Working well on the SEO of your website can allow you to obtain great results but, if you also focus on SEM, then you can achieve exactly the goals you have set for yourself.
Like? I’ll explain it to you right away.
If with SEO you can rank for certain keywords , thanks to SEM you can reach people who are truly interested in your product or service and thus increase the likelihood of selling.
What is SEM
SEM stands for Search Engine Marketing and includes all those techniques that help you make your website visible to people potentially interested in your products or services.
Thanks to SEO, you may be able to get a page to the top of Google, but is this enough to sell your product?
Actually no, because your page may not necessarily be visible to people who already intend to buy.
I’ll explain.
The different stages of the funnel
Your target is made up of a group of people who show some interest in the topic you are dealing with. But within the target there are different levels of interest:
- those who simply want to have information;
- those looking for free or cheap resources and products, for example to try the product;
- those who already have in mind that they need that product, but have not yet decided where to buy it;
- who wants to buy your product exactly from you, because he has already got in touch with you in some way and therefore has already made a decision.
Given this situation, you can guess that showing the same page to both the first and last group of people would lead to very different conversion rates.
Thanks to SEM techniques, you could then create several pages, designed for each of these groups. In fact, you will provide specific content that allows you to get more conversions.
If you propose to a person in the first group to buy your product right away, you will get nothing, because they are not interested. If, on the other hand, you guide her towards a path ( funnel ) that allows her to acquire more information and discover the advantages of your product, she will gradually become a person of the last group. At that point, you can close the sale.
SEM, therefore, allows you to develop your online marketing based on the specific objectives of each stage of your funnel.
How to apply the SEM
The main method of application of the SEM is through the SEA, namely the Search Engine Advertising. This technique includes all possible paid promotions, from Google Ads to social media ads.
By studying your target, the market and the tools you use to promote your website, you can create targeted ads that will highlight your page. The more precisely you define your target, the more likely you are to close a sale, based on the total number of people who will see your ad.
The traffic on the keywords you will use to sponsor your pages will still be very low compared to what you could get by working on SEO.
Achieving success is therefore a matter of balance between SEO and SEM: Keeping in mind your goals and the results you want to achieve, you can develop a marketing strategy that works in all phases of the funnel.
SEO and SEM allow you to get visibility on search engines, but in a different way: with SEO you can reach a large audience with more varied interests, with SEM you reach a small audience with more specific interests.
Conclusion
You will then have understood that SEM is the main tool for acquiring customers online, but without a solid SEO foundation you won’t be able to get great results.
My advice is therefore to work on SEO to gain positions and visibility at a general level in your sector. At the same time, it devises a well-thought-out SEM strategy for gaining customers.
Are you interested in having more information on SEM?
Let us know if you would like to know more and if you would like to read more in-depth content on this topic on our blog.
