Today, we’re covering an extremely important and much buzzed about topic: SEO and SEM. If you aren’t yet acquainted with these marketing practices, let today be your last day in the dark. In order to gain and retain clients, familiarizing yourself with Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is a must.

Although SEO and SEM are technically two separate things often used interchangeably, SEO can be best described as the ever-changing, somewhat fickle, but completely essential best friend of SEM. The term SEO represents the practices used to garner the most visitors to a website by way of appearing highest on a list of search engine results. Ways to utilize SEO on your website include, but are not limited to, create quality content (such as blogging on your company’s site), ensure fast page load times, and utilize meta descriptions/tags and search keywords. You can also increase your ranking on a search engine by having other sites link to you and increasing your online social presence.

To understand SEM, grasp the two essential components that encompass it: Pay Per Click (PPC) and Social Media Marketing. With PPC, advertisers pay a service (such as Google) a fee each time their advertisement is clicked in return for driving traffic to their website. Social Media Marketing should consist of creating a clear voice and brand for your company to interact with and market to potential and existing customers through social media channels such as Facebook, Twitter, Instagram, LinkedIn and Pinterest. Staying on top of social media pages, with a mix of personal interaction and PPC ads, increases brand loyalty and results in higher conversation rates.

There’s no need to make a choice between SEO and SEM, each have unique benefits that work hand-in-hand together to help your company’s online presence. You’ll be successful incorporating them into your business if you have an expertly designed website, produce amazing content (update it often) and have a strong social media presence.

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