How to balance SEM and SEO?

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How to balance SEM and SEO? Regarding this question, I will answer the following two aspects: firstly, the displayed position, and the advantages and disadvantages of SEM and SEO. Second, how to balance SEM and SEO.

The content of the article:

• Display position and advantages and disadvantages of SEM and SEO
• How to balance SEM and SEO?

Display position and advantages and disadvantages of SEM and SEO

1. SEM - fast effect, accurate flow

SEM: search engine promotion refers to a variety of online marketing based on search engine platforms such as Google, Yandex, Baidu, 360, etc. In simple terms, buying keyword rankings, displaying ads on the search results page, and directing users to clicks, thereby getting traffic. This is a pay-per-effect network promotion method that triggers a display with keywords as the target.

A characteristic feature of SEM is paid promotion, which gives a quick effect, while the promotion is running, you can quickly get traffic and even conversion. The most obvious advantage of this promotion method is that it can rank first on the search results page to get a good ranking and display, and it can promote thousands of keywords at the same time.

According to the survey data, the top 10 websites accounted for 72% CTR, the sites from 10th to 20th had 17.9%, and all websites after 20th had only 10% CTR. The higher the ad in the results, the more traffic.

In addition, by matching keywords to search terms, user needs are very clearly presented. For example, if I search for [air conditioner cleaning], it means that I just need [air conditioner cleaning], so the traffic promoted by SEM is very accurate.

2. SEO-stable, search engines accept everything

SEO: Also known as search engine optimization, SEO is non-promotional organic search traffic generated through technical means. A common operation is to increase the weight of a website by publishing high-quality articles, internal and external linking, website structure, keyword placement, etc. to achieve the goal of increasing the ranking of the website's keywords for traffic.

There is no charge for clicks on keywords made with SEO optimization. Conventional white hat SEO needs to be optimized over time in order to achieve the goal.

Compared to SEM, the first benefit of SEO is that "search engines take it all". SEMs need to open an account and advertise on certain search engine platforms separately, and as long as SEO is properly optimized, all search engine platforms can get good ranking results.

The simple understanding is that when we optimize a website, in the beginning, for example, we only want to optimize the rankings in Google, but the results will be sent to the rankings of other search engines, which can bring more traffic to the site.

The second advantage is that the ranking is stable. As long as it's done through formal optimization, rankings won't drop quickly, meaning the site can continue to get free traffic.

SEM and SEO how to balance them?

In essence, SEM and SEO are two different promotion methods that can exist independently of each other, but it is definitely better for businesses to cooperate with them. So how should we balance them?

1. Determine which words should be SEO optimized based on SEM conversion results

In SEM promotion, there should be some converted keywords and search terms that can serve as a guide for choosing SEO words.

2. Some high value words or banned words in SEM can be optimized with SEO

If you have used SEM, you know that some words can lead to infringement and other problems when promoting SEM, but this word is the key word. For the time being, you may want to consider using SEO optimization to solve this problem.

For example, we have a client who makes "Russian Automobile Scrap", but the word "Russian Automobile" cannot be clicked (PS: I don't want to click this word), so I can only select SEO. In addition, there are some highly competitive search engine words with expensive bids that can also be considered for SEO. Often these words are difficult to optimize, but after successful optimization, the marketing costs of the enterprise can be reduced.

3. Collect creative data in SEM to provide link for SEO title and description

Collect creative titles and creative descriptions that have the best effect in SEM. Good results prove that visitors enjoy clicking. Therefore, SEO also uses a set of creative ideas that visitors like and naturally can also win among their peers.

4. The combination of these two methods can reduce the time limit and increase traffic

We all know that SEMs have to spend money to get ranked. Once the budget is not enough, it will turn off and visitors will not be able to see our ads. At this time, if the SEO has a ranking, even after the ad account is disabled, it can still go with the SEO.

Natural rankings provide relevant information, while natural SEO rankings have no time limit. Users can search for company information at any time period, which allows the company's brand to be displayed around the clock.

Finally, if an enterprise wants to engage in online marketing promotion, it is recommended to use both promotion methods together, which can not only achieve the goal of short-term traffic growth, establish long-term relationships with potential customers, but also reduce marketing costs in order to expand sales and improve ROI. whose ultimate goal is to increase profits.

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