What’s the difference between SEO and SEM?

SEO and SEM are two related, but distinct, digital marketing strategies. SEO, or search engine optimization, is the process of improving the ranking of a website on search engines like Google in order to attract more organic, or unpaid, traffic. This is typically achieved through techniques such as keyword optimization and link building.

On the other hand, SEM, or search engine marketing, is a broader term that refers to the use of paid advertising to promote a website on search engines. This can include techniques such as pay-per-click (PPC) advertising, in which businesses pay a fee each time a user clicks on their ad, and display advertising, in which businesses pay to display their ads on other websites.

In general, SEO focuses on improving a website’s visibility and ranking in the unpaid, or organic, search results, while SEM involves the use of paid advertising to promote a website on search engines. While both strategies can be effective in attracting traffic to a website, they typically serve different purposes and are used at different stages of the customer journey. SEO is typically used to attract potential customers who are in the early stages of the buying process, while SEM is often used to target customers who are further along in the decision-making process and are more likely to convert.