GUESTS & RESOURCES
- Lillian Haase: Website // LinkedIn
- The Voices of Search Podcast: Email // LinkedIn // Twitter
- Benjamin Shapiro: Website // LinkedIn // Twitter
Join host Ben as he continues his SEO Battles Week discussion with Searchmetrics’ Director of European Marketing Lillian Haase to compare SEO and SEM. Together, they dive into the nuances of mastering the combination of SEO versus SEM.
Paid keywords grant more control of where your ads are placed, the spend per click and the overall message compared to organic SEO. It helps your brand to appear on pages you might not be able to organically rank for. As you start marketing for a brand or service, use SEM to test what placements are effective and identify which keywords actually convert for you. Once identified you can begin to build SEO strategies around them.
Although SEO and SEM differ, it’s necessary to apply both in your overall strategy. SEM will allow you to interject yourself in front of people who are actively searching to generate brand awareness. This method is costly, but SEO channels can take SEM’s place, guaranteeing higher conversions with low-cost organic placements once awareness is achieved.