SEO/SEM – What’s the Difference?
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Digital marketing and search consultant Krishna Tyner draws on more than 20 years of experience to help clients establish, improve, or update their online marketing strategies. Krishna Tyner analyzes and restructures website user paths, identifies target audiences, and positions clients’ brands. She also crafts and implements email marketing strategies, social media strategies, and Search Engine Optimization (SEO)/Search Engine Marketing (SEM) programs.
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SEO/SEM – What’s the Difference?
- 2. Digital marketing and search consultant Krishna Tyner draws on more than 20 years of experience to help clients establish, improve, or update their online marketing strategies. Krishna Tyner analyzes and restructures website user paths, identifies target audiences, and positions clients’ brands. She also crafts and implements email marketing strategies, social media strategies, and Search Engine Optimization (SEO)/Search Engine Marketing (SEM) programs.
- 3. SEO and SEM are strategies through which companies get their website content listed on a search engine result page (SERP). Search engines deliver two types of results: paid and unpaid. Search engines have always returned unpaid results; that is, listings for what are variously called organic, natural, or editorial content. Since around 1998, they have also returned paid listings in the form of advertisements.
- 4. Generally speaking, SEO involves developing content and linking strategies to prioritize a website on a SERP, without any payment to the search engine operator. Paid listings, on the other hand, appear on SERPs because the search engine operator has been compensated for the service of including them. Listings may be called pay per click (PPC), cost per click (CPC), or just paid search.
- 5. SEM was originally coined to be an umbrella term encompassing both SEO and the paid listings; that is, online marketing that optimizes content and websites while also paying search engine operators to increase a company’s visibility on a SERP. Over the years, however, it has been used more and more to refer just to the paid component of SERPs, so that an Internet marketing firm, instead of identifying itself as an SEM firm, characterizes itself as an SEO/SEM company.