When doing Google promotion, SEO and SEM are often discussed together
but their core ideas are fundamentally different. SEO is a “slow and steady” approach that focuses on long-term accumulation
whereas SEM is more like a “short-term investment” aimed at fast results. How can these two methods work together to achieve a 1+1>2 effect?
First, SEM can act as a “scout” for SEO. By using SEM ads to test different keywords
you can quickly learn which ones work best for your target market.
You can then incorporate these successful keywords into your SEO strategy, preventing wasted effort on blind optimization.
Second, SEO and SEM can occupy both the paid and organic positions on the search results page
increasing your brand’s visibility. For example, if your natural ranking appears in the first organic position
and your SEM ad shows at the top of the paid section, users may perceive your brand as very strong and be more willing to click on your links.
Third, SEM can offset SEO’s time cost. While you’re waiting for your SEO efforts to bear fruit
you can use SEM ads to attract traffic and give users an initial impression of your brand. Then
once your SEO starts to deliver results, you can gradually reduce your ad spend and focus on acquiring organic traffic.
In conclusion, SEO and SEM are not opposing strategies; they can complement each other perfectly.
By using them wisely, your website can gain a larger advantage in a competitive market.
