If you’ve spent more than ten minutes around someone in digital marketing, there’s a good chance they’ve rattled off a few acronyms like they were some sort of secret code—specifically the terms SEO, SEM, and SMM. The truth? Each one means something different and is an integral part of the whole process. Keep reading to learn the difference between Search Engine Optimization, Search Engine Marketing, and Social Media Marketing.
Search Engine Optimization Basics
Search Engine Optimization (SEO) is the process of optimizing your website to secure higher rankings on search engines like Google and Bing. This is critical for improving your organic traffic and obtaining more leads and eCommerce conversions. Examples of these tasks include adding content to your website, updating meta descriptions, using image alt tags, and even link building with other site owners.
There are two types of SEO methods that you need to know to improve your search engine rankings: on-page and off-page SEO. On-page Search Engine Optimization refers to the changes you make on your website, such as content additions. Off-page SEO, on the other hand, involves anything you do outside of your site like link building. While SEO is generally a cost-effective way to gain more traffic, it sometimes takes weeks or months to see a difference in your efforts.
Search Engine Marketing Basics
In contrast, Search Engine Marketing (SEM) is like pushing your website to the front of the line instead of waiting for your organic search efforts to take root. This is also known as Pay-Per-Click (PPC) advertising and involves securing a spot at the top of Google or Bing search engine results pages (SERPs) through paid advertisements.
The only real downside to SEM is that you can easily spend a lot of money in a short period of time if you don’t have prior experience with the process. That’s why it’s important to work with a trusted partner who knows how to get the most out of every single paid advertising dollar.
Social Media Marketing Basics
Finally, there’s Social Media Marketing (SMM), which refers to the use of social media platforms like Facebook, Instagram, and Twitter to promote products and services. Social media marketers use various outlets to connect with specific audiences, build a digital brand persona, increase sales, and more. SMM can also involve paid advertisements and influencer partnerships.
As a method of paid advertising, SMM can be an incredibly powerful way to bring attention to your business while connecting with your customer base. As a bonus, Social Media Marketing can also increase your search engine rankings, as it can boost your visibility. Plus, social media shares act as valuable inbound links to your website.
The Importance Of A Comprehensive Approach
Now that you know the difference between these three aspects of digital marketing, you can start to implement them into your own strategies. The most important thing to remember is that a robust campaign generally involves all three working together in a synchronized fashion. Each solution plays a critical role, and it’s essential to understand where they come into play in terms of your marketing needs and goals.