Search Engine Marketing (SEM) is the practice of surfacing your business’ content, products, and information in the search results. The two major components in SEM are paid media (pay-per-click or PPC) and organic listing (free) results – also known as SEO. These two separate but related practices need to be strategically aligned to complement one another to maximize media dollars spent. PPC and SEO can work together and not compete against each other where warranted. Combining the two related channels will further boost your search investment and increase the return on investment.
Pay-Per-Click (Google Ads / Bing Ads)
Why should you invest in paid search advertising? Because people searching with keywords related to your business and brand are shoppers! They are indirectly saying “sell me your products or services” by searching. Put your business in front of these customers with PPC advertising and drive them to your store.
Organic Search (SEO)
SEO works in the same way but your website has to earn its spot in the results. Investing in organic search is a long term play that can result in a lot of prospective shoppers visiting your website. Unfortunately, it takes a lot of time and effort to rank well for competitive keywords that your competition may already be performing for in the results. However, the return on investment can be significant and SEO is often rated at the top in terms of best spent digital marketing dollars.