For an effective digital strategy, we need to draw on two major tools: organic and paid growth.
In practice, Search Engine Optimization is responsible for organic ranking, meaning you need to use a mix of creativity and engaging content for your website to rank highly on a search engine like Google. With this method, there is no way of paying your way to a higher position.
In contrast, Search Engine Marketing deals with the paid aspect of your digital marketing plan. This encompasses paid search ad campaigns, such as Google Ads. SEM strategies include creating and optimizing digital ads in addition to setting a budget to pay for your ads.
When we compare SEO vs. SEM, the glaring differences are the financial and time investments, the type of content you will require, and the time frame in which you can expect results. While SEM is more successful at short- to medium-term results, SEO outruns it for medium- and long-term results.
There is a decision to be made: either investing time and effort into creating a webpage that would organically rise to the top of search engine ranking, or continuously paying for each click that your ads get. But do we have to forego one for the other?
At Voke Design, we recommend a balance between the two tactics in the order of SEM first, followed by SEO. Once we determine your most relevant set of keywords, we can move on to your content strategy.
It boils down to incorporating keywords skillfully within your website as part of high-quality content that, in conjunction with paid ads, moves to the top of search bars and engages an expanding audience over time.