Role of SEO & SEM in Digital Marketing

The terms SEO and SEM are widely popular in the world of Digital Marketing. Search Engine Optimisation and Search Engine Marketing are interrelated terms that hold the most important value with your digital marketing needs.

Search Engine Optimisation is one of the foundations for increasing the reach, presence and traffic of your website by helping your website rank on search engines like Google. The objective of this exercise is to provide organic results to your marketing efforts.

Search Engine Marketing, on the other hand, is referred to as the exercise of increasing your website’s traffic through paid campaigns and advertisements.

Both SEO and SEM have the common objective of driving engagement and traffic to your website. Both these exercises are necessary for ranking your website and webpage on the search engine rankings for the desired keyword search.

The role of SEM is quick and rapid. However, the cost involved in this activity is much greater as compared to the SEO exercises. 

SEO, on the other hand, is a long term process, the results of which appear gradually. This helps in getting you organic visitors on the website. Furthermore, the cost involved in this exercise is much less as compared to SEM.

What are the benefits of SEO and SEM for my website?

As per the claim made by NetMarketShare in 2017, Google alone grabbed 79% of the search traffic worldwide. Furthermore, as per the stat given by Internet Live Stats, there are over 66,000 searches on Google every second!

This highlights the importance of investing in SEO and SEM activities for bringing your web presence active on Google. In other words, your digital marketing initiatives, if not worked around the need for advancing the cause of SEO and SEM, are irrelevant to a large extent. The following are the mentioned benefits of having an SEO and SEM plan for your business which will help you in driving more traffic on your website and thus more revenue to your business.

1.  SEO and SEM help in boosting your credibility

High search engine rankings are one of the important parameters for Google and the other search engines to evaluate your website’s authority. Investing in SEO and SEM help in ensuring that you maintain high quality standards in maintaining your website and webpages. 

This is an important indicator to the search engines that you aim in improving the performance of your website and that you are relevant to the requirements of the audience. Hence by making application of the SEO and SEM strategies, you can increase the Domain Authority and Domain Rating of your website.


2.  SEO and SEM are important for the digital marketing success

Imagining a digital marketing plan that brings return on investment without a dedicated SEO and SEM plan is simply out of the question. Optimising your website for SEO and SEM is simply an indicator that you are willing to work for the interests of your audience. 

Maintaining an active online presence of your website is important to avoid your website getting lost in the dearth of billions of other inactive websites on the internet. Investing in SEO & SEM exercises helps you to stay focused and motivated in keeping your website alive and relevant to the needs of your audience.

This is the foundation of your digital marketing initiatives. Websites occupy an important part of your digital marketing plans around which your overall success in the digital space lies. 

3.  SEO and SEM help in finding your target audience easily

Making a Google Search is as simple as pressing a click on the search button. The dependency of the modern age users for search engine results is becoming more and more with each passing day. Search engine results are the important drivers of the decision making exercise of internet users across the world.

Furthermore, as per Forbes, the second page results only attract 6% of the website clicks, with 92% users simply clicking on the first page results. This is where the role of the SEO and SEM activities comes into the light for bringing favourable results for your website.

SEO and SEM activities help you find your target audience by attracting search engine rankings. Users, by entering the keyword search phrase have the opportunity of finding your web page on the search engine rankings. This way, they can navigate their interest by visiting your website to serve the strategic purpose of your business.

The potential of SEO and SEM in helping you find your target audience is phenomenal. They help in bringing refined and targeted audience groups to your website whose needs match the value offering you provide.

4.  SEO and SEM help in giving you competitive advantage

SEO and SEM have an important role to play in establishing the competitive edge of your website and business. Following the best practices of SEO is important in keeping the quality of your website high. This provides for a competitive advantage over your competitors by increasing your reach with the users.

Optimising your website for the SEO and SEM practices also helps in maintaining that you achieve positive response and engagement from your audience. This is because SEO helps in improving the usability of your website. By working on the parameters like site speed, page structure and user interface, you can give your website a robust presence. In this manner, you can fulfil the overall expectations of your audience.

5.  SEO and SEM help in bringing quantifiable results

The results of the SEO and SEM activities can be measured on a quantifiable scale. Furthermore, the other major advantage is that these activities help in taking measures by factoring into account the role of numbers and data.

In this manner, not only does SEO help in giving you the numbers to measure the performance of your digital marketing initiatives, but they also help you to take a data-driven approach to formulate and implement your strategies.

6.  SEO and SEM complement your other digital marketing initiatives

SEO and SEM plays a crucial role in empowering digital marketing initiatives and prospects for your business. By boosting the functionalities and presence of your website, you have the opportunity to complement your other digital marketing initiatives. By optimising your web presence, you have the opportunity for creating a holistic experience for the user. 

By following SEO and SEM strategies, you can increase the spending time of your users on your website. By meeting the functional requirements of your audience with the help of a website, your users have improved chances for deriving positive values about your brand and business. This hence creates a positive impact for the other forms of digital marketing techniques like display ads and social media marketing.  

7.  SEO and SEM help you in achieving your short term and long term goals

Both SEM and SEO are important for the short term and long term objectives of your business. In the short term, the search engine rankings through paid campaigns can help in boosting the presence of your website on the search engine. This provides for the scope of your target audience to find your website and eventually convert as a user.

SEO, on the other hand, is important for the long term objectives of your business. They help in increasing the presence of your website for the related keyword search results. Furthermore, implementing the practices of SEO also are important in keeping you focused on maintaining the quality and relevancy of your website. SEO hence helps in increasing the value of your website. It helps in positioning your website as unique and pertinent to the needs of your audience.

Final words

Preparing a well-established SEO and SEM strategy helps you to reach your target audience in a trustworthy and authentic manner. Having a dedicated SEO and SEM strategy is one of the key components in finding the success of your digital marketing initiatives with the help of content marketing. Implementing your SEO and SEM plans helps you in getting close with your target audience.

With the increasing penetration of the internet globally, the reliance of the users on search engine results to make every small and major decision of their life has increased. Search engine optimisation and search engine marketing have become the standard phenomenon in creating a successful and sustainable marketing plan. 

They are the key to your brand building motives. Their importance must be emphasised for catering to the new age requirements of the user. Businesses across scales, industry and experience must realise that with the changing pace of time, relying solely on traditional marketing techniques is no longer a feasible option. Building an SEO and SEM strategy for your digital marketing needs must thus be a topmost priority for your marketing needs.