Why SEM is more important than SEO for SMEs?
SEM means search engine marketing, it works by increasing the visibility of a website on search engine results pages in the same way as SEO or Search Engine Optimization, it only works through paid placement, contextual advertising and the inclusion of pay. A good example of this would be ads on search engine pages and also on various websites or Google AdWords. SEM uses external sources to promote a website, while SEO relies on more internal sources.
SEO processes examine how search engines work and what people are searching and then adjust your website’s content and HTML coding to match what is being searched.
For most small and medium-sized businesses, SEO operations are too slow for them to achieve the results they need. There is too much in the way of trial and error, testing and then adjusting and testing again. It can take too long and precious time is lost while adjustments are made. With SEM testing and ranking of pages can happen faster. Testing and results can be done on the same day so one knows immediately if the campaign is working or needs adjustment. These adjustments can be made and implemented without significant loss of time. SEM is also beneficial in that advertising is paid for and that means the provider has an interest in making sure the advertising works for their client. This means that the rankings will always be at the top and paid searches will also have access to other affiliate sites as well.
Using SEM advertising options can also be beneficial in helping a company in dealing with its budget issues. They can set their budgets on a daily basis. This allows them to increase or decrease their expenses as they see fit. For some, they may want to increase the budget to coincide with seasonal events or because they are generating more income. This makes the use of an SEM very profitable and for a small and medium-sized business, this can be a very valuable asset.
Another benefit with SEM is the availability of reports that can show exactly how people are responding to paid ads. Google has many such reports and they track things like the number of ads clicked, time on site, actions taken and many other bits of information that can be beneficial when you are planning your next campaign or adjusting the current one. . SEM allows for greater control over the campaign and how it is presented to potential customers.
