Top 5 plugin per il tuo sito Wordpress scaled 1

Difference between SEO and SEM

If you want to increase the visibility of your website on search engines you need to know what is meant by SEO and SEM. In this article we will find out what is the difference between SEO and SEM and what specific techniques these two activities adopt. SEO is search engine optimization and is used to optimize websites in order to obtain better positions in search results. SEO is part of search engine marketing, or SEM, which encompasses all the web marketing activities carried out to increase the visibility and findability of a website with the use of search engines.

What is SEO?

Search Engine Optimization, or Search Engine Optimization, is the process of optimizing a website to get more traffic from search engines. The main goal is to make sure that when a user searches Google for a certain keyword related to the business, the site appears among the first organic results in the SERP (Search Engine Results Page).

An optimized website is more easily understood by search engines, which increases the chances of ranking the site as high as possible in search results. SEO is divided into two main pillars: what is called On-Site SEO and Off-site SEO.

On-Site SEO represents the set of rules that can be applied to a website, e-commerce or blog so that it is optimized and functional for search engines. The main activities are:

  • Optimization of meta data, including title-related tags, meta descriptions, headings (H1, H2, etc.), alternative descriptions for images, which must incorporate the targeted keyword;
  • Page text that is well written and optimized for the chosen keywords;
  • Simple, well-formatted URLs containing the target keywords;
  • Web site performance optimization;
  • Creating social sharing buttons within content.

Off-site SEO concerns the process by which “votes” are obtained from other websites for the purpose of increasing a website’s trust from search engines. The “votes,” in this case, are the links from other Web sites pointing to one’s own site. This is also why Off-site SEO is also called link building. The main techniques used for off-page SEO are:

  • Link building to attract and obtain quality inbound links, i.e., backlinks;
  • Social signal to increase a website’s traffic by sharing content via social;
  • Social bookmarking to attract attention from other sites.

What is SEM?

SEM is the marketing process that aims to gain more visibility in search engines, either from organic traffic (SEO) or from paid traffic (through paid advertising). SEM is an acronym that stands for Search Engine Marketing and identifies a broader scope that includes the same SEO but also the SEA, or Search Engine Advertising, which includes all strategies and techniques aimed at increasing the visibility of a website among the paid results of search engines.

The relevance of the sites and ads displayed make SEM traffic more important than any other source. By now it is well known that people use search engines to get an answer to a problem or to learn how to do something. So when users “land” on a website from search results or through clicking from an ad, the likelihood of conversion increases dramatically.

Examples of SEM activities are those through Google ADS, the most popular platform for ads, but there are some key activities necessary for the success of the advertising system, such as:

  • Launching advertising campaigns targeting specific audiences;
  • Creation of ad groups based on variations in targeted keywords;
  • Writing relevant ads using the chosen keywords;
  • Setting the right budget for ads;
  • Monitoring metrics such as clicks, impressions, click rate and average cost per click.

Contact us now for a consultation!