The Importance of SEO and SEM in Search Marketing

In order to understand Search Marketing and its components SEO and SEM, it is important to know the impact of this kind of marketing in the web business world.

Search Marketing- You need to understand the terminology for this type of marketing before you can create a strategic search optimization strategy.

Search marketing relates to any process that helps a brand get attention by appearing on search engine results pages (SERPs). It includes efforts to get higher rankings and increase search visibility so you can drive more traffic to a website or specific webpages.

There are two categories in search marketing:

SEM or Search Engine Marketing uses PAID strategies to increase search and traffic results for a client’s website. It is generally considered a major part of your overall digital marketing strategy. It is a digital marketing process with the goal of increasing visibility in search engines either by getting organic traffic through SEO or paid traffic through PPC (Pay per click) advertising.

Through paid search advertising you need to purchase advertising space in the search engine results. So, instead of trying to rank in one of the top positions organically through SEO and get free traffic, you pay to appear in front of the search results.

The most well-known advertising platform for paid search is Google Ads also known as Google Adwords. With the help of Google Ads, you can get your ads to appear in the Google search results and you pay only for the clicks on your ads. The whole process is called Pay-per-click or PPC. There are other search engines that have a similar system but they are not as popular and successful as Google.

SEO or Search Engine Optimization uses ORGANIC strategies to appear in search. SEO is the process of optimizing your website for the purpose of getting free traffic from search engines. It is important part of setting up a website because an optimized web site is easily understood by search engine crawlers and this increases the chances of ranking higher in SERPS (search engine results pages). In the case of SEO, website owners don’t pay for placement on SERPs. Instead, they use a variety of methods that prompt search engines to show their content near the top of SERPs because the result is valuable and well-targeted.

The components of SEO

There are 3 components of SEO: technical SEO, on-site SEO, and off-site SEO.

Technical SEO is the process of optimizing your website for the crawling and indexing phase. With technical SEO you ensure that search engines can crawl and index your website without any problems. The strategies for this SEO relates to site speed, mobile-friendliness, indexing, crawlability, site architecture, structured data, and security.

On-Site SEO is rules and methods you can apply on individual pages and content so that they optimized for specific keywords. The strategies included in this SEO are keyword research, content creation, and keyword optimization.

For example, you need to have optimized titles, good descriptions, well-formatted URLs, optimized headings (H1, H2), alt text for images and many more.

Off-site SEO refers to the process of getting references or backlinks from other websites for the purpose of increasing your web site’s trust in the eyes of search engines.

This may be confusing for first-timers but it could be imagined like a ranking system wherein the website that has the most references, ranks higher.

References, in this case, are links coming from other web sites to your site. That is also the reason why off-site SEO strategies are referred to as link building.

Difference between SEO and SEM

The main difference between SEM vs. SEO is that SEM is a paid strategy and SEO is an organic strategy.

It does not include any references to Ads as no paid search methods are used.Includes Ad Designation or marking.
Search results are featured as snippets.Search results include Ad extensions like additional links, addresses, and contact details.
Search results are organic and nothing is paid for clicking ads.Search results and ads are paid as PPC method and the brand is charged as per the set budget.
The target audiences cannot be selected.The target audiences can be selected as per age, gender, demographics, interests, etc.
The impact takes time as traffic is generated organically. It can take months to improve search rankings of your page.The impact is immediate as your ads start showing in SERPs and you can manage the visibility using filters or changing the allocated budget.
You cannot make changes or manage results as the updates are time-consuming.It is a flexible method where you can make changes or improvise your campaign as per the performance as the search data becomes available soon as the ads are clicked. Hence its flexibility allows you to strategize your campaign successfully.
It adds value to your website overtime hence it is beneficial in the long run.The ads and campaigns stop right away once the campaign ends or your budget freezes off. Hence it’s not a long term method.
You can get a higher click-through-rate (CTR) if your SEO is strong enough to land on top of the search. In that case, it will work better than SEM.SEM ads work better than SEO if your organic ads do not land on top or on the second page or lower. In that case, SEM achieves better CTR.

So, which is better depends on your overall digital marketing goals. If you want to get traffic fast then you can start with SEM (paid search advertising) and in parallel work on your SEO. If you want to create a long-lasting online business without relying on paid traffic, then SEO is your answer.

