Sunday, November 1, 2009

How Search Engine Marketing is different from Search Engine Optimization

Recently, Search Engine Marketing (SEM) is a phrase that has come into the mainstream. Increasingly, 'Search Engine Optimization has ceased to cover all aspects of the very nature of search engine promotion. While search engine marketing involves click costs, search engine optimization works through free traffic. This differentiating factor has been the basis of many a generated misunderstanding.

Primarily, it is though that it is an easier task to achieve a higher Return of Investment by using SEO rather than by using SEM. Yet another such myth is what has been termed the 'landing page' yarn.

The landing page where the visitors first land upon is decided perfunctorily by the owner himself. However, in Search Engine Optimization, the search is what determines the landing page visitors see. This is that difference that is the mother of all disparity

The attention span of an average searcher does not linger long enough to register the actual content of the page and the links leading away that might potentially be beneficial. Invariably, the searcher hits the back button when what he or she is looking for is not to be found. In a matter of clicks they will be on your competition's landing page.

That precisely is the need to optimize your landing page keeping in mind what the searcher is looking for. This would convey to the searcher that he or she has come to the appropriate page. Relevancy is the keyword here. Only a good professional Search Engine Marketing firm would be able to optimize your page accordingly. This is something that an SEO cannot.

The ultimate ambition of both SEO and SEM firms is to get searchers to convert. Money wise, a Search Engine Marketing firm requires more capital investment in the beginning than what is usually the norm at a Search Engine Optimization firm. Search Engine Marketing includes management and pay per click costs which makes it more expensive. Search Engine Optimization only charges for the management prices . But of course, only Search Engine Marketing would optimize your landing pages in a professional manner thereby increasing your returns.

Search Engine Optimization and Search Engine Marketing are complementary to each other. At the end of the day, Search Engine Optimization can definitely get visitors to your page by giving you a brand image, better ranks and numerous other benefits. Nevertheless, only an investment in Search Engine Marketing makes the landing page worth the effort and worth a conversion by the visitor. A converted visitor is the entire difference in the equation between Search Engine Optimization and Search Engine Marketing.

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