There is a lot of debate currently going on regarding SEO and SEM and the differences between them. SEO stands for search engine optimization while SEM stands for search engine marketing. First, let’s cover the basic definition for SEO.
SEO includes natural methods of making a website search engine friendly. Changes are made to the website itself for the purpose of trying to make search engines recognize the website as important and popular. Every search engine uses algorithms (mathematical processes), to determine how popular and important a website is. The search engine then uses these algorithms to determine where a website shows up in the search engine results when specific keyword terms are searched by users.
When a website is search engine optimized, the focus is placed on quality keywords, quality content, proper html code and inbound links to name a few. These are things which can naturally be changed to give a website a leg up in the search engine results.
Regarding SEM, some will argue that it includes all aspects of search engine marketing (including SEO), while others argue that SEM deals more with pay per click (PPC) and paid online advertising. When it comes down to it, any form of online website marketing can be deemed SEM. SEM includes the use of SEO and other marketing methods such as paid advertisements and pay per click ads.
The main difference is that SEO just covers the natural methods of making a website search engine friendly while SEM covers a broad spectrum of online website marketing. Some websites only use SEO to gain an advantage in the search engines, while other websites take advantage of the other online marketing resources which are available to them.
One of the reasons why website owners may use other SEM tactics aside from SEO is due to the fact that natural SEO takes time. Even a properly optimized website will not display as the number one website in search engine results right away. It takes time for natural methods to move the website higher up in the search engine results. If a website owner wants to see traffic results right away, they may opt to use PPC or online advertising methods to make their website visible.
When using these other methods of online advertising, a website owner pays a fee to search engines for displaying their website information where users can easily find it. Most often times, these ads will display at the very top of search engine results or on the sidebar. The advertising fee is only charged when a user clicks on the ad (PPC or pay per click). These ads may also appear on other websites that has content which is relevant to the advertising website’s content.
There is also straight advertising on someone else’s website. This often includes having banner or graphic ads displayed on a website with the purpose of promoting your website. The advertising cost is paid to the website owner or company directly. Some websites also offer pay per click advertising like the search engines as well.
There are several ways a website can be marketed online. SEM covers all of these methods, while SEO only covers the natural methods and changes which are made to a website to make it search engine friendly.