seo vs sem whats the difference and why should you with timestamps YoutubeScribe.com

[0:00] The difference between SEO and SEM is simple.
[0:03] SEO or Search Engine Optimization is the practice
of optimizing content to be discovered through
[0:09] a search engine's organic results.
[0:11] And SEM or Search Engine Marketing, is 
traditionally SEO plus Pay-per-click advertising,
[0:17] but some people just look at it as PPC today.
[0:20] Now, you might be thinking that SEO is the way to go
[0:22] since organic traffic is free, consistent, and passive.
[0:26] But it'd be short-sighted to think that it's the only
way to grow your business through search.
[0:31] So today, we're going to be talking about some 
search engine marketing strategies and when
[0:35] and where you should be using SEO, PPC, or both.
[0:39] Stay tuned.
[0:40] [music]
[0:44] What's up SEOs?
[0:45] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:49] your competitors and dominate your niche.
[0:52] Search engines are in my opinion, the best 
traffic source.
[0:56] In fact, around 5 billion searches happen
on Google every single day.
[1:00] It's also been reported that search engines
drive 10 times more traffic to shopping sites
[1:05] than social media.
[1:06] And for you local business owners, 72%
 of consumers who did a local search
[1:11] visited a store within 5 miles.
[1:14] Now, to explain why SEO and PPC are both important,
let's play a game of "would you rather."
[1:21] Would you rather be able to instantly rank #1
for any keyword
[1:26] or have an unlimited PPC budget to pay for ads?
[1:30] Why SEO of course…
[1:32] [audience cheering]
[1:34] Naw bruh. PPC.
[1:37] [audience cheering]
[1:39] Now, I certainly don't have an answer to this,
but let's unpack both sides.
[1:43] From a pure SEO perspective, you need to remember
that search engines are businesses.
[1:48] They need to make money in order to operate.
[1:51] As a result, most, if not all platforms will give 
premium placements to paying customers.
[1:56] For example, commercial keywords like "insurance,"
have a ton of value and therefore, a ton of competition,
[2:03] so the entire fold is pretty much covered in ads,
making organic results near invisible.
[2:09] So assuming you ranked organically for this keyword,
[2:11] a searcher would have to scroll down for a while
[2:14] before even entertaining the thought of 
going to your page.
[2:18] Now, let's make a case for PPC.
[2:20] Sure, if you had an infinite budget, you'd be
ranking #1 at the top of every page, right?
[2:26] Nope!
[2:27] Google doesn't show Ads on every page 
for every search.
[2:30] There needs to be some sort of commercial
intent in order for Ads to appear.
[2:35] For example, key in something with clear 
commercial intent, like "buy red sox tickets,"
[2:40] and you'll see Ads galore.
[2:42] Type in an informational query, like "what
to do in Boston," and you won't see any Ads.
[2:47] So if you were to opt-in for an infinite Ads
budget, but no SEO, you'd be missing out
[2:52] on a ton of opportunity to get traffic.
[2:55] And another thing to note is that commercial
keywords generally have less search volume
[2:59] than informational ones, which would even
further limit your pool of relevant traffic.
[3:05] As you can see here in Ahrefs' Keywords Explorer,
the informational query gets searched nearly
[3:09] 27X more than the commercial one.
[3:13] So now I'm guessing that your answer to unlimited
SEO traffic vs PPC traffic is probably tougher
[3:18] than you might have initially thought.
[3:20] But this is why we have yet another acronym,
SEM, where we can combine the two strategies
[3:26] and truly take our search engine marketing
to another level.
[3:29] Let's go through a few strategies that should
give you a good idea of when and why to implement
[3:35] SEO, PPC, or both.
[3:38] First, try running Ads for keywords that are
too competitive to rank for... at least for now.
[3:43] There are likely keywords in your industry
that you won't be able to rank for in years.
[3:48] For example, if you were creating a brand new
supplements store and you wanted to rank
[3:52] for things like "buy protein powder," then 
your chances of a Top 3 ranking are slim.
[3:57] You'd be competing against the likes of 
Amazon, GNC, and Walmart to name a few.
[4:03] Now, it doesn't mean that you should abandon
SEO altogether and just run ads.
[4:08] But since ranking for competitive terms will
likely be a long play,
[4:11] PPC can help get the ball rolling immediately.
[4:14] And there are three massive benefits to using
PPC while you're working to rank your pages.
[4:19] First, you can immediately start generating
revenue since you're paying for traffic.
[4:24] This will hopefully help get some cash flow coming 
in, but do note that just because you advertise,
[4:29] it doesn't mean you'll have a positive return.
[4:31] Oftentimes, it can take months and a lot of lost
dollars to find a campaign that works for you.
[4:37] Second, you get an opportunity to test and
optimize for conversions.
