In the world of digital marketing, the effective combination of strategies can make a difference and boost the success of your business.

‍Two of the most powerful and complementary tactics are the SEO (Search Engine Optimization) And the SEM (Paid Advertising). Although they may seem like two diverging paths, when they are intelligently merged, they generate a synergy that drives results and the visibility of your brand.

In this article, we'll explore how the strategic union between SEO and PPC can boost your digital marketing efforts.

Key Differences Between SEO and SEM

Both organic and paid search results are displayed on search engines; such as Google, Bing or Yahoo, competing for visibility and traffic. Therefore, it is important to align the objectives and activities carried out by the SEO and SEM teams. Let's look at the differences first.

What is SEO

SEO (Search Engine Optimization) deliver “free” traffic and clicks to your website through organic search results, eliminating the need for cost-per-click. However, achieving a higher position requires specific effort, since Google uses more than 200 ranking factors to select the most relevant landing page for a given search result.

This technique involves investing a lot of time and resources; but the reward of SEO lies in its ability to generate long-term results that will continue to benefit your website in the future.

What is SEM

SEM (Search Engine Marketing) gives you immediate traffic, generally of quality, thanks to paid search engine ads.

Activating and deactivating ads gives you direct access to real-time results. As an advertiser, you are the one who exercises total control over the choice of the landing page you want to present to the user, instead of leaving it in the hands of Google. This strategic choice is generally based on the landing page's conversion potential, making paid advertising a central point for achieving favorable ROI/ROAS.

How SEO and SEM complement each other

The real magic happens when you achieve a synergy between SEO and SEM.

To highlight their benefits, here are some key areas where these two techniques come together to maximize results.

Landing page experience and DSA

Landing pages are not only critical to SEO, but they also influence the effectiveness of Dynamic Search Ads (DSA) in SEM.

The quality of the landing page is an essential parameter in the quality level of Google Ads, and an optimized landing page benefits both your website's SEO and your paid ads.

Keyword analysis

SEO and SEM teams can benefit from collaborating on keyword analysis. Many of the keywords you discover in your SEM campaigns are likely to enrich your SEO strategy or vice versa, so it's a good idea to coordinate who is focusing on what, thus maximizing overall visibility and relevance.

New content

Creating new content, which meets the needs of users at every stage of the customer journey, improves the organic ranking and relevance of paid ads. Combining SEO and SEM techniques ensures that content is aligned with search intentions and conversion goals.

For example, SEO teams can detect any lack of content on the website using Google Ads search terms.

Metadata

Structured data and metadata are vital both for your website's SEO and for paid ads. Implement them improve search engines' understanding of your content and results. Collaboration between teams ensures the consistency and quality of this information.

Metadata appears, for example, as review stars, answers to frequently asked questions, author names, and similar items in search results.

Complement the customer journey

Understanding the consumer's buying process and being present at every stage is essential. SEO provides relevance in the early stages, while SEM stands out in later stages, when users are ready for conversion.

Benefits of a Joint SEO-SEM Strategy

The synergy between SEO and SEM generates tangible benefits, such as:

• Increased visibility: being present in organic and paid results increases visibility and brand recognition.
• Cost savings: collaboration on keywords and analysis reduces unnecessary spending on paid advertising strategies.
• Precise and rich data: Combining data from both strategies provides a more complete view of performance and audience.
• ROI/ROAS improvement: the joint strategy improves conversion and optimizes return on investment.

In conclusion, the synergy between SEO and SEM actions is the path to the success of a digital marketing strategy, the engine that will drive the lead capture of your business and the door to its internationalization. Collaboration, communication and a deep understanding of strategies are crucial to achieving a comprehensive and effective strategy. By bringing these two disciplines together, you can unlock the full potential of your search engine marketing efforts.

If you need help with your digital marketing strategy, do not hesitate to contact us, our experts in web positioning and paid advertising will advise you responding to the needs of your business, contact us.