Positioning in SEM campaigns – what is it and what effects does it give?

SEO, SEM, marketing - these are concepts that must be faced by anyone who is starting a business or wants to develop it, but has not yet conducted online activities. What is SEO and what is SEM? How do they differ from each other? How to approach positioning in both cases?

What is website positioning?

Everyone who runs a company (regardless of its size and area of ​​operation) knows that in order to acquire regular customers, you must first of all offer high-quality products and services.

Customer service is no less important - after all, they want to feel that their needs are understood, they are taken seriously, and in case of problems, they can count on real interest in the matter.

We can conduct the most effective marketing activities offline - leaflets, banners, brochures - but offline marketing cannot in any way compare to the opportunities offered by the brand's online presence.

Offline activities can at most partially enhance those online, but they will not replace them.

The basis for the existence and flourishing of a business, regardless of its form, is its presence on the Internet. This concept covers:

  • the website, which is the company's showcase, a source of information about it, a means of contact and, most often, a place for making transactions;
  • advertising – including Google My Business card, Google Ads, sponsored links, remarketing;
  • social media profiles – thanks to which you can interact with recipients in real time.

However, all actions taken have a specific purpose: to lead the user to the site and cause a reaction. The recipient is to become a customer who will buy the product or use the service.

Therefore, the basis is a website. It must not only be user-friendly and contain comprehensive information about the scope of the company's activities, but also be well perceived by search engine algorithms.

SEO and SEM – what is it and how is it different?

Both SEO and SEM (and PCC, but let's focus on the first two issues) are elements of a marketing strategy. They are actually a starting point for advertising a product or service.

What is SEO?

SEO is an abbreviation of the English name: search engine optimization. Simply put, it is adapting a website to search engine algorithms in such a way that it appears high in search results for a given user's query.

This is a whole series of long-term activities: content naturally saturated with keywords and technical issues of the website.

What is SEM?

SEM (search engine marketing) is marketing activities not on the website, but in search engines. SEM is based on search engine marketing activities, both paid and unpaid (for example, Google Ads).

Activities in the SEM area include primarily:

  • advertising campaigns in search engines – the so-called sponsored links that will always (regardless of the website's current position in the search engine) appear above all organic results;
  • remarketing – if a user has visited a website, the ads will display products or services of that particular company. They are intended to "remind" you of the website and encourage you to visit it again and make a transaction;
  • other advertising campaigns – for example, advertisements displayed on websites in a partner search engine network.

SEO is a component of SEM activities, these activities also complement each other.

Positioning in SEM campaigns – what are the benefits?

SEM activities are therefore also part of website positioning. However, SEM has several more advantages than SEO (however, one without the other will not be effective).

SEM campaigns are primarily:

  • a quick way to reach potential customers - thanks to immediate visibility of results in the search engine;
  • reaching a precisely defined target - thanks to this, the probability that the ad will be displayed to the right person is much greater. As a result, there is also a greater probability that such a user will meet the goal set by the marketer: enter the website and make a transaction;
  • less intrusive than other forms of advertising - after all, it is displayed to the user in response to a specific, thematically related question.

To sum up: both SEO and SEM are marketing strategies that are aimed at positioning the website and increasing website traffic.

SEM activities are most often paid campaigns that look quite natural and bring immediate results. SEO is a long-term strategy, but it gives longer-lasting results.