[4:42] Most ad platforms have conversion-tracking features.
[4:45] Afterall, if publishers can see that their ad spend 
is returning positive ROI, they'll keep spending.
[4:51] So use this as an opportunity to get insights
on things like the average cost per conversion.
[4:56] Run controlled tests to improve your conversion rate.
[4:59] And as you start producing profit from your
ads, scale out to other platforms.
[5:03] And third, you can get valuable keyword data.
[5:06] Within Google Ads, they have a report called, 
"Search Terms."
[5:09] Within this report, you can see keywords that people 
are bidding on and see conversion numbers with them.
[5:14] This can help you get an understanding of
whether the keywords you want to target
[5:17] will actually produce conversions.
[5:19] As a hypothetical example, let's say that you 
were bidding on "protein powder," and getting
[5:23] a ton of traffic because it's a popular query.
[5:26] But in terms of net profit, you weren't profitable.
[5:29] Within the Search Terms report, you might find 
that a keyword like "grass fed whey protein"
[5:34] sends a lot less traffic but converts at
a much higher rate.
[5:39] So what I recommend you do is to export the
search terms report from Google Ads.
[5:44] Then use a keyword research tool like Ahrefs' 
Keywords Explorer, where you can paste up to
[5:48] 10,000 keywords at once and get all their metrics.
[5:52] Now, I don't have an Ads campaign on protein 
powder, but to illustrate my point,
[5:56] you'll see that the Keyword Difficulty score is 
much lower for "grass fed whey protein."
[6:01] So it would be worth investigating and potentially
creating a new page for.
[6:05] That way you'll likely be able to get some
traffic from organic search faster.
[6:09] We have a full tutorial on keyword research
where I outline a detailed step-by-step process
[6:14] to assess ranking difficulty, so I highly
recommend checking that out.
[6:18] Now, another reason you might use both SEO and
PPC is if the search results pages are covered in Ads.
[6:25] As you already saw in the "insurance" example,
competitive keywords generally have a lot of people
[6:30] willing to pay top dollar to appear at the top.
[6:33] And even if you're ranking #1 through SEO, 
the organic results are so far down
[6:38] that they may not even get clicked.
[6:40] Now, to put this into perspective, you'll see that
on average, we've ranked in the #1 position
[6:45] for the keyword "local business seo."
[6:47] But if you look at our Click through rate,
Search Console tells us that people only
[6:51] click our result 0.5% of the time!
[6:54] And if we look at the search results, you'll
see that there are a bunch of ads,
[6:58] making it look like our #1 organic result is actually #4.
[7:02] As you can see, the majority of ads are for
local SEO services, so if we had an agency
[7:08] offering services like this, I'd definitely consider 
putting some money into ads to get more clicks
[7:13] to our pages, and hopefully more customers.
[7:16] Finally is to own as much real estate as possible.
[7:19] And this is similar to the strategy that we've 
just went through, but for a different reason.
[7:24] These days, a typical SERP will have some Ads at
the top, some SERP elements like featured snippets,
[7:30] "People also ask" boxes, and then the organic 
search results.
[7:33] Now, while this might feel annoying for SEOs in
particular, I want you to look at this as an opportunity
[7:39] to rank in SERPs with monopolization in mind.
[7:42] For example, you'll see that The Blog Starter
is paying for Ads, owns the featured snippet,
[7:47] and has the #1 ranking position.
[7:49] And to me this makes a lot of sense for him to put 
his time and effort into since he's likely making
[7:54] a lot of his money from this page.
[7:56] At Ahrefs, we're fully committed to providing
the best educational resources on SEO.
[8:01] So you'll see that for the keyword "SEO tutorial,"
we own a spot in the video carousel and then
[8:06] the #1 organic ranking position.
[8:09] And if we decide to go the online course route,
[8:11] I'm sure we'd put money into testing ads for 
various keywords.
[8:15] Another example of us using SEM is on YouTube.
[8:18] Last year, we made a video that's been really
helpful to those who are new to SEO.
[8:22] And since our main KPI for YouTube is engagement,
[8:26] we advertise for that keyword and we own
the #3 organic position.
[8:30] So the way I like to look at the topic of SEO vs.
PPC is not so much which one should you use.
[8:36] It's more about looking at the differences and seeing
how they complement each other to create
[8:41] a dominant search engine marketing strategy, aka. SEM.
[8:45] Now, if you're relatively new to SEO, I highly
recommend watching some of our videos
[8:50] which I'll link up in the description.
[8:51] Or if you want to see us make some PPC tutorials,
let me know in the comments.
[8:55] And if you enjoyed this video, make sure to like,
share and subscribe for more actionable tutorials.
[9:00] So keep grinding away, go and dominate your
industry, and I'll see you in the next tutorial.

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