Difference between SEO and SEM - Benefits of SEO - Updated

SEM is a marketing method to increase the number of visitors to your site content from search engines such as Google. There are various marketing measures such as listing advertisement and SEO. In the field of web marketing, there are many abbreviations of English letters, and some beginners may think that SEM and SEO are mixed up. SEO measures are search engine optimization, which is to maximize the results from search engines, among other methods of attracting customers to the Web. It refers to measures to continue changing and refurbishing websites and web pages so that they will be evaluated more by users and search engines.

In this article, I will explain the difference between SEM and SEO, how to use SEO and listing ads properly, and the points to do SEM.

Search Engine Marketing (SEM)

The definition of search engine marketing is a general marketing activity for everyone who uses a search engine. SEM is an abbreviation for Search Engine Marketing, and the literal translation is search engine marketing. The reason why SEM exists is that with the development of the Internet and smartphones, it is common to search and obtain the information that users want with a search engine. And, in Ducker’s words, the purpose of marketing is to fully understand the customer and create a mechanism to sell the products and services that suit the customer naturally.

Search engine optimization (SEO)

Some people who know about SEO measures may think that the purpose of SEO is to raise the keyword ranking. However, the original purpose is to maximize conversions such as sales and inquiries by attracting customers from search engines.

To achieve that goal, SEO measures increase the search ranking of keywords and increase the number of keywords displayed at the top to increase the number of customers from search engines and efficiently convert the increased inflow. We will proceed with measures to make it happen. Therefore, it is very important to determine what kind of goals you will achieve with SEO measures and what kind of strategy you will take to achieve your goals.

What is the difference between SEO and SEM?

SEM is a word that has a similar meaning to SEO. SEM stands for Search Engine Marketing, and in short, it is a concept that combines SEO (Search Engine Optimization) and search-linked advertising. The search result page consists of regular search results and search-linked ads.

The normal search result part is called the organic search result, and it is SEO that optimizes this part. On the other hand, the ads displayed at the top of the page are search-linked. You can specify the keywords to be delivered and the target layer. Search ads are only charged when the user clicks on the ad. For this reason, it is sometimes called PPC (Pay Per Click) advertising, but since display advertising is also a model that is generally charged for each click, it can be misleading to simply call it PPC advertising. Listing ads have the advantage that even keywords that are difficult to display at the top in SEO can be displayed immediately after posting, and they may be used complementarily with organic search to prevent omissions.

Benefits of SEO

Difference between SEO and SEM - Benefits of SEO - Updated

  • Cost-effective compared to advertising

Search results don't cost you while they're displayed, unlike ads that cost you continue to keep showing. If you take appropriate SEO measures and keep it displayed at the top of the search, you can maintain the effect of attracting customers equal to or better than the advertisement.

  • Acquire users who are highly motivated to purchase

Users generally collect information when considering products and services. Search engines are often used to collect the information, and it can be considered that search users are highly motivated to purchase when they access it, and it is easy for them to make subsequent purchases.

  • The number of inflows to the site stabilizes over the medium to long term

Since the search ranking fluctuates slowly, once it is displayed at the top of the search results, it will continue to be displayed at the top for a while. As a result, the chances of being seen by users will increase, and it will be possible to obtain a stable influx of users over the medium to long term.

  • Has a branding effect

Search engine users tend to be impressed with the top search results. Therefore, it can be said that the possibility of using the service increases by being displayed at the top of the search.

Types of SEM measures

The main SEM measures that have been introduced for a long time are SEO measures, listing advertisements, and display advertisements. Here, I would like to explain each SEM measure in more detail.

  • SEO measures

SEO measures are to improve search engines such as Google, so that your site or service ranks high in natural search. For SEO measures, it is necessary to enhance the content of the site that you want to display at the top.

Previously, the idea of ​​external measures and internal measures was the mainstream, but now it is important to appropriately and speedily turn PDCA such as keyword planning, content production, internal measures, and access analysis.

Also, search algorithms such as Google are being improved every day, and the height of the antenna that constantly collects the latest movements is also required.

  • Listing advertisement

A listing ad is an ad that is displayed at the top of the search result screen in conjunction with the user's search results. If you register for Google Adwords for Google. Promotional Ads and bid for the keyword to be charged, it will be displayed on the search result screen.

Since listing ads are bidding, the more competitive and popular keywords are, the higher the cost-per-click is, and the more competitive the keywords are, the lower the cost-per-click.

  • Display advertising

Display ads are ads that contain only videos, images, and text that are displayed in the inventory on your website. There are two types of display advertising media: GDN (Google Display Network) provided by Google.

What is the difference between SEO measures and listing ads?

Then, what are the differences between SEO measures and listing advertisements, which are typical SEM measures, and the advantages and disadvantages of each?

We will explain the advantages and disadvantages of SEO and listing advertisement that many web marketers will work on in advancing SEM.

Advantages and disadvantages of SEO measures

  • The following five points are the merits of SEO measures.
  • If you have the know-how, you can do it for free
  • Can attract users who are highly motivated to purchase
  • You can expect a large number of customers with the high-level display
  • Become a long-term asset
  • Has a branding effect

There is no advertising cost for SEO measures, and if you have the know-how and knowledge, you can proceed with the measures for free. Since users who perform natural searches are voluntarily searching for information, it is possible to attract users who are highly motivated to purchase.

If it is displayed at the top of each search word, you can expect a large number of customers, and you can continuously acquire the number of user’s inflow over the long term.

Besides, users can gain confidence in the web pages and companies that are ranked high in natural search, which can be said to have a positive effect on branding.

On the other hand, the disadvantages of SEO measures are the following five points.

  • Requires some knowledge about SEO
  • There may be no results
  • Difficult to select a subcontractor
  • It takes time to get results
  • Gather other than the target user

SEO measures can be taken free of charge as long as you know, but since there is a lot of necessary knowledge around SEO, it can be said that it is a heavy burden for beginners to work on it suddenly. The effectiveness of SEO depends on the situation of competing sites, so even if you take measures, it may not be possible to get results.

Even if you outsource to an SEO specialist company, it is difficult to find a subcontractor that will produce stable effects, and you should not expect immediate results in the short term. Also, when it comes to big words, it may attract people other than the original target users.

Advantages and disadvantages of listing ads

There are five advantages to listing ads:

  • Expected to attract customers with high certainty
  • You can start with a reasonable budget
  • Advertising can be turned on and off immediately
  • If you can afford it, you can expect a big effect.
  • See the effect in real-time

Compared to SEO measures, listing ads can be expected to be effective in proportion to the billing fee, and you can start advertising from a small amount. You can monitor the effect such as the number of impressions in real-time, and you can freely turn on and off the advertisement. If you can afford the advertising budget, you can charge a lot and it will be very effective in the short term.

There are three disadvantages to listing ads:

  • Advertising costs
  • May cause disgust to users
  • Not a long-term asset

Although there is a relationship between merit and front and back, listing ads require advertising expenses. Also, because it is an advertisement, it may be disgusting for some users and may make the impression worse.

Also, listing ads are a measure that leaves data in operation, but it is difficult to leave visible assets such as content creation as one of the SEO measures.

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