Don’t you just love industry jargon?

Especially in the online marketing world. Even us marketers can get tripped up on all these silly acronyms that are bantered about as if the whole world knows exactly what they mean when even we get confused by them!

In this AMPLiFY! Business eTip episode I focus on two of such acronyms: SEO and SEM.

What they mean, how are they different, and which of the two should service-based businesses focus on.

In a previous video I provided a more thorough explanation of what SEO is and here’s a quick recap:

SEO stands for Search Engine Optimization

SEO is where you want your website to have:

• Optimized META data such as the title tag, description tag, heading tags, and image ALT tags all incorporating target keywords
• Quality-written and keyword optimized page copy that incorporate target keywords, including your blog posts and static website pages
• Web page URLs that include target keywords
• Fast loading page speeds and responsive layouts
• Ability to share blog post articles to social media channels
• Incorporate quality backlinks to your site
• Content that will get the attention of social bookmarking sites such as Reddit, Digg and Stumbleupon

SEM stands for Search Engine Marketing

SEM is a bit different. It used to be the case that it was the bigger umbrella of all online marketing efforts, which included SEO.

However, today online marketers have a clear distinction between the two even though they both have the same goal – and that is to drive qualified traffic back to your website.

So now, SEM is the means of getting qualified traffic to your website through paid ads using search engine platforms such as Google Adwords and Bing Ads.

Whereas SEO is all non-paid efforts.

The process of using SEM as part of your marketing efforts includes targeting specific audiences such as:

• geographic areas,
• creating ad campaigns that target that group,
• writing relevant ad copy that will entice and compel your target audience to actually click on the ad, and then
• monitoring continually for clicks, impressions and conversions.

SEO and SEM really are full time jobs.

The search landscape is always changing and evolving and there really is a game involved of trying to be better than your competition.

In the case of SEM you want to get the biggest return for the least amount of ad budget.

The paid ads are commonly referred to as PPC (another acronym for you!), which stands for Pay-Per-Click ads and there’s also PPI (or CPM), which is pay per impressions.

Paid ads allow you to be very specific in who you are targeting on the search engines. So we’re not left to chance in hoping your website appears higher up in the search results when thinking of organic traffic to our site.

With PPC ads we have a much greater opportunity of being seen by those looking for a service that is being provided.

Now the question is, which is better (especially for service-based businesses)? Should you focus on one over the other or both?

Every website should be SEO optimized.

This really is where the first focus should be. Get it up to snuff so that you are generating a healthy amount of organic traffic.

Then investing in SEM is a most logical and important next step. Where SEO takes care of the organic traffic, which can increase as time goes on, SEM will get you immediate traffic for more quick results.

However, if you try to jump right into SEM before optimizing your website first, your efforts may fall flat due to poor quality and visibility in the search engine results pages.

Now there are always exceptions to the rule.

SEM is excellent if you are:

• Launching a brand new website
• Launching a new program of service offering
• List building

These examples are especially true for service-based businesses, especially if you are geographically based where you 100% rely on local traffic to build your business. Geographically targeted ads will get you the quickest returns.

BUT as mentioned, sending qualified traffic to a website that isn’t properly optimized might not get you the ideal conversions, so if you DO start with SEM to get things going, have your marketer also work on SEO at the same time so you can reap the ideal rewards.

Now if you really want to learn about SEO, SEM, social media, and more check out the AMPLiFY! Business Academy.

Every month there are new videos and group discussions where you’ll learn the best methods for building up your online marketing. It’s ideal for any small business owner or entrepreneur who has the desire to have the best online presence possible and we’d love to see you there.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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