SEO vs. SEM

SEO (aka Search Engine Optimization)

Vs.

SEM (aka Search Engine Marketing)

At the heart of the issue is the following question: “Do you need to promote yourself to get a job, or are you so good, you’re at the top of everyone’s list?

Seriously, that’s what it boils down to. SEO is all about having a great resume. The resume is cleanly laid out, simple to scan, contains a wealth of information, has your lengthy list of references that can vouch for your awesomeness, and of course has several years of experience listed. The reason the resume looks so damn impressive and you are at the top of people’s list is because you’ve been around long enough to garner a solid reputation. But, that reputation didn’t come cheap and it didn’t come fast.

SEM is about paying for that reputation and awareness. It’s kinda like going to a recruiter, presenting your case, and having him/her talk you up and try to get you at the top of everyone’s list. You can work with several recruiters (aka search engines) and work out different fee structures. For example pay per conversion. In this model the recruiter/search engine gets paid only when you get a job.

Ideally, brands/companies would invest in SEO and SEM. However, budgets and timing don’t always allow for it. SEO and SEM can work really well together and are definitely complimentary strategies. It’s not a case of choosing one over the other, but rather figuring out the right investment ratio for them.

Him Jiggins

Here’s my general thoughts on when to tip the scales for one or the other.

If it’s a corporate website… get the SEO right before you even think about SEM.

If it’s an e-commerce site… get the SEO right, then feed the beast with SEM.

If it’s a short term or promotional site… dump gasoline on the fire with SEM.

That said, considering SEO something “extra” in my opinion, is like paying extra for brakes, an engine, and wheels on a new car. They should be there. The people building the car should know how to manufacture the car with the necessary parts so that it drives on today’s roads. Of course, SEO requires regular maintenance checks and tune ups just like your car, but unless you have an old car with wheels that fell off, you shouldn’t be paying for SEO with the initial build.
Him Jiggins

Here’s my general thoughts on when to tip the scales for one or the other.

If it’s a corporate website… get the SEO right before you even think about SEM.

If it’s an e-commerce site… get the SEO right, then feed the beast with SEM.

If it’s a short term or promotional site… dump gasoline on the fire with SEM.

That said, considering SEO something “extra” in my opinion, is like paying extra for brakes, an engine, and wheels on a new car. They should be there. The people building the car should know how to manufacture the car with the necessary parts so that it drives on today’s roads. Of course, SEO requires regular maintenance checks and tune ups just like your car, but unless you have an old car with wheels that fell off, you shouldn’t be paying for SEO with the initial build.
http://www.thekmiecs.com adamkmiec

I agree that SEO isn’t something extra. Ideally you could afford to do it both. However, you could spend millions a year to properly optimize a site with the iProspects of the world. Every time the algorithm changes for Google you need to update your SEO approach. For many companies it’s too expensive.

Honestly, if we stopped looking at traffic (aka unique visitors) as a means of success we’d be able to better evaluate SEO and SEM spending.
Adam

I agree that SEO isn’t something extra. Ideally you could afford to do it both. However, you could spend millions a year to properly optimize a site with the iProspects of the world. Every time the algorithm changes for Google you need to update your SEO approach. For many companies it’s too expensive.

Honestly, if we stopped looking at traffic (aka unique visitors) as a means of success we’d be able to better evaluate SEO and SEM spending.
http://semadvantage.com/ Kevin Reid

Interesting analogy Adam.

It’s an example of business reality. There are limited resources, which will take the priority: SEO or SEM?

My take: unless the converting keywords are already known with an assigned visitor per value – utilize SEM to identify those keyword phrases. Then known converting keyword phrases can be targeted for optimization.

Otherwise, precious resources can be wasted on SEO for keyword phrases that don’t increase the bottom line.
http://semadvantage.com Kevin Reid

Interesting analogy Adam.

It’s an example of business reality. There are limited resources, which will take the priority: SEO or SEM?

My take: unless the converting keywords are already known with an assigned visitor per value – utilize SEM to identify those keyword phrases. Then known converting keyword phrases can be targeted for optimization.

Otherwise, precious resources can be wasted on SEO for keyword phrases that don’t increase the bottom line.