Tips to combine SEO and SEM!

Tips to combine SEO and SEM!

Achieving good visibility on Google is any company's dream with a website. One of the main objectives of a company's Digital Marketing strategy is to achieve good positioning in search results.

Improve your SEO strategy!

Let's think about the objectives we are looking for when we open a website. Whether you have a business website or a blog, you would probably like to make money with it. To monetize a website, the essential thing is to get visitors. Search engines are the best way to attract traffic to our website.

The first thing is to understand how Google's robot works. Thus, we can learn how to generate "valuable content." It is necessary to know that Google's robot is based on continuous crawling. Once the robot crawls a website, the content becomes an index. This index is a massive database with billions of pages.

Google's algorithm uses specific criteria to evaluate each website when your page is indexed. From there, a sort of ranking is created according to different factors. On the one hand, and according to the query made by users, the algorithm decides which websites go before and after in the SERPs (Search Engine Results Page) or search results pages.

Let's face it, who goes beyond page 2 when searching on Google? Herein lies the importance of SEO in getting a website to show up in the first results.

In short, Google must recognize your website as valuable to the user. It will raise your visibility and give you better positions if it does. It's as simple as that.

But what does Google value?

It is based on many criteria that could be collected in two categories: On-Page and Off-Page. These concepts have to do with the quality of the website's content and its presence on the outside, respectively.

Key factors for Google in SEO positioning

• Popularity. This is measured through the number of times a web page is shared, site experience, etc.

• Images and videos. Publishing multimedia content is essential. It is also important to mark the content we upload with tags.

• Use of keywords. Keywords are an essential concept for SEO and are those words that people use to search for a specific topic. For example, if you have a retail sector company, you should include words like 'clothes,' 'fashion,' or even 'Zara' on your page. This way, Google will associate your content as relevant, and when a person enters one of those words in the search engine, your website will be displayed.

• URLs must be descriptive and straightforward. In addition to writing for the user, think that we are writing for a robot.

• Titles. The clearer, shorter, and more concise, the better. The titles and subtitles of a text are usually marked with the tags H1, H2, H3...

• Links are an essential variable. We include both those in our texts that go to internal and external pages and those that appear in other places that lead to our website. The first type of links would be part of the SEO On-Page and the second of the Off-Page. In addition, it is essential to take care of the anchor text, which is the text that appears in another color and on which we click to direct us to the link.

Now that we know what Google rewards, let's go to the opposite extreme. There are specific actions that Google considers as unfavorable and penalizes them.

What does Google punish?

The way Google penalizes is by decreasing the visibility of the website. This way, if you get the following failures, it will decrease your position in the registered index. Here you can see everything you don't have to do:

• Plagiarize. Duplicate content will significantly diminish the quality of your page. On many occasions, even if we are not plagiarizing directly, we can give 'positive' since we will use phrases or compendiums very similar to our competitors. To ensure we are not plagiarizing, we can use free tools such as Plagium or Copyscape.

• The purchase of links and the business with SEO in general. Google likes content and links to come naturally (organic), penalizing these practices. However, on many occasions, people prefer to take the risk and buy links for their positioning since it is complicated for Google to discover it.

• The loading speed is low, and the "Error 404" error predominates.

Improve your SEM strategy!

Generally, in SEM, all actions are focused on gaining visibility through paid ads. SEM, like SEO, is related to keywords. The more important and popular a keyword is the higher its cost. SEM involves bidding on these keywords and taking into account other indexes such as Cost Per Click (CPC).

This strategy's highlight is that it allows us to segment and reach particular audiences related to our ideal target. That is why we recommend you to study very well the sector to which you are going to direct your advertising campaign so that you can have the financial retribution that you expect.

Benefits of combining SEO and SEM strategies

This strategy is based on applying both SEO and SEM. Undoubtedly, this will lead us to obtain more significant results.

One of the benefits that we will get when applying these strategies simultaneously for the positioning of our website is that we would be working not only to obtain short-term results but also in the long term.

With SEM, we will identify those terms that generate a high number of conversions. We will also be able to make revisions and optimizations to improve ROI.

With SEO, we will identify those keywords or the most searched ones. We can also optimize the entire website at the SEO level, this will influence the quality of the AdWords campaign, allowing Google to understand it better, and the quality level of the ads will go up.

The differences that we can find between SEM and SEO are marked, and many people, for different reasons or ways to apply these strategies, prefer to work them separately.

But without a doubt, working them together will lead us to obtain excellent results for our website. Just think that with SEO, we manage to appear in Google search results in a natural way, and with SEM, we get higher visibility the next day through Google paid ads that can help us a lot at the beginning.

At Ingenuity and Solutions, we will help you with your company's digital presence. We can also advise you on the best strategies for positioning your brand through understanding tools such as SEO and SEM. If you need help with digital marketing, contact us. If you are interested in more content, do not forget to visit our blog.