SEO and SEM are the two most popular web marketing techniques that business owners use to popularize their business.Online businesses require continuous flow of customers into their site. Search Engines acts as a conduit for them to get high traffic. Traffic from search engines can be obtained in two different ways. The first one is normal organic SEO where business owners optimize their websites for better search engine rankings. The second one is paid advertising or where business owners pay search engines to display their results at the top of the page. This kind of advertising is called as SEM.
These owners can also optimize their websites for search engines, but paid advertising have ability to attract large traffic in a short time. But there are various advantages of SEO over paid advertising which are as follows:
A. No budget problems:
Paid advertising includes spending large amounts of money to search engines. Not only will you have to pay to get high rank, but also to maintain that rank. With SEO, no money is required and also maintenance cost is zero. Some business owners may opt for an SEO agency which improves the site’s ranking. But still it is a one-time payment, unlike paid ads where you will have to empty your pockets regularly. SEO can bring you more profits that paid counterparts. SEO is the best way of getting huge traffic from search engines.
B. Broad and Targeted Traffic:
Search engines mark their sponsored listings and ads and this is the reason many people do not click on them. People mostly rely on organic results which are displayed on the results page. Also people click on organic results, because they are really interested in the site. Hence the audience received through organic results is very broad and targeted. Audiences know that these are paid results and therefore they do not click on them. They click on natural results as they think that they are potential of staying in that rank.
C. Excellent Long Term Return on Investment (ROI):
With organic SEO, your search engine rank will improve over the years and it will continue to give you returns. Albeit organic SEO takes some time to produce results, but once ranked, you will be getting a lot of free traffic. ROI is not guaranteed in case of paid advertisings. And if you do not get sufficient return on your investment, you may have to remove your paid ad campaign. Businesses can face severe losses if their paid ad campaigns are not capable of generating at least break even revenue.
D. Additional Traffic:
Link building is one of the sub techniques of SEO. In Link building, you try to get links from high trafficked websites. People arriving in these high trafficked websites may click on to your website with the help of a link provided in the link building campaign. In this way you get additional non search engine traffic. This differs from SEM because all the visitors will be coming from paid advertisements. There is no scope of additional traffic. This kind of traffic is called as third party traffic. They have not come to your site via search engines. Link building is all about getting third party traffic.
E. Same for All:
Major Search engines such as Google, Yahoo and Bing contribute to the maximum number of internet searches conducted per day. Search Engine Optimization processes and results are same for all the search engines, in spite of different search engine algorithms. A one-time hard work in SEO will raise your rank in all the search engines. But in case of Paid advertising, you will have to pay to each one of the search engines separately to display your ads. This requires money as well as additional hard work.
SEO and SEM marks their presence in their respective genres. With proper SEO, you are sure to make money, but the word “sureness” does not exist in SEM’s dictionary.
If you wish to learn the entire process of link building with a step by step and a detailed approach, then read our Link Building Guide which will lead you in finding high number of quality backlinks.