{"id":30738,"date":"2022-09-05T17:11:08","date_gmt":"2022-09-05T05:11:08","guid":{"rendered":"https:\/\/nzie.ac.nz\/?p=30738"},"modified":"2022-09-08T09:50:50","modified_gmt":"2022-09-07T21:50:50","slug":"blog-seo-vs-sem-whats-right-for-my-business","status":"publish","type":"post","link":"https:\/\/www.nzie.ac.nz\/blog-seo-vs-sem-whats-right-for-my-business\/","title":{"rendered":"SEO Vs SEM: What\u2019s Right for My Business?\u00a0"},"content":{"rendered":"\t\t
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When it comes to increasing web traffic, generally, your options come down to search engine optimisation (SEO) and search engine marketing (SEM). You can\u2019t <\/span><\/span>learn digital marketing<\/span><\/span><\/a> overnight, so to make it easier to settle on a strategy, we compare the benefits of SEO and SEM.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is SEO? \n\n <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A strong <\/span>SEO strategy<\/span><\/b><\/a> is becoming an increasingly crucial tool for small businesses in NZ, but what does this entail?<\/span>\u00a0<\/span><\/p>

SEO is about creating organic web traffic. You\u2019re not paying to reach the top of search engines but creating an optimised website with reliable content to build authority.<\/span>\u00a0<\/span><\/p>

Search traffic is more likely to trust organic results over paid ads, as it emphasises trust and authenticity. A few key elements work together to create a successful SEO strategy.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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On-Page Optimisation <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The part of on-page optimisation that people are familiar with is keywords. However, it\u2019s not just picking phrases to throw out at any opportunity. Various tools allow you to gain insight into what people are searching for, what the traffic is like, and take advantage of relevant keywords. These keywords should be worked naturally into your content and spread evenly throughout the page.<\/span>\u00a0<\/span><\/p>

\u00a0<\/span>Search engines do pick up on keyword stuffing, so use them wisely. You\u2019re not looking to have it pop up in every sentence, but a good rule of thumb is to include one around every hundred words.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Off-Page Optimisation <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Create a reputation with other sites. High-quality backlinks are the treasure trove of SEO. When high-authority websites link back to your site, it contributes to your reputation and the trust that search engines have in your content.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>

Guest posts and outreach articles are one way to create valuable backlinks for your site. The links must come from reliable places. If your backlinks feel spammy and unreliable, they won’t do anything good for your authority score.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Technical Optimisation <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Technical optimisation is where your web developer comes into the picture. It’s vital to ensure that search engine crawlers can find, crawl and index content. If you have pages blocked from crawlers in your Robots.txt, they\u2019re not likely to rank.<\/span>\u00a0<\/span><\/p>

The same applies to page speed. Search engines will only crawl each page for a limited period. The page must load quickly, with a logical flow of optimised content sitting above the fold. Well-structured content will help crawlers index your content, enabling you to rank in search results.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Benefits of SEO <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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When successful, your SEO strategy will see your business rise to the top of search results. Above them will be paid ads, but that\u2019s no reason to worry. Most search traffic ignores paid ads completely, scrolling down to the organic results. Although it takes time to see your hard work reflected in your rankings, it\u2019s a worthwhile investment.<\/span>\u00a0<\/span><\/p>

\u00a0<\/span>Users are more likely to trust organic results as they have gained genuine authority rather than paying for a top spot. SEO is a strategy for the long-term, and with commitment, you will see a dramatic increase in organic traffic.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"SEM\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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What is SEM? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Although many users will ignore paid ads, don\u2019t dismiss search engine marketing just yet. SEM uses platforms like <\/span><\/span>Google Ads<\/span><\/span><\/a> to ap<\/span>pear in paid search results.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pay-Per-Click <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Set your budget and keywords, and bid for the top spot in relevant searches. The amount you bid will determine where you rank among paid results; the higher the budget, the higher the ranking. PPC allows you to set a target audience to ensure your investment pays off by showing your ads to the right people.<\/span><\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Quality Score <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Once you\u2019ve created your ad copy, <\/span>Google\u2019s quality score<\/span><\/a> will show you how it compares to your competition. Shoot for a high score, as it will discount clicks and have your ads seen by more people.<\/span>\u00a0<\/span><\/p>

Your quality score comes down to three factors: expected clickthrough rate, ad relevance, and landing page experience. The score will indicate areas where your ad needs improving, whether that’s choosing new keywords, optimising landing pages, or rewriting copy.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Benefits of SEM <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If you\u2019re looking for instant results, SEM is a winner. Take time to create quality ads that, although less likely to drive conversion, will increase brand awareness. Unlike SEO, you\u2019re not investing in long-term work and can opt out of bidding at any time if you\u2019re not receiving your desired results.<\/span>\u00a0<\/span><\/p>

SEM ads are easy to manage once you\u2019re familiar with the tools. The entire Google Ads platform makes it easy for businesses to obtain paid search engine results. SEM and PPC are more affordable options for short-term success, but once you stop bidding, it\u2019s instantly reflected in your traffic.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Can They Work Together? <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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SEO and SEM can work quite well together. One can push your site to the top of paid results, get in front of your selected audience, and increase visibility – quickly. While this is happening, you can work on your SEO strategy, slowly increasing trust and working your way to the top of those organic results.<\/span>\u00a0<\/span><\/p>

Whether you choose one, or both, SEO and SEM can help your site receive clicks and drive traffic through the roof. All it takes is ensuring that your chosen strategy aligns with your goal.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Ready to take take your business to the next level? <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Upskill in Digital Marketing with NZIE. Check out our range of courses: from short courses in <\/span>social media marketing strategy<\/a>\u00a0and\u00a0<\/span>SEO<\/a>\u00a0to a full\u00a0<\/span>Digital Marketing Diploma<\/a>.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tCheck out our courses<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Choosing an online strategy is difficult. To simplify things, we compare SEO and SEM to help you better understand how the strategies can benefit businesses. <\/p>\n","protected":false},"author":41,"featured_media":30804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[184],"tags":[80],"class_list":["post-30738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-blog","tag-digital-marketing"],"acf":[],"yoast_head":"\nNZIE\u00ae - SEO Vs SEM: What\u2019s Right for My Business?<\/title>\n<meta name=\"description\" content=\"Choosing an online strategy is difficult. We compare SEO and SEM to help you better understand how the strategies can benefit businesses.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nzie.ac.nz\/blog-seo-vs-sem-whats-right-for-my-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NZIE\u00ae - SEO Vs SEM: What\u2019s Right for My Business?\" \/>\n<meta property=\"og:description\" content=\"Choosing an online strategy is difficult. 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