Does SEM help SEO?

Despite what many people think, SEM does not help SEO. If you use PPC to target specific keywords and get search engine traffic, that doesn’t positively or negatively affect your SEO efforts.

SEO rankings are decided after taking into account hundreds of factors and SEM or PPC campaigns are not a part of them.

How SEO and SEM are related to each other?

There are some common points and strategies which make them similar to each other.

The goal of both SEO and SEM is that they aim to help a brand appear in prominent positions on SERPs. The goal of each tactic is to help a brand show up in search results when users search for specific terms related to the brand’s industry, business, or offerings.

The goal of both is to gain visibility on SERPs, but more importantly, to drive traffic to a website. Each strategy employs tactics to increase click-through-rates (CTR) and get more users to click on the search results.

In order to succeed in both strategies, you must have a good understanding of your audience and how they act. By using buyer behavior and psychographic analysis, you can get to know your audience, discover what their needs are, and what they are searching for. Then you can create valuable content that shows up when they go looking for solutions related to your brand.

The first step for both SEM and SEO is performing keyword research to identify the best keywords to target. The research includes looking at keyword popularity to determine the top keywords or impact keywords that your ideal audience searches for. It also includes looking at keyword competition to see what other brands are targeting the same keywords and determining what you will need to do to compete with those other companies.

While performing SEM and SEO you will find out that neither is a strategy that you can set and forget. Both require continuous testing, monitoring, and optimization to increase performance.

SEO or SEM? What tactic would you choose out of the two?

To determine what tactic out of SEO and SEM will be better for your business following points would be worth considering:

Competitor Analysis– To decide which is right for your brand, look at what your competitors are doing and how they are performing in their search marketing before you decide how you can best compete with them. Research what search terms they rank organically for. Consider if you can execute a plan to top their SERP placements. Also, look at what paid terms they are using to drive traffic to their own sites. As you perform this research, look for gaps that you can fill and areas where you will be unable to compete in both paid and organic search.

If you have been in business for a while and already know what your customers want and how to best reach them, you may want to start to build a long-term SEO strategy that will provide value over time. If you aren’t sure how customers and competitors will respond to your offerings or content, you may want to consider an SEM campaign that allows you to test your ideas, products, and services.

Customer buying cycle– If your products and services have a short customer buying cycle, meaning your customers know what they want, search for it, and buy it, you may benefit from SEM ads that put your product right where customers will see it. Longer buying cycles, where customers research and compare for weeks or months, may not perform as well with SEM, as there isn’t an immediate buy after seeing one ad.

Cost per click average– Before deciding that SEM is right for your business, research and consider how much you’ll need to spend to show in paid search results. Keywords have varying cost-per-clicks based on competition. If your cost-per-click is low, it might be the right strategy for you. On the flip side, a very high cost-per-click might make you decide you’re better off focusing on SEO.

Timeline of your business– If you just opened your business and launched your website, it’s going to take time to develop your SEO and begin to appear organically in the search. While that doesn’t mean you shouldn’t put together an SEO strategy, it does mean that you could benefit from an SEM strategy until you build your SEO. SEM is an effective way to drive traffic while building organic SEO.

Website analytics research– So before you launch a search marketing campaign, research your website to see where you may have the potential to grow an organic SEO strategy that is already working before putting money into an SEM campaign.


A successful search marketing campaign requires efforts on both SEO and SEM strategies. Some businesses may choose to focus on SEO. Others may choose to focus on SEM. But most of the time, the right approach is to implement a combination of both SEO and SEM strategies. It all depends on your unique business and goals.

But now that you know the similarities and differences between SEM and SEO, you’ll be better equipped to decide how each can help your brand reach its goals.

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How to hire a best SEO service company in Trivandrum??

We are a professional SEO service provider and best SEO agency in Trivandrum.

Do you Want to be found on the first page of a search engine when someone searches for your Products or Services? First page and first position in a search engine is everyone’s dream. Is it possible? The answer is “Yes”. The SEO expert will help you to reach your website in rank one position. There are plenty of SEO companies in Trivandrum. How to choose the best SEO company? In today’s tech worlds there are lots of SEO companies and freelance SEO experts are ready to help you. They offer top 10 ranking in major search engine within a month. But in reality, it’s not possible. We never offered that magical things never happened within a time limit. SEO takes a time that’s true and you must accept it. Most of the people actually don’t know about SEO.

