Search Engine Placement: SEO & SEM

I last spoke about several tips for getting your website ranked higher on the major search engines (Google, Yahoo, and MSN/Live). Since then I have received quite a few questions asking me about the differences between Search Engine Optimization (SEO) and Search Engine Marketing (SEM). The two processes aim for the same end goal - more relevant and qualified traffic - but use very different means.

Search Engine Optimization is the use of techniques that make your website more search engine "friendly." Adding titles, inserting appropriate content, link building, and uniqueness are all applications of SEO. When you optimize your website for the search engines you ensure that Google, Yahoo, and the other engines can "spider" (or browse) your web pages quickly and easily. SEO is an ongoing process, but typically is done during redesigns or during a large project. You do not pay the search engines to become optimized (although you may hire someone to optimize your site). You pay a larger sum once and receive the benefits for an extended period of time.

On the other side, Search Engine Marketing, or SEM, is usually defined as the utilization of the major search engines "Paid" or "Sponsored" listings. We have all seen the links on the top and right side of Google's results - those positions were auctioned by interested companies. To use SEM you must first have an account at the search engine. Then, using their tools you will select the keywords you want your links (or "ads") to be displayed for. Most SEM campaigns require you to pay a certain amount each time someone clicks on your Sponsored link. A lot of work goes into maintaining a competitive campaign. With Search Engine Marketing you pay individually for each visitor.

So, which is better? To be honest, neither. A truly successful website marketing campaign will include both SEO and SEM techniques. Use Search Engine Marketing for quick, short-term growth; and use SEO for long-term growth. The combination of these two solutions will provide long-lasting traffic and, if implemented correctly, highly qualified (willing to buy!) visitors.

There are some great online resources for learning about Search Engine Optimization and Marketing. Visit SEO Chat or Google's Search Engine Optimization Starter Guide help pages for details regarding SEO implementation and tips. Each of the major search engines run their own SEM tools (Google's AdWords, Yahoo's Small Business SEM, and MSN's adCenter); check out their unique tips and requirements.

Of course, it takes a lot of time (and money) to learn the extensive techniques available to increase your Search Engine Placement. If you have any questions or comments contact Visionary Services, Inc. (515-369-3545), a leading Optimization and web site development firm in Des Moines, Iowa.

Bottom line: Search Engine Optimization and Search Engine Marketing are two separate, but equally important solutions for attracting more customers to your website. Use both if you can - and don't be afraid of asking for help!

For more information on setting website goals, please contact Visionary Services, Inc. VSi specializes in web site development and design with an emphasis on data-driven integrations. Located in Des Moines, Iowa, VSi provides web development, design, and consulting services on both Linux and Microsoft Windows operating systems and a variety of platforms including PHP and Microsoft ASP .Net. Visit www.visionary.com for more details or to contact the Visionary Services Inc team.