If you already have a web page or have thought of having one, you are sure that you must achieve the best positioning in the search engines to get traffic. You have probably read or heard that if your website does not appear on the first page of the search engines, it is as if you did not exist. And is that visitors who receive the first page are reduced by half on the second page of results and the same happens with the percentage of clicks.
If we talk about positioning, two of the most repeated terms are SEO and SEM. Do you know what they mean and how they differ?
Definition of SEO and SEM
Let’s start with the most basic, that is, the meaning of the acronyms. SEO refers to Search Engine Optimization, optimization for search engines and SEM to Search Engine Marketing or search engine marketing. This is a first approximation to the terms, but you may be wondering ‘what does this mean?’ To try to explain it in a more precise way, we will tell you that with the SEO we try to make our page be in the first positions of the organic results that web search engines show; while the SEM has to do with improving the visibility of our website through the payment of advertising for specific keywords.
First, the results that are sponsored and that carry an ‘Ad’ warning appear. An excellent positioning is achieved by paying for it so that we would be facing a case of SEM.
How to improve the organic positioning: Authority and relevance
Search engines use many factors to decide the position of a web page about a specific search, but these variables can be grouped into two primary groups: authority and relevance.
The authority refers to the popularity of a website. The search engine understands that the more content is shared, the more useful it has been for users. Therefore, for search engines, the more popular a page is, the more valuable is the information it contains. This factor is what the search engine takes more into account since it is based on the user’s own experience. To enhance the authority of a website, SEO off-site techniques are used, among which the link building or presence in social networks stands out.
On the other hand, relevance is the relationship that a page has concerning the search performed, that is, the coherence shown by a specific web page as a whole concerning the term the user uses to search. The search engine relies on hundreds of on-site factors to determine this.
To improve the relevance of our website, SEO on-site techniques are used on SEO reseller australia: optimization of keywords and URLs, faster loading times, better user experience, code optimization and format of URLs, among others.
SEM and Google Adwords
Describe in detail the operation of Google Adwords would give us to write several posts, so here is a brief touch on how it works which is considered as the channel par excellence of the so-called inbound marketing.
AdWords is based on one fundamental element, the so-called keywords. The advertiser creates a list of essential terms that have to do with your business. When someone types one of them, the ad appears and if clicked, generates a cost for the advertiser.
Adwords offers the option to choose between several types of campaigns, according to our objective. The best-known campaigns are text and display, but there are also those for video, mobile applications or remarketing.
At this point, we hope you already have clear the importance of positioning your website. Now, you may have doubts about whether you should use an SEO or SEM strategy in your particular case. As a general rule, the most effective is usually to use a combined approach of both.