The beginning of the digital era significantly changed how everything works today, particularly in the business world. One of the ways to make sure that a business becomes successful is through good marketing strategies. These techniques help promote and sell products/services through traditional market research and advertising. In the eve of digitisation, these strategies were applied online through email, social media, and search marketing and became what is known today as digital marketing.
Digital marketing refers to any marketing assets or efforts that are online. Some of these assets are websites, video and written content, images, and social media pages to name a few. As for strategies, two of the most effective ones are search engine optimisation (SEO) and search engine marketing (SEM). These strategies and the relationship between them are the focus of this article.
This a digital marketing method used to optimise a company’s website for it to rank high on the search results list and enable it to maximize the number of natural/organic visitors or traffic. It also refers to the process by which search engines like Google, Yahoo, and Bing “crawl” content on a website and assess its effectivity to attract traffic. Some of the elements that these search engines evaluate are keywords, tags, and link titles. On the other hand, the crawlers look for link patterns, quality content, and whether a website is designed for users to have a flawless experience.
Each category has its own elements:
An effective SEO plan does not consist of or focus on just one of these techniques. A good SEO agency in Singapore can come up with a strategy that combines all of these techniques to acquire desirable results.
On the other hand, search engine marketing is a form of digital marketing that utilises paid tactics to obtain visibility in the search results page. It gathers relevant traffic from search engines through sponsored or paid listings.
SEM usually refers to a pay-per-click form of advertising, particularly Google Adwords which is most commonly used for this technique. With this strategy, companies create campaigns that target the best-researched keywords for their products, services, or industry. When users input these keywords, they see ads in the search results page and when a user clicks on the ad, the company is then charged.
The main similarity between SEO and SEM is the fact that they both help websites appear and rank high on search results pages. On the other hand, the fundamental element that differs one from the other is that SEM uses paid strategies to appear in searches while SEO utilises organic methods to do this.
Here are some other factors to distinguish these two strategies:
Both of these tools rely heavily on keywords to generate traffic for websites although the strategies they use are different, both focus on traffic flows and its relationship to marketing efforts or activities.
SEO can be considered the foundation for great SEM and when both are properly set up, there is a greater chance of generating high-quality traffic and enhancing conversion rates. If a website itself is SEO-friendly and properly targeted ads are using the correct keywords, then SEM activities have a better chance of being successful by showing up at the top of paid searches. But to do this, a website must have good SEO strategies in place for it to be considered credible by Google – this can be achieved by hiring a reputable SEO or SEM company in Singapore.
For business owners, these tools are very important to get their brands known online and hopefully generate more leads or conversions. The right agency would understand the importance of utilising both these tools to meet their clients’ goals. So it should go without saying that when looking for a digital marketing agency, one of the criteria must be that it offers both SEM and SEO packages in Singapore.