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Search engines will assess a number of things in a website (such as keywords, tags, and link titles) and rank it for its capacity to attract organic traffic based on a variety of factors.\r\nSearch Engine Marketing (SEM) is a descriptor that incorporates various types of paid search advertising. This is the type of thing that you’ll see as Google ad and usually ends up on the top of a page list. Usually, this has a to do with keyword placement and usage and that’s one reason why doing it well can require some extra knowledge and strategy.\r\nHow are SEO and SEM Complementary?\r\nSEO and SEM both rely heavily on keywords to drive traffic to business websites and web pages. Though the marketing techniques used for each are different, they are both focused on traffic flows and how these relate to marketing activities. People will use search engines to search for something that they’re looking for, and they’ll be able to find it by the organic results (SEO) or by the paid results (SEM).\r\nMost people search online before buying anything, so having a strong presence in search is crucial and using a strategic combination of both can boost your visibility in the long term.\r\nSEO is for organic traffic – so that’s unpaid or free listings, and SEM is for targeted ads that you pay for. They can be complementary but only if the website itself is SEO-friendly first, then SEM has a greater chance of being successful.\r\nSEO is the foundation for good SEM and when you have each set up properly, you have a better chance of getting high-quality traffic and improving conversion rates. Once you have an SEO-friendly site and sponsored ads that are targeted properly using the right keywords, you have more chance of showing up at the top of paid searches. But you have to have your SEO in place in order for Google to see you as a credible website.\r\nIf your website is on the newer side, you can prioritize your PPC campaign first as it can take a while for SEO rankings to become established, but don’t ignore your SEO during this process.<br /><br />","materialsDescription":"<span style=\"font-weight: bold;\">What is SEO?</span>\r\nSEO is essentially a component of the larger category, SEM. According to Google’s Knowledge Graph, search engine optimization is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”\r\nThe SEO industry is continually changing due to the frequent changes made to Google’s algorithm. But, there is one aspect of SEO that stays constant: SEO is made up of On-Page and Off-Page activities.\r\n<span style=\"font-weight: bold;\">What Components Does SEO Include?</span>\r\nAs stated above, SEO is comprised of two different activities:\r\n<span style=\"font-style: italic;\">On-Page SEO</span> includes incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc.; blog posts and page copy that is written and optimized with quality; clean and formatting page URLS; optimized page load speed; Google authorship incorporated; social sharing integration within your content and much more.\r\n<span style=\"font-style: italic;\">Off-Page SEO</span> includes creating a high quality, natural backlink profile (aka having other high-quality/authoritative sites link to your site naturally); social sharing signals; social bookmarking (Stumbleupon, Reddit), and so on.\r\n<span style=\"font-weight: bold;\">What Is search Engine Marketing (SEM)?</span>\r\nAccording to Wikipedia, “Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPS) through optimization and advertising.” SEM includes SEO tactics, as well as several other search marketing tactics.\r\n<span style=\"font-weight: bold;\">What Components Does SEM Include?</span>\r\nOther than search engine optimization, SEM includes the use of paid search, such as pay per click (PPC) listings and advertisements. Most of the time, SEM strictly includes PPC campaigns and activities, but if you use SEO and paid search, that falls under SEM efforts.\r\n<span style=\"font-weight: bold;\">What Is the Main Difference Between SEO and SEM?</span>\r\nThe main difference between these two terms is that search engine optimization is simply a component of search engine marketing. As mentioned above, SEM includes components of paid search, such as PPC and also SMM (social media marketing).\r\nIt is important to note that you should never use the terms SEO and SEM interchangeably because although they work hand in hand, they are not the same term.","iconURL":"https://old.roi4cio.com/fileadmin/user_upload/icon_SEO_SEM.png"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[]}],"suppliedProducts":[{"id":1713,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/SimilarWeb.png","logo":true,"scheme":false,"title":"SimilarWeb","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"supplierPartnersCount":0,"alias":"similarweb","companyTitle":"SimilarWeb","companyTypes":["supplier","vendor"],"companyId":4345,"companyAlias":"similarweb","description":"<span style=\"font-weight: bold;\">Website Analysis</span>\r\n<ul>\r\n<li>Traffic &amp; Engagement Metrics. Benchmark your website against any competitor in the world to see how well you are really doing in terms of overall visits, time on site, bounce rate and page views per visit.</li>\r\n<li>SEO &amp; PPC Keywords. See any website&rsquo;s organic and paid keywords, including &lsquo;Google not-provided&rsquo; keywords. Find trending keywords, see how much traffic they generate and discover the search ads associated with them.</li>\r\n<li>Audience Interests. Find which websites people visit in the same browsing session as the website you analyze. Discover new audiences, potential retargeting lists, affiliates and publishers</li>\r\n<li>Traffic Sources. Discover the sources that generate traffic to any website - referrals, search, social and display. Unveil their acquisition strategy to find new and proven ways to grow your business.</li>\r\n<li>Popular Pages. Reveal any website&rsquo;s most popular and trending inner pages. Track competitors&rsquo; campaigns, analyze their funnel and discover what content generates the most interest.</li>\r\n</ul>\r\n<span style=\"font-weight: bold;\">Industry Analysis</span>\r\n<ul>\r\n<li>Traffic &amp; Engagement Metrics. Discover the industry standard for traffic volume and engagement; see overall visits, time on site, bounce rate and page views per visit. Benchmark yourself against the industry standard and build a successful marketing strategy.</li>\r\n<li>SEO &amp; PPC. See what organic and paid keywords drive the industry. Draw inspiration for innovative keyword ideas from the top players in the industry.</li>\r\n<li>Industry Leaders. Discover which websites lead the industry in each traffic source - who gets the most traffic from referrals, search, social, display ads and mail. Learn from the industry&rsquo;s best how to generate the right traffic.</li>\r\n</ul>\r\n<span style=\"font-weight: bold;\">App Analysis</span>\r\n<ul>\r\n<li>Reach &amp; Engagement. Compare yourself to any app in terms of current installs and engagement metrics - daily active users, sessions per user, average usage time and usage rank.</li>\r\n<li>Audience Interests. Discover apps often used by people using the app you&rsquo;re analyzing. Find new advertising opportunities, view the categories that your audience may find interesting, and optimize your acquisition strategy.</li>\r\n<li>Retention. Find out for how many days users use an app after installation, then benchmark against your own app or a category average to learn where you stand.</li>\r\n<li>Google Play Keyword Analysis. Learn which apps receive the largest amount of traffic from any keyword within the Google Play Store, understand who is your actual competition and improve your ASO strategy.</li>\r\n</ul>\r\n","shortDescription":"SimilarWeb is the Ultimate Market Intelligence Platform, Comprehensive analysis for any app or website at your fingertips","type":null,"isRoiCalculatorAvaliable":false,"isConfiguratorAvaliable":false,"bonus":100,"usingCount":14,"sellingCount":7,"discontinued":0,"rebateForPoc":0,"rebate":0,"seo":{"title":"SimilarWeb","keywords":"traffic, your, industry, Discover, keywords, strategy, from, Find","description":"<span style=\"font-weight: bold;\">Website Analysis</span>\r\n<ul>\r\n<li>Traffic &amp; Engagement Metrics. 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