January 18, 2012 9:59 am

Rebecca Murtagh

Leveraging the Difference between Organic and Paid Search in Your Digital Marketing Strategy

I came across a blog post today that caught my eye. It spoke to things to do if your SEO wasn’t working. Problem was, the piece was about PPC or paid search.

Which was a very important reminder to myself. Because I tend to speak with SEO peers, and have worked very hard to educate my clients and do so much training, I needed to be reminded that every day there are people thinking about search for the first time. Truth is, over the years I have encountered far more marketers and business executives that don’t understand SEO and SEM than do. (which is why I am so passionate about education and training).

SEO vs SEM – and other Digital Marketing Channels

I’d like to offer a brief explanation between the most common terms, as they relate to search. A great launching point for determining how you will allocate your time and digital marketing budget. If you consider yourself to be ahead of the curve, chances are, this post will be helpful to a colleague or friend that is just entering the realm of SEO, SEM, PPC, Social Media, Mobile Marketing and all the other aspects of digital marketing.

What is SEO?

SEO is Search Engine Optimization of digital assets to be qualify for visibility in the organic results of SRPs (Search Engine Result Pages) when someone conducts a keyword query.

What is SEM?

SEM, or Search Engine Marketing, is the use of paid, or sponsored results in search to achieve visibility on SRPs when someone conducts a keyword query. The ads that appear are the product of a paid advertising model that includes PPC (pay-per-click), CPM, banner ads, mobile ads, etc.

Which is Better, Paid Search or SEO?Small businesses choose Organic SEO over paid search, social and mobile marketing.

Which should you invest your time and money in for best results?
Typically, the balance of SEO, paid search, mobile marketing, social media marketing and traditional media will vary by organization. However, as you can see by the graph representing a recent surveyed Merchant Circle, small business owners state that if they could only choose one marketing channel in which to invest their time and budget, they would choose SEO.

If you could choose only one digital marketing channel which would YOU choose?

About the Author

Rebecca Murtagh: Human First Futurist, CEO & Founder of Human AI Institute, winner of the Inc. Magazine Power Partner Award.

Rebecca leverages decades of experience working with Fortune 500, Silicon Valley, Wall Street, Mains Street, global brands and startup entrepreneurs to help executives, their teams, and entrepreneurs leverage their genius through Human AI to improve productivity, collaboration, creativity and job satisfaction for optimum performance and long-term success.

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