SEO and SEM Within a Digital Marketing strategy.

SEO comes from Search Engine Optimization, or what is the same, the optimization of search engines. So an SEO is a person who has the skills and knowledge to position a website in the first results of search engines such as Google or Yahoo. It is primarily dedicated to optimize certain content of a website to be integrated by search engines.

A good SEO, must have an analytical perspective and know and have all the analysis tools that are possible to optimize a web. You must analyze the competition, the traffic of the web page and have at all times the control of which are the changes that must be made.

However, the SEM (Seach Engine Marketing) refers to the promotion of a website in the search engines by using paid ads through platforms such as Google AdWords or Bing Ads.

This concept is extended to other platforms and social networks where you usually pay for each click, the main objective of this strategy is to give immediate visibility to our website, since since we configured the campaigns and paid to leave, our ads have more possibility to appear.

The main difference is that with an SEO strategy we do not have to assume a direct cost for each visit, as we do with the SEM strategy; But the combination of both is attractive in order to obtain better results in the short, medium and long term.

To establish a marketing strategy adjusted and appropriate to the goals that you propose is important to analyze the differences between SEO and SEM and thus be able to use them in the most effective way possible.

• Keywords: SEO uses a limited number of keywords; however the SEM the use of keywords is unlimited.
• The cost: SEO the payment is for the optimization work (personal in payroll, an external or an agency); SEM is paid for visits (to Google, Bing, etc.) and campaign management (payroll professional, external or agency).
• Time: SEO results are obtained in the medium / long term; SEM is almost immediately.
• Visibility: SEO can not guarantee that you will appear on the first page of organic search results or in a certain position at a certain time; SEM since the beginning of the campaign is possible appears in the first results.
• Content: SEO is valued quality, relevance and extension of content, SEM content has a commercial focus is direct.

I hope that this article will serve to evaluate and weigh both figures and draw the best digital marketing strategy that best fits the goal set.