Put simply, Search Engine Optimisation (SEO) is a part of Search Engine Marketing (SEM) – SEM is the ‘parent’ and SEO isÂ one of the ‘children’.
What is SEO? Well it’s an ongoing process which helpsÂ youÂ rankÂ as high as possible in theÂ organic search engine results, such as Google, for the keywords and terms your target audience searches for. The key here is organic results i.e. the natural, non-paid results.
SEM includes SEO, plus the following:
- Paid inclusion, which isÂ when you pay a search engine or directoryÂ forÂ your site to be instantly added to their listings rather than relying on the search engine spiders to rank you over time.
- Pay per click ads, such as Google adwords, shown in the image above. These are display ads which appear in the search results based on the keywords entered and you pay each time your ad is clicked.
The additional practices in SEM offer the advantage of speed, as the results are instant, but you will pay for this. Many websites will use paid adverts whilst they work their way up the organic listings. However, paid listings are also often used to supplement organic results as a number of users will click on the paid links before the organic ones; this is usually because they areÂ placed physically higher up the page whichÂ drawsÂ people’sÂ eye first.