Digital Solutions
E-Commerce : How SEO And SEM Work Together To Optimize Brand Visibility
# FREEPIK
By Michael Mwangi
The fact that technology is a fundamental part of modern life is largely due to search engines . There are thousands of people using search engines every second of the day , and there are more than one billion websites . The first thing most consumers do is they go to search engines to look for new business , solve a problem or get answers .
Websites are constantly competing with one another for visitors in the sea of websites . An astounding 3.5billion searches are done every day . Because of this , marketers have a fantastic opportunity to reach audiences . 90 % used Google to search and about 50 % of Kenyan eyeball searches are tech related . This tells us there is a huge competitive market opportunity .
With millions of businesses competing for the same consumers , now more than ever it is important to leverage the power and influence of search engine marketing strategy . How and when you use search engine marketing and search engine optimization , determines business success . SEO and SEM are both distinct strategies that understood and applied well can help you succeed in your marketing efforts . Kenyan enterprises , whatever the size need to understand their differences and when to apply them .
Search Engine Marketing ( SEM ) and Search Engine Optimization , ( SEO ) are two important concepts in digital marketing . While they have some similarities , there are key differences
between the two . SEO refers to organic , unpaid strategies for improving a website ' s rankings in search engine results pages ( SERPs ).
SEO Goals
The goal of SEO is to make a website more visible and discoverable to search engines like Google , so it appears higher up in the search results for relevant queries . This is achieved by optimizing on-page elements like title tags , headings , content , etc ., as well as off-page factors like backlinks from other websites .
By improving a site ' s SEO , marketers can drive more organic traffic from search engines without having to pay for ads .
SEM Goals
Creating compelling content is the magic piece in the puzzle of your website ’ s strategy . Without helpful content , search engines have nothing to rank . Offer readers top-notch value through material that shows deep knowledge and answers their search queries .
The goal of SEM is to get advertisements to appear on search engine results pages ( SERPs ), or paid strategies for gaining visibility in SERPs . The most common SEM tactic is PPC ( Pay-Per-Click ) advertising , where advertisers bid on keywords relevant to their business .
When someone searches for that keyword , the ads may appear above or alongside the organic results . Advertisers pay the search engine only when their ad is clicked .
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