What is Search Engine Marketing (SEM)?
Search Engine Marketing is a website marketing effort through search engines to offer site services and products through paid efforts or through organic (unpaid) ventures.
What is Search Engine Optimization (SEO)?
Actually, in essence, Search Engine Optimization is also included in the Search Engine Marketing section. SEO here plays a role in increasing the ranking of a website on search engine pages through organic search; namely by utilizing the use of keywords on your website.
There are two main components of SEO:
1. On-page Optimization
On-page SEO (or on-site SEO) are all the settings that you apply directly to your site or blog to make it more search engine friendly. Examples of application include the use of selected keywords into the tag and meta description, good URL formatting, proper use of headings (H1, H2, etc.), image optimization, site loading speed, and many more.
2. Off-page Optimization
Off-page SEO refers more to promotional activities that occur outside of your website which aim to lift your site’s reputation in search engines. Simply put, try to imagine this is like a ranking system where the most voted website is in the highest position. Voting in this context is the large number of links coming from outside to your site; both from other websites, social bookmarking, social sharing, and others.
I will use the term SERP in this article. For those of you who have just heard the word SERP, this is short for Search Engine Result Page , which means the search engine results of the word entered into the system.
What’s the difference with the Google Search Network (GSN)? What is the difference between Google Ads and Adwords?
Google Adwords and Google Ads, are the same thing . Previously, this Google advertising platform was known as Google Adwords, but in mid-2018, Google rebranded it to Google Ads. Google Ads has 2 modes of advertising, namely the Google Search Network (GSN) and the Google Display Network (GDN). In this article, for easy reading, I call the Google Search Network (GSN) the term Google Ads.
Which should be used first? SEO or GSN?
Well, now you know the difference between GSN and SEO. In more detail, I will explain one by one based on my experience
Google Ads Ads = Fast, Organic SEO = Long Lasting
By using Google Ads, you only need to set up the initial campaign and the system will display your ad in less than 30 minutes. Meanwhile, with an SEO strategy, it takes you longer. When a new article or page is published on your site, maybe with a certain strategy you can see it in Google’s top 10 in less than 2 months, but usually a new article or page is stable in Google’s top 10 pages within 2 months – 6 months , and it can take longer if you target keywords that have a lot of competition
Google Ads = Greater Reach, SEO = All pages are Landing Pages
Thousands of keywords can be targeted at the same time as Google Ads for certain pages (landing pages) , but in SEO, all the pages of your site are basically a landing page for your site, in SEO the more relevant and quality pages are, the bigger potential customers you can get.
Google Ads = Relatively Easier to Learn, SEO = Not Standard and Full of Assumptions
Especially for those of you who want to do Google’s own promotions. Studying Google Ads, Google provides its learning platform at the Academy for Ads and even Google has a certification program, different conditions from SEO, whose standard rules have never been published. Even Google only provides a one page SEO guideon its website. To this day, Google has never made clear how the ranking algorithm method in SERP works, all the seo consultants practiced basically what they thought was working at the time. Another challenge is that Google is always making updates to their algorithms in order to better index relevant sites as well as to ‘fight’ seo consultants who use ‘rogue’ methods to exploit the previous algorithm. (a method known as BlackHat SEO). You need to be more careful when using seo services by third parties.
Google Ads is for Promotion, While Organic SEO is for Trust
We can conclude this is the same as Selling vs Branding . This is the basis of an important distinction. With SEO, it is difficult for you to change your listing description, while through PPC this is very easy to do. Therefore, your basic goal of doing SEO is actually more focused on long-term branding , while with Google Ads your focus is on short-term selling or reaching new potential customers quickly (awareness) .. Statistically, Conversions from Organic visits (SEO)
Cheap or Expensive?
Many people choose to use SEO because getting into the top 10 is free while Adwords is a cost-effective method of advertising. This is not entirely true, because with SEO you still use fees such as for seo services, article writing services, proxies, software and so on. If you are working on an entire SEO campaign by yourself, there is still a ‘cost’ that you have to ‘pay’ which is time and article creation. SEO practitioners must perform site optimization with certain techniques (and subscribe to certain tools as well) consistently for some time until your site starts to ‘crawl’ towards the top 10.
How Google Ads and SEO help each other.
Google You can help you test your site’s performance, this performance test is good at the start of a site launch where you need data to see how the site is performing. And Google Ads can help you for that without having to wait months for visitors to enter via Organic
Google Ads can also help you find relevant keywords on your site through the “Dynamic Search Ads” campaign, where the Google engine tries to find relevant words on search engines that match your site.
SEO can also help with keywords that you can promote, a form of reporting on Google Ads
It’s all about probability in the SERP …
If you are expecting a short answer from me which business needs to choose, I tend to answer “try both” because each has advantages and disadvantages but the goal is the same, namely “to acquire” (read: fulfill) your prospect’s screen on the Google search page, the idea is simple the more full screen they are with information about your business, the better they will know you.
If on a regular search results page (without google ads), usually Google will display only the top 10 index results (this is what people often call Google Top 10)
In these circumstances if you only use SEO, your potential ratio of getting visits is 1/10 (10%).
However, through Google Ads (Adwords), you have the opportunity to increase this ratio. If a keyword that you specify has no competition, then your ratio is 2/11 (18%), even if all the Google Ads features you use such as Site Links and so on … this ratio can be much bigger. Imagine if this is a smartphone screen that is much smaller, the information about you could appear even longer ..
Then what if budget constraints cause you to choose one?
Use SEO when:
- Your orientation is not for immediate sales
- You choose not to rely on monthly fees all the time
- Your market is not something that is easy to do online transactions, for example: Forex
- Your product cannot or is difficult to promote through PPC such as food supplements, politics, mlm, and so on
Use PPC if:
- You want to get customer response quickly
- The company is currently focused on sales
- A new product is being launched and you want to do a market test
- Your main competitor uses PPC. Yes! because in terms of yield speed, PPC is the winner, the online market is a very fierce ‘fighting’ arena where your target market is ‘bombarded’ by tons of marketing messages. If your competitors have done PPC marketing, of course you have to respond quickly because you and your competitors are looking at the same market.
So how? do you prefer SEO or Google Ads?