The elementary step in bringing your business on top and running is to build up your online store. Then you have to start enticing new store visitors that actually make purchases. Planning a good marketing strategy that boosts your online presence can make the overall difference. One of the most highly asked questions store owners ask themselves is – whether they should put their marketing dollars in SEO or SEM?” The answer to which is both.
Completely understanding the diversity between the SEO (Search Engine Optimization) and SEM (Search Engine Marketing) is vital when strategizing. A lot of business proprietors believe SEO and SEM are to be conducted separately, but you can extract the highest benefit by implementing SEO and SEM together.
What are SEO and SEM?
Search Engine Optimization (SEO) is the method that defines the visibility of a site in the search engine’s unpaid results — often referred to as organic listings. Search engines regularly crawl your website to look through metadata, keywords, perfect product descriptions, and link-building to show the end users the results most pertinent to their search.
To put it briefly, it offers your website a voice. It enables your website to notify the search engine about your products so that it can make a decision on how to display it to the end user.
Search Engine Marketing (SEM) comprises the paid listings that appear on search engines. The store owners use platforms such as Bing Ads and Google Adwords to contrive an effective and attracting ad that stimulates end users to click on store owners’ website over competitors’. The keywords selected to create the advertisement are placed in auctions against the other advertisers to compete for the paid search listings on search engines.
The majority of searches with purchase intent takes place in the paid search section and thus, having a paid search campaign is important to drive visitors with purchase intention to your site.
The Effective SEO & SEM Tips
The holidays keep coming throughout the year, and there are a few things you can do to upsurge your holiday eCommerce traffic and take benefit of seasonal promotions.
Have a mobile-friendly store: Nowadays people have easy Internet access on the fly from their smartphones which has greatly increased mobile purchases. Hence, ensure that your site and landing pages are mobile-optimized for search and offer an amazing user experience. With a trouble-free and quick experience, you can encourage visitors to purchase from your estore.
Make use of previous year’s data: Prior to executing together the SEO and SEM seasonal strategy, research in-depth on keywords that worked well last year, their expense, and how can they be used for your own plan. You can utilize the data pertaining to impressions, clicks, spend, etc. You can then make a decision when it will be money-making to show your advertisements and what keywords had the maximum number of conversions.
Create seasonal landing pages: Do not forget that the content on your landing pages must support with some of the search terms that holiday shoppers use for major eCommerce holiday shopping events given below for 2016-
February 2 – Groundhog Day
February 7 – Super Bowl Sunday
February 14 – Valentine’s Day
February 15 – President’s Day
March 17 – St. Patrick’s Day
March 27 – Easter
April 1 – April Fools’ Day
April 22 – Earth Day
May 8 – Mother’s Day
May 30 – Memorial Day
June 19 – Father’s Day
July 4 – Independence Day
Back To School
September 5 – Labor Day
October 31 – Halloween
November 11 – Veteran’s Day
November 24 – Thanksgiving Day
November 25 – Black Friday
November 28 – Cyber Monday
December 25 – Christmas
December 31 – New Year’s Eve
Plan in advance & be an early bird: SEO can take numerous weeks to update and restore rankings; as a result, it is essential to begin early! You can craft content early, map your landing pages and initiate assembling innovative fundamentals with optimized “ALT tags” to spread out exposure closer to the holidays.
To Wrap Up
The discussion on which is more effective SEO or SEM will continue for several years to come, but why not strengthen your online marketing efforts by blending both bits of the Search puzzle as one.
E-commerce is the only money-spinning industry that is evolving at a double- digit percentage every year. All the eCommerce store owners must capitalize on this augmentation by taking the targeted efforts of SEM and incorporating them into the wide network of SEO to make their store an online hard-hitting.