Views: 0 Author: Site Editor Publish Time: 2022-01-16 Origin: Site
There are many digital marketing methods that enterprises can choose under the wave of overseas expansion. When encountering SEO and SEM, a question will arise: What is the difference between SEO and SEM?When to use SEO and when to use SEM?Today, the editor will take you to re-examine and understand the weight between SEO and SEM. When searching for the product packaging machine in Google Chrome, the SEM search results are actually displayed at the top and bottom of the homepage. The display areas are diverse and include the word 'advertising'. The advertising slogan highlights the company's selling points and product advantages.The SEO search results are displayed in the natural search results below the advertisement. Simply put, for the keywords queried by the user, Google will search for the content most relevant to the user’s search terms and display them. The top-ranked websites have high weight and are highly relevant to the content of the customer’s query. SEM (search engine marketing) refers to helping companies achieve high website rankings under 'unnatural' circumstances ('unnatural' refers to paying a certain fee to get the results they want).When users search for target keywords, targeted ads will be displayed at the top left or bottom left of the Google search results page. 1. Is there a connection between SEO and SEM? SEO and SEM belong to different sectors, but there may be certain indirect costs.Why do you say that?The click traffic generated by paid advertising is to help organically optimized websites improve their rankings under certain circumstances. That is to say, if your website’s natural optimization is done well, your website will rank on the home page.At the same time, you have also done paid promotion. Under certain circumstances, the traffic of paid advertising will also be directed to the website, and the keywords used by SEO are connected with the keywords of paid promotion.Improve the relevance of your website in industry searches.And then improve the ranking of the website.Of course this is not absolute. 2. The difference between SEM and SEO In addition to the most essential differences, there are big differences in keyword selection, investment return ratio, website optimization direction and ranking rules. 1. Keyword selection In the early days of SEO, I believe everyone will use various tools to determine keyword search volume and difficulty.Many customers will choose product hot words or industry words for optimization directly. However, it is difficult to optimize such words, and they cannot be modified later, because once modified, all the optimization work you have done for this word will be in vain. For users who are just starting to do website SEO, it is recommended to choose one with an average monthly search volume of around 300 and a KD value of around 20.Of course, the smaller the KD value, the easier it is to rank the website, but it should be noted that the KD value is different every month, and companies need to pay close attention to the KD value of keywords.Users with experience have a wider range of choices. The search volume and KD value of keywords can be higher, which generally depends on the actual website conditions.How to choose keywords for SEM paid advertising? Here I would like to introduce you to a free Google tool: Keyword Planner To get more accurate traffic, keyword research is crucial.In the keyword planner, you can check the search volume of a keyword in a specific time period, and you can also search for a specific region to help develop new markets. How to check competitor keywords?Enter the URL in 'Enter domain name', and you will get all the keywords for the entire page or a specific page. Note: When you enter the URL, two options will appear: Entire Site (the entire website) and This Page Only (only for the current page).Generally speaking, we will only conduct keyword research on a certain page (in fact, we just need to choose the page with a better keyword ranking) 2. Website optimization For SEO, the overall layout of the website is very important.This involves the title, description, and product details of each page.The frequency of website updates is the activity of the website.It is necessary to keep the website updated daily so that Google crawlers can crawl more content. To put it simply, the entire content editing should introduce the product from the user's perspective and include product content or services that the user really cares about.At the same time, remember to add the Alt attribute to the image to make it easier for Google to crawl it. For SEM, the website focuses more on opening speed, user experience, mobile friendliness and the content of the landing page. For paid search advertising, the landing page of the advertising link is mainly a specific product page on the website.When potential users click on an ad, the website opening speed directly affects the user bounce rate. The optimal website opening speed is within 3 seconds. If it exceeds 3 seconds, customers are likely to close due to poor experience.The settings within the website also directly affect the user experience. For example, whether the email hyperlink is added or not. When customers browse the product, they want to leave their inquiry information.If our mailbox does not add a hyperlink, it means that the customer has to copy it and log in to his own mailbox before sending it out.It is time-consuming and affects the user experience. The mobile version is more popular among users than the PC version, so attention should be paid to the adaptability of the mobile version.Because the advertisement links to a specific product page, the content layout of the product page also needs to be paid attention to.So what kind of product page do customers want to see?The answer is illustrated with pictures and texts, including the product model, material, parameters, suitable industries, and matters needing attention when using it. It also attaches the corresponding application scenario diagram of the product, product shipping diagram, workshop diagram, product packaging diagram and other details. Display your own advantages at more levels so that every visitor can leave a deep impression. 