SEM vs. SEOPresented by: Colorado Springs Web Site Design, Development, and Marketing Experts

About UsFounded in 2001Focus on web site design / developmentSecondary focus on web marketing

So, which is better?

Which option is better?We believe that both are necessary to operate an effective web marketing presence. Depending on the clients, budget, knowledge, patience level, and marketing objectives, will determine which option is best to do first.We believe that all good search campaigns start with a paid program to identify (CTR) and (CA) before attempting to optimize a site.Source: elliance.com

Understanding the advertiserSEMSEOPredictabilityUnlimited Term UsageQuantify ResultsLow Time commitmentLow Knowledge LevelEasy Cost Control / ROI / CPA

Understanding PredictabilitySEO (Unpredictable)No finite timeline on top rankings (6-24 months)No guarantee on top rankings (always fluctuating)No way to specifically quantify traffic increaseTraffic generated may not produce calls / web actionsSEM (predictable)Historical data used to create campaignQuantifiable result trackingAcquisition reporting tools included

Understanding Term UsageSEO (Minimum)Proper SEO requires optimization for 5 or less major keywords.Organic placement is limited to those keywordsSEM (Unlimited)Thousands of keywords can be used to generate trafficMaximum visibility

Understanding Result trackingSEO Results can be distorted with other marketing effortsCan take months or years to notice higher rankings and still may never get them in the top 2, ever.SEM1st page rankings can occur immediately upon launchSpecifically tracked with proxy pagesCall and click monitoring for traffic generated

Understanding Time CommitmentSEO Continuous monthly evaluations necessaryConstant changes to the siteMulti engine research to verify resultsSEMSelf -optimizingNo changes to the main websiteAll major search engines covered with one program (RL vs. Self)

Understanding Knowledge LevelSEO (FREE) - ComplexHigh degree of Coding knowledge requiredMultiple search engine knowledge requiredNo search engine support during processSEM (PAID)- SimpleNo coding knowledge neededNo search engine knowledge neededPersonal support during entire process

Understanding Cost Control…SEO – (Heavy up-front costs)Analysis - $100 to $250 per hourImplementation - $60 to $90 per hourNumber of hours based on site size and initial structureNo way to specifically quantify traffic increaseAdditional cost to monitor callsSEM (Consistent controllable costs)Free analysis of site needs and overall potential effectivenessMinimal up-front costsNo developer to pay for SEO implementationQuantifiable result trackingCall monitoring included in campaign costsAcquisition reporting tools includedMost cost effective methods of advertising compared to tradition media (Newspaper, direct mail, radio, tv)

“SEM seems pretty expensive.”

Common ObjectionsSEM seems pretty expensiveCompared to any other online advertising medium, SEM is the least expensive and the most consistent in cost across all mediums.SEO can be very expensive unless the client is trained in SEO guidelines and has the technology and education to do it themselves.

Cost benefit of SEO vs. SEMAlthough the long term cost per click (CPC) of organic rankings are lower than (PPC / SEM), there is a substantial amount of time in market required and a hefty initial investment to gain organic rankings.PPC/SEM remains consistent and mitigates initial barriers to entry.Source: elliance.com

“I can do it on my own.”

How does the buyer search for an advertiser?This graph shows that buyers have very little loyalty to any specific search engine. Although Google is the dominate search engine, they are far from keeping loyal surfers.

“More people use the ‘free’ (organic) side than the ‘paid’ side.”

Common ObjectionsMore people use the Free (organic) side than the Paid side.Although that statement is true, remember how often your site will actually show up in an organic result for the number of keyword terms you can use SEM for?The top 2 organic listings get 60% of the traffic. Challenge consistency of rankingMust be in the top 5 to be effectiveMinimal term use for optimizationSEO is not Geo Targeted, so local relevant results are generally not listed.

How does the buyer FIND an advertiser on Google?This image shows that:-25% of users will click on a Paid listing -75% of users will click on an Organic (free) listingSource: Hubspot.com

“I already rank on the search engines.”

Common Objections - Cont.I already rank on searchesThe top 2 organic listings get 60% of the traffic. Challenge consistency of rankingMust be in the top 3 to be effectiveMinimal term use for optimizationSEO is not Geo Targeted, so local relevant results are generally not listed for broad keyword terms.

“My web developer can do the SEO.”

Common Objections - Cont.My web developer can do the SEO.Qualify his / her training levelWhat keywords will be used?What is does your link building campaign look like?Do they have a copywriter on staff?How will you keep from being blacklisted?

How does the advertiser feel about SEM? This graph shows that consumer trending regarding key marketing phrases (SEO, SEM, PPC) favors SEM 3:1 in Google searches.Source: imod.co.za/2009/05/29/seo-vs-sem-vs-ppc/

ConclusionSEO is higher in initial costSEM is more consistent in cost over timeSEO takes a high degree of technical knowledge and trustSEM requires little knowledge and trust can be earned quicklySEO is unpredictable and takes months to see resultsSEM is highly predictable and takes only days to see resultsSEO is limited in keyword scopeSEM leverages massive amounts of available keywordsSEO is search engine specific in developmentSEM is cross engine compatible w/o changesDO SEM FIRST THEN OPTIMIZE YOUR SITE FOR TOP 5 KEYWORDS

How we can helpLanding Pages - Increase conversions with effective landing pages, leading to longer lasting, happier clients.Display ad creation - Quick inexpensive creation of display ads to support your clients marketing efforts.Technical Support - Don't get stumped by your clients. Ask us.719-266-2299www.Q2IM.com