What is the difference between Search Engine Optimization and Search Engine Marketing
Posted 04/06/09
Recently, Search Engine Marketing (SEM) is a phrase that has come into the mainstream. Increasingly, 'Search Engine Optimization has ceased to cover all aspects of the very nature of search engine promotion. While search engine marketing involves click costs, search engine optimization works through free traffic. This differentiating factor has been the basis of many a generated misunderstanding.One of the prevalent mistake assumptions being the belief that SEO is a more efficient tool to achieve high Return of Investment than SEM. Yet another of these is what we shall call the 'landing page' myth. In Search Engine Marketing, the owner gets to decide where the visitor's land. Search Engine Optimization on the other hand employs an search engine which decides the landing page for the visitors based upon their queries. This important distinction is what makes Search Engine Optimization and Search Engine Marketing different. No searcher spends more than a few seconds assessing the landing page. Invariably, the searcher hits the back button when what he or she is looking for is not to be found. In a matter of clicks they will be on your competition's landing page.
It is therefore of vital importance to optimize the webpage landing in accordance to what a searcher may search for. This would convey to the searcher that he or she has come to the appropriate page. Every searcher ultimately wants to land on a relevant page and it is up to you to make the landing page as relevant as possible. It is the hands of a professional Search Engine Marketing firm, which when at play would optimize the landing page. A search spider would achieve far from desired results in such a scenario.
The ultimate ambition of both SEO and SEM firms is to get searchers to convert. When compared to the average rates of a Search Engine Optimization firm, the cost expense initially of a Search Engine Marketing firm is mot definitely on the heavier side. This is because Search Engine Marketing involves management and pay per click costs as well. On the other hand, Search Engine Optimization firms charge only for the management costs. But of course, only Search Engine Marketing would optimize your landing pages in a professional manner thereby increasing your returns. Search Engine Optimization and Search Engine Marketing are complementary to each other. At the end of the day, Search Engine Optimization can definitely get visitors to your page by giving you a brand image, better ranks and numerous other benefits. However, it is Search Engine Marketing that makes the visitors to your site stick. It is the conversion that makes all the difference.