3. Investment return ratio Website SEO is slow to produce results and requires a lot of investment of time, human and financial resources, and the return on investment ratio is difficult to guarantee.To put it simply, the words optimized for website SEO are generally unpopular long-tail words, and foreign buyers rarely search for such words. Optimizing such words will not only take more time, but will also fail to bring more content to the website. The value of more exposure and traffic. Compared with SEO, the return on investment of SEM is much better, because as long as you place an advertisement, the advertisement will be displayed on the homepage.Moreover, the corresponding advertisements can be set according to the actual results that the customer wants to achieve. It is worth mentioning that the products are more diverse, such as search advertising, display advertising, and video advertising, which can achieve multi-channel coverage of users in an all-round way and use multiple positioning forms. Capture target customers and increase visits and conversions. Another point is that it can be targeted at a certain market for precise placement.If it is to promote a brand, we can set up brand words, create an ad group specific to the brand, and the specific areas you want to place it in, so as to increase the brand's visibility in potential markets. 4. From the perspective of ranking rules and technology SEO-optimized .com domain names cannot achieve the precise search habits of target customers.Google has 181 domain names around the world. The actual foreign local ranking rules: SEM advertising slots are ranked 4 on the homepage and 3 on the bottom. The natural rankings in the middle are generally Amazon, Ebay, Facebook, YouTube, Alibaba, and well-known local B2B platforms. A Chinese company cannot achieve the goal of all countries. The homepage has a stable ranking, and there is no SEO background to verify the ranking and effect analysis. SEO will also be checked and retrieved by Google's technical system. Once a website is found to be ranking maliciously, it will be banned from display for life. SEM advertising is based on product demand countries, product word names, and target languages to achieve high accuracy, high exposure, and acquire high-quality customer groups.The data analysis and tool assistance in the account background facilitate better solutions and improve account effects. Summary: SEO stability and security are relatively poor, and the risk factor is high.SEM ensures homepage ranking, data analysis and optimization adjustments, which is more reliable. 5. Brand value and trust The display of Google Ads ads also exposes and enhances the company's image and brand. 'Ad' or 'advertisement' displayed on the homepage can directly reflect the company's brand strength and increase customer trust.However, there is no mark on SEO, and companies that are not certified by Google have 'hidden dangers' of substandard or non-certified companies. 3. The relationship between SEO and SEM 1. The previous relationship between SEO and SEM was the relationship between health care and prescribing the right medicine. The purpose of corporate promotion is to quickly bring in high-quality inquiries, and search has accurate and excellent genes, so its greatest confidence is that it can help advertisers bring sufficient conversion rates and transactions, and it can also help advertisers find brands. Playing an active role in brand building, brand building, and brand maintenance is an imperative marketing requirement for enterprises.SEO is to assist in increasing traffic on the premise that the advertising effect is stable. 2. Comparison of advantages and disadvantages of SEO and SEM From the perspective of marketing effect: 1) SEM is launched according to the country, region and target language of product needs to achieve high accuracy. SEO mostly optimizes a specific domain name. Once the URL is changed, all the previous efforts will be lost. 2) SEM can set up multi-lingual keywords and multiple matching forms to obtain high-quality users SEO tends to focus more on using English keywords for ranking, and it is easy to ignore the promotion of small languages.For example, if your market is in Arabia, SEM can be set in Arabic, while SEO is still in English, which will affect the results. 3) There is no limit to the number of keywords in the SEM account and buyers can quickly find you.The keyword selection of the account can also be accurately checked. The keyword selection method of the gold account can fully ensure that the promotion cost is valuable. The hundreds of optimized words guaranteed by SEO are actually optimized unpopular long-tail words, words that foreign buyers rarely search for, and the optimization of such words will not play a role in promotion.And the keywords cannot be changed later. 