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SEO And SEM

How SEO And SEM Work Together

By: SMITH THOMPSON

Our digital marketing agency in Auckland is equally adept at handling Search Engine Marketing and Search Engine Optimisation. While the two marketing methods are different, both should be included in any successful online marketing mix. Combined, they help you control both ends of the fabled sales/marketing funnel where prospects become customers.

Search Engine Marketing (SEM) is a tactic used in internet marketing; it involves increasing a website’s visibility on search engine results pages (SERPs) through paid advertising; Google Adwords is the classic example of cost-effective advertising that can produce excellent results.

On the other hand, Search Engine Optimisation (SEO) doesn’t require a business to pay the search engine for increased traffic and clicks. Instead, they can earn a free spot high on a search engine result page if they have the most relevant content for a given keyword search. (Having said that, other factors can also help to achieve a higher ranking including excellent website design and quality content)

When it comes to controlling a sales funnel, SEO is widely regarded as a powerful way to drive evergreen traffic at the top of the funnel. Marketing at the top of the funnel is basically an exercise in talking to prospects who are brand new to your business. They’re seeking more information about your product or service before committing to making an actual purchase. Obviously the keywords they use in this initial search should see them come to you…if you’ve got that part of your SEO strategy right. We’ll make sure it is.

At the other end of your marketing funnel reside the prospects who know more about your brand and have already engaged with your business. If we refer to AIDA: Awareness, Interest, Desire, Action then they have gone well past Awareness and delved deep into Interest, Desire and Action territory. Paid search engine advertisements, which form the core of Search Engine Marketing, are seen as a cost-effective way to drive conversions at the bottom of the funnel.

SEO and SEM go together because every purchaser starts as a prospect. 93% of online experiences begin at the search engine and both digital marketing methods are required to take the prospect from search to sale. Don’t use one and not the other. For smarter Search Engine Optimisation and Search Engine Marketing in Auckland, including Google Adwords Management, contact Sprocket Digital. We’ll make sure the people who are searching for a business like yours actually find you.

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