Theoria Creative Articles

May 14

How to optimize a website – SEO vs SEM?

SEO and SEM pros and cons


Creating and maintaining an online presence has become an essential part of all successful companies. Creating a website requires a professional web design and a custom website development. A website that appears in organic search results also requires an understanding of search engine technology. Let’s take a look at website optimization tips and differences between SEO and SEM techniques.

Studies show that the first link on the first search engine result page (SERPs) has a click through rate of 36%, and anything past the first two pages is considered invisible to most googlers. To increase your website’s visibility and appear higher in search results you should consider SEM and SEO techniques.

Search engine marketing (SEM) is the umbrella term for every effort to land higher in search results. SEM techniques include the promotion of website through paid ad placements, PPC (pay-per-click search advertising), and paid inclusions. In its simplest form SEM is the process of manipulating keywords for paid ads to bring traffic to your website.

Search engine optimization (SEO) must be a part of any SEM strategy or performed during every custom website development. Aside from user-friendly web design and relevant content, optimizing a website requires deep knowledge of web development. It is important that your website is written, structured and coded the way crawlers understand, otherwise they may not reach the important information or find it irrelevant and your site’s visibility will suffer. SEO is the process of “translating” your website content to crawlers in order to improve your organic (un-paid) search presence.

Although SEO is a part of an overall SEM strategy, it should be a first step in optimizing a site prior to spending additional money on paid placement and advertisements.

Read about Basic SEO techniques.