What is SEO?

Search Engine Optimization (SEO) is a technique of increasing the number and quality of visitors to a website by improving rankings in the search engine. The website that appears the first page in search engine receives 90% of almost clicks and traffic.SEO is an art of making a website to achieve a higher position in a search engine when searchers type in their queries or keywords.

SEO is a technique or process for :

-Designing and developing a website to rank well in search engine result page.

-Improving the quality and volume of organic traffic to a website from search engine.

-marketing by understanding how search algorithms work and what visitors might search.

Hire the best SEO company in Trivandrum!

We will help you to full fill your dream, #1 position in top most search engines. Bytelabz software solution, the best SEO Company in Trivandrum, Kerala, provides result oriented SEO services. We offer guaranteed and quality SEO services.

Seo Services In Trivandrum

Our SEO specialist builds more backlinks for your websites and improves your website visibility on search engine. Bytelabz software solution guaranteed top quality search engine ranking service by professionals which will definitely help to bring in more visitors and achieve your SEO goal in the digital world. We are the powerful SEO company in Trivandrum we strictly follow white hat Seo and Google guidelines.

Why choose us?
    • Guaranteed first page top 10 ranking of your website in most of the search engines within 6 months.
    • We never use black hat SEO, only use the latest proven 100% white hat SEO techniques.
    • We assured to improve your organic website traffic.
    • We not only promote your website but also improve your sales.
    • 500+ Satisfied Customers worldwide.
    • Unmatched Portfolio of Clients and Brands.
    • We offer growth-oriented SEO plans for every business and service.
    • Affordable SEO package for all types of business.
What will we do for you?

Keyword and Market Research – Identify the most effective keywords for your business. Keyword research is a key part of SEO. We analyze your product or services and select the matching keywords for your website.

Technical SEO Audit– The audit’s goal is to identify errors and current website status. Our technical SEO audits focus on technical performance and on-site factors.

On Page SEO– We can ensure that your website contains all on page parameters properly like Title, Headings, Meta tags, Description, Page Speed, URL Structure, Schema etc. We work hard to ensure that all the on page work will be done properly and your entire website will perform well across all search engines.

Link Building– Backlinks are the most vital component of any search engine optimization. We create a good quality backlink for your website. Methods that we used for backlink creation are Blog Commenting, Guest posts on popular blogs, Question & Answering, Broken Link Building, Forum, Promotion on social media etc.

Content Marketing-We will create a specific content that will help to improve your website’s ranking potential. Also, we create valuable and relevant content for your blog that attracts visitors.

Competitive Analysis-Identify the top competitors in your industry and figure out how they are getting their traffic. Evaluate your competitor’s strategies to determine their strengths and weaknesses relative to those of your own product.

Do you have a website that searchers aren’t finding and want to improve high rankings in top search engines? Call us right now. Bytelabz is the leading SEO service agency in Trivandrum doing Search Engine Optimization services that help websites increase their organic search score. We provide affordable search engine optimization and internet marketing solutions for all customers.

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Better SEO Keywords advance Better Outcome

SEO keywords are the key words and phrases in your web content that make it possible for people to find your site through search engines. You need to be conscious about how people are looking for the products, services or information that you offer, in order to make it easy for them to find you, they’ll land on one of the many other pages in the Google results. Implementing quality keyword SEO will help your website rank above your competitors. Keywords are one of the main factors of SEO. Because of this, creating a list of keywords is one of the first and most important steps in any search engine optimisation initiative. Google then uses that data to find the relevancy of the content to a specific search query, and the way the page ought to rank in searches for a specific term. That’s what offers a web page in search ranking. Both Keywords and SEO are directly connected when it comes to running a winning search marketing campaign. Because keywords are the foundation for all your other SEO efforts, it is well worth the time and investment to ensure your SEO keywords are highly relevant to your audience and effectively organised for action.

Let’s have a look how Google works

  • Google’s spider crawls the entire web by visiting the web pages.
  • Then, they added the optimised web-pages to their index and catalogue them.
  • Google shows the best results based on the search terms, when people starts search.

