More about SEO and SEM
SEO better than SEM or the other way round?
We often come across the following statement: “positioning and optimisation, known as
SEO, are better and cheaper than sponsored links or context ads known as SEM (search engine marketing)”
True or false?
The answer is not as obvious as one might think. All depends on what the aim of your advertising is. Let’s compare both solutions and find the one that would be more suitable for you.
The place where advertisements appear
1. Positioning and optimisation - ads are seen on the left of the search results – so-called “natural search results.”
2. Sponsored links - ads are seen on the right of the search results and sometimes, in the case of very good advertising, at the top of the search results – ads marked as e.g. “sponsored link.”
What do people click on?
1. Positioning and optimisation - “Organic” results are treated as “natural” by Internet users. If search engines, functioning very well, place your website so high, it means that its content corresponds exactly to what your prospects are looking for!
2. Sponsored links – ads appearing in search boxes must be paid for – sponsored - but perversely Internet users treat them as less trustworthy than organic ones – i.e. those that can be found to the right of the search results.
Important!
The number of clicks for positioning and optimisation - is much higher than for sponsored links.
How long does it take to achieve results? Depends on:
1. Positioning - all depends on the competitiveness of a given phrase and the structure of the website. Promoting a phrase can last from a few weeks up to even several years. In addition, there are words that are almost impossible to promote, e.g. ‘sex.’
2. Sponsored links – immediate results is the main advantage of ad boxes.
Changing phrases during the process
1. Positioning – due to the time required to achieve results you should be aware that positioning new phrases will require time investment.
2. Sponsored links – the phrases can be changed at any time.
The number of phrases
1. Positioning – limited
2. Sponsored links - unlimited
Website optimisation
1. Positioning – optimisation is very important in this case, as it has a tremendous impact on search results.
2. Sponsored links – optimisation is irrelevant here.
Durability of the results
1. Positioning - for simple phrases the results will last a long time. In the case of more difficult phrases all depends how the competition is positioning in your industry.
2. Sponsored links – because you pay for clicks the ads will disappear as soon as we finish the sponsored boxes campaign.
Results in one or more places?
1. Positioning for one search engine translates easily into effects in others. For example, positioning for Google means equally good results in Bing, Ask, Yahoo, etc
2. Sponsored links are displayed only for one search engine.
Difficulty
1. Positioning – in most cases you should contact professionals .
2. Sponsored links – conducting an advertising campaign seems extremely easy but to do it well, i.e. minimise the cost and maximise the number of clicks from the so-called good users it advisable to contact professionals.
Summary
1. Positioning definitely generates greater traffic. Expenditure does not depend on the number of visits. It is ideal if you are ready to wait for the results.
2. Sponsored links are ideal if you expect immediate results and you are ready to pay a specified amount for every user directed to the website.
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