SEO vs. SEM: ROI & Conversion Opportunities

What is the difference between SEO and SEM?

When we talk abou​t SEO​,we refer to the acronym for Search​ Engine Optimization​.This concept refers to the techniques used to work and optimize a website, in order to improve its presence within the organic results of search engines.

On the other hand, when we refer to an SEM​​campaign, we are referring to a Search​ Engine Marketing​strategy. This type of action corresponds to gain presence in search engines, but as an ad, also known as PPC (pay per click). That is, in these cases I am paying a amount of money to appear in that position for certain keywords.

What advantages does SEO have?

The main difference of an​SEO campaign​is that we are not making a payment for each keyword so that we want to position it in Google’s search results, nor for the clicks we get from those results.

Although working our organic positioning may require a monetary investment, everything done will be done directly on our website, therefore in case of having to suspend the campaign,​the benefits obtained will be maintained over time and will continue to generate positive results.

This is the main point that presents an advantage over an SEM strategy, since in this case if we pause the investment of our ads, our presence in the search engines is completely null and our traffic will be affected instantly.

With these differences in mind, we can say then that SEO​ campaigns have a higher return on investment (ROI) compared to traditional marketing or advertising actions.

The following graph represents the growth of customer​ acquisition​in relation to the investment made in an SEO​ campaign vs. a SEM campaign:

In turn, according to the study published by the Search Engine Journal site, the​ conversion rate of users who came to a site by a click on an organic result is 14.6%​,while those who came by a advertisement or advertisement has a conversion rate of 1.7%.

In addition to obtaining greater benefits from the investment made, working on an SEO strategy will undoubtedly generate more traffic to your website. For​ every click made on a paid advertisement in Google (SEM), 11.6 clicks are made in organic results (Marketing4eCommerce. Mexico, 2019), that is, to receive once more visits.

However, we must know that according to the number of results in which we position, the opportunities to receive users to our website will vary.

Currently our average CTR​ for the first four organic results on Google is:

Taking these data into account, it is advisable to make a traffic projection that allows us to know the number of visits that we will target on our website. Following the steps mentioned by ​puntorojo​ we will be able to obtain this information, working based on the keywords that we select for our SEO strategy and the objective position that we seek to obtain from each one.

In conclusion, the opportunities to increase the traffic and sales of a website are significantly wide. In order to enhance these results, it is recommended to generate a prior analysis, strategy, and projection of results, which allows us to guide our actions towards the objectives we seek.

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