4) SEM is quick to produce results. You can experience the effect within a week of the advertisement being online. With optimization operations, the effect can be maximized. The SEO effective period is at least four months long and deviates from visitor search accuracy, resulting in poor inquiry results. 5) SEM includes SEO. SEM can directly and quickly increase website traffic while improving optimization rankings. 4. Combination of SEO and SEM Want to pay to get a high ranking?It is recommended that customers place paid promotion ads, one is to improve website rankings, and the other is to find some keywords that are good for the industry and products.And by combining SEO and SEM, the results will be even better! 1. Using SEM as Keyword Research for SEO Simply leverage data from your paid search campaigns to find paid keywords that perform well.Combine these keywords that have clicks or bring certain conversions with website SEO.For example, when doing off-site optimization of the website, you can use these high-quality keywords to make external links to the website and link to the key pages of the website; another way is to use these high-quality keywords based on the content details of the key pages of the website. Keywords should be laid out reasonably to improve the page quality of the entire page. SEM keyword query suggestions:Google Keyword Planner----Click here for more information SEO keyword query tool recommendation: KWfinder.com (find hidden long-tail words and KD values of keywords) 2. Use paid search as a testing platform for website content or pages Use paid search as a testing bed for your site’s content, and then apply what you do to all pages of your site. For example, before updating the website title and description of the entire site, you need to see which text can bring higher click-through rates and engagement. This is where paid search advertising is used.By testing the ad title or ad description edited in the ad or looking at the actual clicks on the ad for a period of time, we can summarize which titles or ad descriptions have the highest click-through rate and then add them to the application. 3. Consider lowering bids on paid search keywords when organic search rankings are higher The daily budget for paid search advertising is determined by the client, but if you want to spend this budget wisely, you must use SEM and SEO together. Paid search keywords have a high cost per click and a certain conversion rate.At the same time, SEO will also tell you which keywords this website will rank for in natural searches.Therefore, you can try to combine the keywords used by SEM and SEO. For example, in areas with low advertising return rate or low conversion rate in paid search, reduce the budget, and vice versa. 4. Use performance tools to analyze peer data to maximize results It is also important to analyze peer data and draw lessons from it.Here are a few tools recommended to you, I hope they will be helpful. SEM analysis peer tools: SEMrush----(peer keyword analysis, advertising slogan analysis, etc.) Spyfu---(download keywords from peers) SEO analysis peer tools: SufferSEO---(Analyze high-quality pages of peers and page keyword layout) The combination of SEM and SEO will help your brand appear more often in the search results for your target audience and search terms. The combination of SEM and SEO will attract more targeted and accurate traffic to your website and content. SEM and SEO combine to use keyword research to find popular search queries among your audience. 5. Trade-offs between SEM and SEO According to the above analysis, it takes a lot of time to do website SEO, and Google’s natural ranking algorithm also considers a variety of factors, such as the correlation between keywords and search results, the weight of the website, and the update status of the website. No one has to manage and maintain factors, and then rank your website based on these factors. SEM is different and is highly time-sensitive. If you place an ad, your ad will be immediately displayed at the top of the browser search results page.If the website has updated content, there is no need to check whether Google has included it. From this point of view, SEM saves time and increases the time for the website to be displayed on the homepage. Many customers ask, when I first started doing this, should I do SEO or SEM?It is recommended that you use SEM here, because for a new website, what is most needed in the early stage is a large amount of exposure and the introduction of accurate traffic. If you do SEO first, the website will not be able to have a large amount of traffic for a long time. If you want to start from It is impossible to obtain high-quality inquiries on SEO. In comparison, SEM exposure is faster, and the effect of attracting traffic and promoting through multiple channels is much faster than SEO.The best way is to do SEM first, and then add SEO later.Focusing on SEM, supplemented by SEO, comprehensive promotion and drainage through multiple methods and channels, I believe the effect will not be bad. 6. SEO vs SEM: Opinions & Proposals In short, it is one sentence: SEO is an auxiliary tool to increase website exposure and traffic. Based on its unstable ranking rules, it requires a lot of energy and time to operate. SEM is an indispensable way to achieve precise goals, reliable data, effective experience, brand value, and business growth.
SEO and SEM actual search results display
