Build, Optimise, Market.

In marketing, Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) are the main approaches to increasing the visibility of the product advertised in the search engine results.

SEO is the practice of optimising a website through strategies like enhancing its content, structure, and technicalities. It is like hardly spending any money to turning your house attractive to visitors.

To provide quality SEO, the focus should be on both On-Page SEO and Off-Page SEO. On-Page SEO includes working on the elements of the webpage displayed like keywords, images, and header tags, and Off-Page SEO consists of improving the web link like ensuring proper site indexing and structuring high-quality URLs to improve the algorithm of the website. Though it is a free and organic way to rank higher in website traffic, achieving good SEO requires effort and time.

Unlike SEO, SEM is a paid marketing strategy to boost the site and provide immediate results. It is like advertising by paying to promote the house to attract visitors. This is carried out through methods like Pay-per-click (PPC), the core component of SEM, where the keywords are bid, banner ads are campaigned, and also tracking the performance of the site over time, contributing to its visibility over time. Google Ads and Bing Ads are the most used platforms for PPC advertising.

But to achieve better results, the house should be made attractive in both ways. Using both SEO and SEM wisely would yield optimal results.