New technologies as well as developments in existing technologies are appearing at an exceedingly fast rate. As technologies change, so does the terminology used to describe them.
Search Engine Marketing (SEM)
In the early 2000s, search engine marketing (SEM) was originally defined as the umbrella under which both paid and organic search would fall. This made perfect sense, as marketing naturally incorporates a wide array of tactics, including advertising.
On the Internet, you will find varying perceptions on the definition of SEM search engine marketing. It’s important that you; the professional service providers have a clear understanding of the SEO and SEM terminologies so that you can assist your clients proficiently.
Marketing is a process. It is a cycle of events in which you start off with a strategy. If you have a strategy you have to know how to measure and interpret the results from multiple data sources at the end of the cycle.
In the middle of the cycle are the tasks to get the job done.
To that end, SEM is best described by Wikipedia in that Search Engine Marketing process that is all inclusive of all activities:
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization(SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
Search Engine Optimization
Search engine optimization (SEO), is what you do on your website and is also part of SEM. It’s the process of affecting the visibility of your website in search engines’ unpaid (natural/organic) results. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by your targeted audience. Optimizing your website may involve editing its content, HTML and associated coding to increase its relevance to specific keywords.
No SEM campaign is complete without SEO. Moreover, since the purpose of SEO is to make the site better for both search engines and users, you may find that it will suffice on its own if your only purpose is to drive traffic to your site. In any case, the advantages of SEO over the other aspects of SEM make it clear that, even if you are going to spend additional money on advertising and paid placement, SEO must be your first step in promoting your site.