Keyword research: The differences between SEM and SEO

Your marketing strategy likely includes online campaigns geared toward lead generation using SEO and SEM. But in an effort to deliver high-quality content and pay-per-click advertisements to internet users, have you selected appropriate keywords? The fact is the research that goes into picking keywords for search engine optimization varies greatly from what goes into finding phrases for search engine marketing. Here is how keyword selection differs between SEO and SEM.

SEO – have fun with it
In SEO, the main goal is to provide leads with information. It's important to understand the keyword landscape of your industry and the topics you'll discuss, which you can learn by looking at the competition for high-volume phrases. For SEO, use keywords as the foundation for everything you do, and make sure you correlate your existing content. The more you compete for high-volume keywords and adjust the depth of your selections, the greater number of organic visitors your site will see.

SEM – the money says it all
SEM is different because it requires a financial investment, so the margin for error is small. Focus your efforts on keywords that suggest a purchase and that represent profitable categories. You'll want to make a tight correlation between each advertisement so that your Quality Score is high and your ads resonate with users. Therefore, spend adequate time making sure your selections will be successful before you launch your campaign.

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.