In digital marketing, the terms SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) often cause confusion. Both strategies aim to increase a website's visibility in search engines, but they do so in different ways. In this article, we explain the main features, benefits, and how you can combine SEO and SEM to achieve maximum results.
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What is SEO? A long-term strategy
SEO optimises a website so that it appears in organic search results. This method does not incur direct costs per click, but requires time and consistent effort.
On-page SEO | Off-page SEO | Technical SEO |
|---|---|---|
| This area focuses on optimising elements on the website, such as: | Here, the focus is on increasing the authority of the website through external links. Important measures include: | Optimises technical aspects such as: |
| The correct use of keywords. | Creating content that others want to link to. | Loading speed of the website. |
| Creating relevant and high-quality content. | Cooperations or publications on relevant platforms. | Use of alt tags for images. |
| Optimisation of meta descriptions, headings, and URLs. | Structure of internal links and site architecture. |
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What is SEM? Quick and controlled results.
SEM uses platforms like Google Ads to place paid ads in search results. It is ideal for quick results and targeted outreach.
Search campaigns
These ads appear in search results based on selected keywords. They are particularly suitable for targeting customers with purchase intent.
Display and retargeting
SEM also includes graphic banners and video ads that are displayed on other sites. Retargeting shows ads specifically to users who have already visited your website.
SEM as support for SEO
One advantage of SEM is that it can complement SEO, while organic results take time. For example, you can highlight important products during a promotion with SEM.
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Comparison: When to choose SEO or SEM?
SEO
SEM
Time
Long-term results
Immediate results
Costs
Free of charge, but time-consuming
Cost per click
Sustainability
Stable and long-term
Budget-dependent
Flexibility
Less flexible
Completely customisable
Free tools for SEO analysis
Here are some helpful tools to analyse your website for free:
Conclusion: How to make the best decision for your business
SEO and SEM are not opponents, but strategic partners. While SEO represents a long-term investment that builds authority and sustainability, SEM delivers quick results, ideal for promotions or product launches. The right mix of both strategies depends on your goals and resources. Are you ready to leverage these strategies for your business? Hola IT is happy to assist you!
Whether it's SEO, SEM, or both – we are your partner for effective online marketing strategies.
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