization of the URL to be as short, concise, and as clear as possible. Here, the marketer will also include relevant keywords to help boost the page’s ranking.
  • Page speed optimization.
  • Social media sharing integration on relevant content.

In terms of off-page SEO techniques, you have:

  • Link building, which is the process of obtaining high quality inbound links in order to improve the authenticity and authority of your content in the eyes of the search engine algorithm.
  • Increasing website traffic from social media platforms. This is also known as social signaling, which is another key component to increasing the authority and authenticity of a website.

Search Engine Marketing (SEM) in Milwaukee

While SEO focuses on an organic appeal to the search engine algorithm in order to increase the overall visibility of your website, SEM takes a more direct approach by using paid advertisements on search engines such as Google or Bing. These ads are often referred to as pay-per-click, or PPC ads, due to their monetization model.

Naturally, SEM is much less complex and labor intensive than SEO, mainly due to the advertising tools built by the search engine provider. All you have to do is research a set of keywords, set up an ad budget, launch the campaign, and then monitor metrics such as impressions, clicks, average cost-per-click, and click through rates before. Then, you can analyze its performance and make small improvements here and there based on what you’ve learned from your initial campaign.

Choosing between SEO and SEM in Milwaukee

So, which is best—SEO or SEM? The truth is that the two online marketing methods are complementary. While SEM may seem less expensive in the short term, it ends up costing more in the long run, and SEO will become much more effective as it picks up steam. However, if you’ve just launched your website and would like to build a client base right away, SEM will help you attract the attention you need. In some cases, the best strategy is to build your SEO over time, while using SEM when you need a spike in traffic or conversions.

If you would like to find out more about how to make the most out of SEO and SEM in Milwaukee, contact us today!