Perbedaan SEO dan SEM

Published on March 20, 2021

Perbedaan SEO dan SEM

Mari kita lihat perbedaan antara kedua saluran tersebut.

SEM Melihat Iklan yang Ditandai dengan Jelas di SERPs

Anda dapat membedakan penempatan berbayar di SERPs dengan ikon “Iklan”. Daftar organik tidak memiliki ini, artinya hasil organik dan hasil berbayar terlihat berbeda.
Seperti yang mungkin Anda perhatikan pada gambar di atas, iklan berbayar menawarkan ekstensi iklan yang memungkinkan Anda menyempurnakan iklan penelusuran (teks) standar dengan tautan situs, info, nomor telepon, dan banyak lagi.

Konon, peringkat organik memang menawarkan cuplikan yang kaya. Namun, dengan ekstensi iklan, Anda memiliki kontrol yang jauh lebih besar atas bagaimana dan kapan ini ditampilkan.

Anda Membayar untuk Setiap Klik atau Tayangan dengan SEM

Dengan SEM, pengiklan membayar setiap kali pengguna mengklik iklan (BPK – biaya per klik) atau CPM (biaya per seribu tayangan) tergantung pada jenis kampanye yang Anda buat. Namun, mereka tidak membayar apa pun ketika pengguna mengklik daftar organik yang diberi peringkat karena SEO.

SEM Dapat Mendorong Hasil Hampir Segera. SEO Tidak Bisa.

Anda dapat langsung melihat hasil dalam beberapa klik saat Anda menjalankan kampanye SEM (berbayar). Iklan Anda akan segera tampil di hasil pencarian (asalkan disetujui, dan tawaran Anda mencukupi).

SEO, di sisi lain, dapat memakan waktu kecuali Anda tidak memiliki persaingan, yang jarang terjadi. Diperlukan waktu berbulan-bulan untuk melihat hasil organik setelah memulai strategi SEO.

SEO Memberikan Hasil Kumulatif

Poin penting lain yang perlu diperhatikan adalah bahwa SEO terus menambah nilai dari waktu ke waktu, dan laba atas investasi Anda harus kumulatif. Strategi Anda akan dibangun dari waktu ke waktu dan akan meninggalkan hasil yang bertahan lama.

Ketika Anda berinvestasi di SEM, ini tidak terjadi. Segera setelah Anda mematikan iklan, visibilitas Anda akan berhenti.

SEM Lebih Mudah Diuji dan Disempurnakan Daripada SEO

Iklan berbayar selalu membutuhkan pengujian. Salinan iklan perlu direvisi, audiens baru dapat ditargetkan, dan Anda mungkin harus mengubah konten halaman arahan agar pengujian Anda berfungsi. Dan dengan data yang tersedia, semua ini dapat dilakukan dengan cepat, dengan perubahan yang berlaku dengan cepat dan hasil pengujian kembali dalam waktu singkat.

Anda tidak dapat menguji dengan cara yang sama dengan SEO, mengingat sifat algoritme. Tentu saja, pengujian tetap menjadi bagian yang sangat penting dari strategi SEO yang solid; hanya saja tidak sebanding dengan apa yang memungkinkan PPC.


SEO vs. SEM – Which Should You Use?

The answer to this question is plain and simple; it depends (as much as it pains us to use this as a response to an SEO-related question).
It depends very much upon:
• What your specific goal is. If you want to drive quick traffic to a sale, test a new offer, or kickstart a slow month, SEM should be your choice. If you want to drive long-term growth, SEO may be preferable.
• Your existing performance. If you already have strong organic visibility, SEM could be a great way to supplement this with additional visibility.
• Your margins. In some cases, once you take into account high click costs and low product margins, it doesn’t make sense to run SEM. In cases like this, SEO is likely the channel to drive much stronger returns. It is worth estimating the CPC (cost-per-click) that you need to pay with the PPC keyword tool and to understand what your conversion rate would need to be to make a profit.
• Consider the lifetime value of your customer. When using SEM, you can find that higher LTV (Customer Lifetime Value) accounts for higher click costs. But a lower LTV may mean that SEO comes up as a stronger strategy.
But this assumes that you are only going to use one of these channels.
The reality is that, for most businesses, a successful search strategy should see you integrating both SEO and SEM.
These two powerful marketing channels together open up a wealth of opportunities to drive growth from potential customers who are searching for businesses just like yours.

Combining SEO and SEM
When you combine SEO and SEM, you have the ability to integrate the channels and:
• Use data insights from your SEM strategy to supercharge your SEO approach, including gaining valuable insights into expected conversion rates, performance at a keyword level, estimates around traffic opportunities, and more. In this respect, think of SEM as a testing-bed for SEO.
• You can make your SEO efforts work harder by creating remarketing campaigns as part of your SEM strategy to reach those that previously didn’t convert into customers. You can target them with search ads, display ads, and more.
• You can take over the SERPs by combining these two tactics, and make sure you are visible both in the ads space and organic listings.
Your Competitor’s SEO and SEM
You should also keep an eye on what your competition is doing. You can use the Competitive Research Toolkit to gain an understanding of your competitor’s advertising strategies and their SEO performance with the following tools:
• Organic Research
• Keyword Gap
• Backlink Analytics and Backlink Gap
• Position Tracking
See what your competitors are ranking for organically and formulate a plan that will beat their SERP placements. Look into what paid activity they are engaged in and what keywords they are targeting to send traffic to their brand.
The more you know about your competitors’ strategies, the better yours can be.
Last Point
All too often, SEO and SEM are seen as totally different channels that can’t be used together, or they are confused as being one and the same.
It is important that you understand the purpose of each of these as part of your wider marketing strategy and figure out how to use both of these together to drive success and gain a competitive advantage.