SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are two basic concepts in digital marketing that focus on increasing visibility in search engine results.
SEO aims to improve a website so that it ranks higher in the organic (non-paid) search results. This is achieved by optimizing website content, improving technical aspects such as website loading speed and structure, as well as building quality backlinks that strengthen website credibility and authority.
SEM involves paid strategies to increase visibility, usually through PPC (Pay Per Click) campaigns such as Google Ads. SEM allows companies to place their ads in search results for specific keywords and only pay when someone clicks on the ad. This is particularly valuable for driving traffic and conversions quickly while SEO strategies take longer to produce results.
Both of these methods complement each other and are often used simultaneously to maximize a company’s visibility and effectiveness in reaching out to potential customers via search engines.