Which one should you get? SEO or SEM?

 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).

For digital marketing services, contact Business Catalyst

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.

    Also read: What is Crawling And Why Is It Important for SEO?

  • 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.

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.

For digital marketing services, contact Business Catalyst

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