SEO and SEM, what is the difference?
SEM or Search Engine Marketing is a term first used to include PPC (pay per click) advertising with SEO (Search Engine Optimisation). As 20% of clicks on a normal SERP (Search Engine Result Page) still go to the Advertised links like Google AdWords. Thus, in order to have more presence on page one, a business should consider running PPC campaigns. With the increased importance of social media on the search engine results, Social Media Management got added to SEM.
Page Domination with SEO SEM
Most people might not directly want to admit it since word domination does not come with a positive vibe, but who would not prefer to dominate the search results with multiple web properties over being on page one with only one link. When you only have one link on the SERP (Search Engine Result Page) for your chosen keyword, there are still at least other 19 business showing up on page one and directly competing with your business. SEM is the easiest way to start your domination campaign just by adding a PPC campaign, and for Local businesses ‘Google My Business’ to your strategy. Of course, it matters where exactly on the SERP your link appears, but by just adding one extra link to the SERP it may increase the total amount of visitors to your business website.
Social Media in SEO SEM
When Social Media is Managed and Optimised for SEO it becomes a part of Search Engine Marketing. It depends highly on your business model and the customers your business is after, which Social Media channel works best. Video Marketing, not Facebook, is at the moment the first place to go after for your SEO SEM as video result already pop-up in the Search Engine Result Pages. Using video in conjunction with Twitter, Google+ and Facebook will truly help to build a strong following. Do not forget that Social Media is far more than using the leading social media platforms. Hairdressers, Photographers, Architects and specialised shops should by now all use photo platforms as Pinterest and Flickr, as these work great for show casting your stock or portfolio.
Reputation Marketing in SEO SEM
With the rise of Google My Business, Google+ Local, previously called Google+ Local and Google Places, in the Search Results for Local searches, your business’ reputation is playing ever increasing role in getting website visitors and converting them. The difference between a having a 3-star reputation and a 4-star reputation is an increase in business by 8-10%. Hence, Reputation Management has a great importance in SEO SEM.
Of course, it starts with building up a reputation to at least 4-stars after which it needs to be marketed aggressively to get the maximum increase in business possible. The “Fun” thing of it is that once a 4+ star reputation is marketed for a couple of months the amount of referrals to your business will do the marketing for you; all your business needs to worry about is keeping customers happy and be worthy of that reputation.
Search Engine Marketing future.
As searches and Search Engines become more and more socially integrated, the future of SEM will become more and more dependent on Social Media. Add to that the amount of Social Platforms fighting to become the next Facebook. The main problem for many business is knowing where to put the effort for maximum ROI.