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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SEO Friendly Website Design Guidelines

Website design and Search Engine Optimization are connected together in today’s web-smart world. Web designers need to learn, that with the right kind of SEO they can do wonders for their website. Websites designed without SEO in mind can affect site ranking. If a website is not search engine friendly then it causes SERP ranking issues. If you consider some basic SEO principles and good content development practices then you can avoid this issues.

Here are some of the best SEO techniques that can lead you to a more search engine friendly web design.

1. Smart and Responsive Design
2. Design Your URLs for Search Friendliness
3. Optimized Images
4. Don’t Neglect Image Alt Attributes
5. Quick Navigation menu
6. Website Speed Matters
7. Update Fresh and Unique Content
8. Use Heading Tags Properly
9.Creating Sitemaps
10.Limited Use of Flash
11.Be Careful With JavaScripts

Web Designing Companies In Trivandrum

Let’s discuss each of the above points;

Smart and Responsive Design:-
Designing a website for multiple devices is called responsive web design. Responsive web design is one of the factors that Google recommended. SEO friendly website should be attractive, user-friendly and responsive. This type of design performs optimally on multiple devices like desktop, laptop, notepad and mobile. If your website looks eye-catching and responsive well with multiple devices, it is an absolute winner.SEO friendly responsive website has a single URL for both mobile and desktop. This way you can earn more backlinks. In this smartphone era, it is really useless to design a website that not responsive.

Design Your URLs for Search Friendliness:-
SEO friendly website needs a clear and logical URL. You should use keywords relevant to your business in URL.URL gives the idea about your website. Avoid long URL’s and if your URL is ambiguous like, Google will not rate it as valuable. Also, the client does not prefer a link like this. If someone is looking for a web design company in Trivandrum, he or she would definitely prefer to click:

Optimized Images:-
Image optimization means, reduce the size of the image as much as possible without sacrificing its quality. As the resulting image load faster and improves the site loading speed. If you are using the large image it takes more space in a web host and also make your site load slower. Image optimization is one of the main pillars of on-page SEO. To get a better rank in SERP, image optimization needs.

Don’t Neglect Image Alt Attributes:-
Images can play a crucial part in how the client interprets a particular web page but search engine and other robots can’t interpret images. Alt tags solve this issue, providing text which is read by the search engines. All images need descriptive alt tags search engines will read alt attributes and may take them into consideration when determining the relevancy of the page to the keywords a searcher queries. Outside of the SEO view, image alt attributes help users who cannot see images.

Quick Navigation menu:-
When it comes to websites, the navigation menu acts as a road map to all the different areas contained within the website. If the navigation menu is clear and helpful, the client will stay and have a good experience, which ultimately leads to more business for you. Make sure that the navigation menu of your website is not difficult for users. Quick and easy navigation menu for both users and search engines is essential. Navigation menu must helpful and functional. If your users can’t figure out your navigation method, they will close your page and move on to another website.

Website Speed Matters:-
No one has time to wait for long for a webpage to open when they have the option to move to a competitor website. How fast your website open plays a crucial role not only in ranking but also improves the user experience. So make sure that your page loads fastly. If your website takes more than 4 seconds to load, 25% of your visitor will abandon your website. It means the speed of internet has made the users tolerate the long load time of websites. However, a good website is expected to load within 2 seconds. Factors which affect Your Website Load Time,

*Minimize HTTP Requests
*Reduce server response time
*Enable File, Page compression
*Enable browser caching
*Minify Resources
*Optimize images
*Optimize CSS Delivery
*Prioritize above-the-fold content
*Reduce the number of plugins you use on your site
*Reduce redirects

Update Fresh and Unique Content:-
Content is the life force of a website, and it is what the search engines feed on. When designing a website, makes sure you take into account good structure for content Use plain language, explain your acronyms/abbreviations and be as concise as possible. Clearly explain how things work and give people enough information to make good decisions. Be friendly, conversational and respectful, as if you were talking to a neighbour. Don’t forget to include your keywords in content. Choose the focus keyword of the piece, and make sure it appears 3–4 times within the article body. Keep in mind that the appearance of the keyword shouldn’t look forced, confuse the reader in any way. Also, the essence of the body shouldn’t change after this step. If you have a blog update it regularly then comes greater crawling frequency by search engines as well.

Use Heading Tags Properly:-
H1 Tag or Header Tag have a great role in SEO. A good H1 tag is a good heading for the page. If a good heading encourages users to read further and stay on the page, this will benefit your SEO more than anything else. It is the place where we implement keyword. There must be only one h1 tag in one page.h1 tag should contain a primary keyword. Along with H1 Meta Tags are also important (Title and description), because they also affect SEO.H1 tags and Meta Tags are very useful for on-page optimization.

Creating Sitemaps:-
Sitemaps are called the map. Because they form a map of your website which helps to communicate with search engine better.SEO expert uses XML Sitemaps for better communication between website and search engine. While XHTML uses codes that allow your website element communicate to human visitors website.XML sitemap is the channel to search engine to understand all about your website. The sitemap uses an XML file to provide the list of URLs with metadata. So that Search engine bots easily crawl your website for new changes and updates. A sitemap is relevant for SEO performance and boosts Search engine ranking. Sitemap help to search engine to discover new pages on websites so that make page rank higher on search results. Don’t forget to create a sitemap in your webpage.

Limited Use of Flash:-
Most of the search engines and devices do not respond to flash in a friendly manner. If you can, completely avoid the use of flash on an entire website. Do not apply flash to your text and navigation menu.

Be Careful With JavaScripts:-
With the help of JavaScripts, you can make an awesome website. But the problem lies with search engine crawlers, that may not recognize it and may not index it. So you make sure that you do not use JavaScripts for your entire website design. Another disadvantage is that JavaScripts do not work smoothly on mobile devices. You need to make sure the website is simple and easy to read for both users and search engines.

Currently, web designers have access to a lot of technology and choices. When you design a website, give priority to customers because this helps to determine SEO ranking. Search Engines are getting smarter and you don’t have to think of them. You just design what will be good for users, and you do that honestly. If your content is good, in no time you will see the progress. Give us a call today and be connected with our Web Design company Trivandrum.

To know more important aspects of technical Seo including duplicate content, meta descriptions, HTML ratio and many more please visit this link:

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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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