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If you’re marketing a business in the age of technology, chances are you’ve heard the terms SEO and SEM. But what’s the difference between SEO and SEM? And how can understanding and utilizing both of them help promote your business online?

SEO vs. SEM: What’s the difference?

SEO stands for “search engine optimization”, which essentially asks the question, “What are you doing on your website that helps search engines find you?”. It’s the strategy behind planning and creating organic content with relatable keywords and user-friendly designs to garner traffic for your site. A great SEO strategy will steadily build your brand’s credibility and make it easier to rank on search engines, which will expose your business to the public on a greater scale.

SEM, on the other hand, stands for “search engine marketing.” In essence, business owners pay for their ads to appear at the top of the list of search engines. It’s more of a “pay as you go” expense where business owners use their ad budget on platforms like Google or Facebook and pay per click/engagement. This is a great way to ensure that your targeted ad gets seen, but it’s more likely to be successful on SEO-friendly websites.

Unlike SEM, you don’t have to pay for good SEO. However, it will take a lot of time to build that plan and put it into action, so it may be better to hire professionals to create and push an effective plan. Ultimately, both SEO and SEM rely on keyword research, but they use different tactics to drive traffic and create results.

Building a Stronger Marketing Strategy with SEO and SEM

One common misconception regarding SEO and SEM is this idea that one can work better than the other. In fact, both tactics can be used in tandem and are actually stronger together. energyhill CEO and Co-founder, Dr. Ryan Lowe, says that SEO and SEM are like two pillars holding up one structure; they are both equally important and each play their own role in supporting your business.

The linchpin of an effective SEO and SEM strategy is to find the keywords that people are using on search engines when they search for the goods or services that your business provides. The idea is to put your business in their path and let people know how your business fulfills their needs. A sure-fire way to accomplish this is to be sure that 1.) your ad campaigns include related keywords and 2.) you have a plan to publish content on your website and social accounts routinely.

Enlisting the help of a marketing and design agency can help business owners benefit from these strategies. Professional content creators can help you optimize the perfect combination of calculated leads based on good website content (SEO) and good ad spending strategy (SEM) for your business.

For more information about SEO and SEM, check out these informative videos hosted by Dr. Ryan Lowe. He will take you through the nuts and bolts of SEO and SEM, how to create and use both strategies in marketing your business, and provide examples of successful campaign tactics used by the design team at energyhill.

Marketing with energyhill

Developing a SEO and SEM strategy can be a confusing and time-consuming process. Instead, relying on a marketing expert can not only simplify the process but save you wasted time, money, and effort. Contact us to learn how our award-winning marketing and design team can help your business grow.

A well-designed website is a massive advantage for any business. It can drive sales, boost exposure, increase loyalty, and promote your brand. These are only a few reasons why website marketing is crucial — but it can only work if you know how to design your website correctly.

Here are some strategies for website marketing and how they can help your business.

how website design can drive marketing

In order to effectively design a website that can operate as a marketing tool for business growth, you first need to understand website marketing. Website marketing is the method of using your website to promote your product and increase sales.

Different strategies include visually-engaging design, blogs, contact forms, email campaigns, and videos of products or testimonials. For example, including videos on your website has shown to enhance the customer experience and increases ROI.

website design is a marketing strategy

A well-designed website doesn’t just mean visually appealing, it includes engaging content, keywords, and search engine optimization.

About 44 percent of users will leave a website if it lacks specific information such as the company’s contact information. In addition, the website should tell a clear story that helps customers understand what you do. Incorporating strong SEO tactics in these processes will keep customers engaged and allows your website to readily appear on search engines, which is what every business works towards.

Your website provides an opportunity to track the performances of your marketing strategies, allowing you to see what’s working and what isn’t. Strategies such as including videos on your landing page can increase conversion rates, not to mention they leave a lasting impression on customers. Another popular strategy is to practice landing page a/b testing to increase conversion rates.

mobile-friendly website design

A vital, and often overlooked, part of website design is ensuring that it is compatible with different devices. Almost 57 percent of users have a negative impression and won’t recommend businesses that appear poorly designed on mobile.

An idea to consider is to create your website for mobile devices first, and then transfer to desktop. This may make it easier to connect the user experience to multiple devices.

take advantage of website marketing

 

make a goal

The first step of website marketing is really understanding what you want your website to do for you and your business.

Do you want to drive more traffic to your website or are you hoping for a more specific objective? You may find that you have multiple goals for your website, in which case you should prioritize that list. Rome wasn’t built in one day — so understand that goals all can’t be achieved at once.

Once you’ve created your goal then you can determine what tools and platforms will best allow you to achieve it.

target your audience

Create content for different audience segments on your site for the best result. The best rule of thumb is to generate content for three customer personas. The best way to do this is by analyzing your audience and what they are responding to.

Who will be coming to your website and what do they want? People have different values so for some, an established blog page with content represents credibility and leadership. However, for others, testimonials are a stronger selling point.

be design-savvy

First impressions matter. Your website is often the first thing that potential customers will see of your brand. It’s absolutely important that it’s well-designed and loads in a timely fashion.

Not only do you need to consider components like font and colors but customer accessibility. Pages should include a sales page where customers can purchase products or services, links to social media, an about page that shows what you do and sets you apart from other businesses, and more.

Customize these pages to fit the needs of your product or service. If you’re not confident in your design abilities, it’s worth it to outsource it to a reliable third party. After all, it’s the design of your website is the easiest way to make an impression on potential customers.

In addition to experience in web design and user experience, third parties also offer an outside perspective to bounce ideas off of. The investment in a great website will improve user experience, promote credibility, and boost sales.

award-winning web design

Do you need help creating a website or looking to revamp your current one?

When it comes to partnering with another company to handle your website design and marketing strategies, trust the award-winning experience of energyhill. Not only are our designs recognized, but we are also SEO experts and HubSpot partners. Contact us today for a free quote on how we can help you grow your business.