There are many advantages when you apply Search Engine Marketing (SEM) to your business. For instance, when you enhance your online presence, you are strengthening your brand awareness and visibility. The exposure will lead to online leads and generate sales – if you provide sales and services.

Likewise, when you provide rare and valuable information to your visitors, it will boost your web presence. However, most small business owners are confused about which marketing strategy they should put their time and money into – SEO or PPC.

To be clear, SEM is not about which of the two is a better strategy. It’s all about understanding what applies better to your circumstances and budget. There is no denying that both organic and paid marketing is worth investing in when you use them simultaneously. Your business will grow using the two strategies instead of relying on just one. The question, however, is how to moderate between the two.

Organic SEO is excellent for the long-term growth of your business, while PPC is also good if you want quick and fast results.

Most business owners and e-commerce owners start with SEO, as it is the most cost-effective marketing tactic. Studies indicate that as many as 41% of marketers worldwide report their highest ROI after implementing SEO tactics.

By the end of 2019, organic search engine results were as high as 65% of website traffic. In addition, about 64% of business owners say they invest in SEO, which means that most of your competitors are taking advantage of one of the most successful business growth strategies.

The best thing about SEO is that it’s not difficult to implement it yourself if you put little time into understanding it. If you are willing to do some online research and understand basic web building steps, you will be able to do your SEO – provided you have the time. Furthermore, the web traffic that comes directly from organic search is free, while visitors from PPC will pull your wallet for each click.

By focusing on the quality of your SEO, you will build credibility and trust in your brand. So, the aim should be to turn your platform into a reputable place for prospective clients to find the service, products, and knowledge they need. While that is about pleasing humans, SEO is also about proving to search engines like Google and other search engines that your website is well-equipped technically and contentwise. The quality of your website will also depend on several keywords that appropriately describe your products or service. When done correctly, your website will naturally get a higher rank in SERPs.

Organic optimization of a business website isn’t an expeditious endeavor. Still, as long as you build a positive reputation with the right keywords, you can be sure that your organic traffic will naturally grow in a consistent pattern over a long period.

It is also good to remember that when it comes to search engine management, organic search opportunities are still expanding to include Google Shopping, which is the search engine’s answer to eCommerce marketplaces like Amazon. Both Google Shopping organic and paid search results are crucial for e-commerce brands looking to increase their sales via SEM.