Choose Best Keywords for SEO

Some of the mistakes make by the search marketers, when it comes to search keywords for SEO are they do keyword research only once, also they are not bothering to update or expand their SEO keyword list further and choosing popular keywords having competition rate high. Primarily, if you work as a marketer, you have to treat the keyword research as an ongoing and ever-evolving part of your job. The old keywords that are competitive can often be replaced with less competitive or more specific phrases which would bring the right user rather than any user.

Make sure that you are finding your own keywords as experimental basis and not using the keyword research tool always. Good content on your page that truly answers the questions customers are asking with their keyword searches will give you great SEO result.

Use of keywords will help Google to allocate the right search ranking. Let’s see how to select keywords for your content.

Initially, you have to brainstorm the terms that you think your customers might be searching for and then just search the term in Google and analyse what else people are searching for the term. At last discover the terms that people are already using to search your site by using Google Analytics and Google Search Console. Keyword research is very important to improve SEO for existing content in your website.

Key places to use keywords for SEO

After finding the best keywords, you have to work on it to get good SEO results. Consider the following places to use your keywords for SEO;

1. Page Titles
2. Meta Descriptions
3. Subheadings
4. Content
5. Images
6. URLs
7. Link Anchor Text
8. Social Media

Let’s discuss each of the above points;

1. Page Titles

Page title optimisation is a part of technical SEO. Usually a page title describes the main subject of your page and it will show up as the first line of the search results to let Google and searchers know what the page is exactly about. The best method to improve the search ranking potential when writing page titles is to include your target keywords or keyword phrases at the start of the page title. The relevance of your keyword will increase by doing that.

2. Meta Descriptions

Using keywords in the meta-descriptions is another important thing in SEO. This refers to the second part of the search entry. Meta description can help Google to decide how your content is relevant for what the users are searching for. It also helps the users while reading the meta-descriptions to decide whether to go to the website to see the full content or not.

3. Subheadings

Subheadings will help to make your content scannable, giving readers eyes to pause somewhere. It also helps users to decide how relevant your content to their need is.
This may be appeared as a part of the featured snippet or answer box. It will be effective if you use keywords in at least a couple of Subheadings.

4. Content

Content is one of the top SEO ranking factors, so that it is considering as one of the most important places to include your SEO keywords. Bad keywords will affect your search rankings and it would be better avoiding keyword stuffing. Google will penalise if you caught stuffed keywords in every sentences. User won’t like keyword stuffed contents. So, you should use your keywords effectively in your content.

For that, use your keyword in the first few sentences of your content or at least in the first paragraph. Then use the keyword and its variations throughout the content. Also, you have to make sure that the content is readable and understandable.

5. Images

We can’t ignore images when thinking about how to use the keywords in a website. Images help people to find your content. It also helps you to manage content accessibility.Let’s look how or where should use keywords for SEO in Images.The image you use should be relevant to the content is the first and foremost thing to be checked. Then give them a filename that shows its relevance. Use the SEO keywords of your webpage to create the title of the images. Finally, use SEO keywords in alt text also. It would be better using alt text in images which is descriptive rather than just using the keyword only.

6. URLs

You will get visitors automatically, if your URL is best. No need to stuff strings of numbers or weird characters in your URL. It may reduce the number of visitors to your site. Better to include a clue in your URL about what the page is about for your visitors and Google.Try to keep the URL short and avoid keyword stuffing.

7. Link Anchor Text

Links are one of the main three SEO ranking factors. Link anchor text is the clickable text which is highlighted as a link. If you use the same anchor text for every inbound link you create, that will be an SEO ranking red flag for Google and you would be penalised for that. To vary inbound anchor text use LSI keywords instead of using same anchor text.

8. Social Media

Even if Social media is not a direct search ranking factor, there is a strong link between social shares and visibility in SERPs. So, it is very important to optimise keyword usage in social media updates for better SEO and they are immediately visible to the active users.Keywords are useful as hash tags for updates in the social media. This is true on Twitter where hashtags are using perfectly. The right hashtags will help the user to find right content on the sites. Other social media sites are also using hashtags but they give attention to how you are using the keywords and hashtags, because it varies from site to site.

Now you know how to use keywords for SEO. The important thing to keep in mind is that keyword relevance is much important than keyword density in Search Engine Optimisation.

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