{"id":103352,"date":"2015-07-16T00:21:00","date_gmt":"2015-07-16T05:21:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/seo-and-sem-search-the-whole-picture-2\/"},"modified":"2024-12-19T16:41:45","modified_gmt":"2024-12-19T21:41:45","slug":"seo-and-sem-search-the-whole-picture-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/strategy\/seo-and-sem-search-the-whole-picture-2\/","title":{"rendered":"SEO and SEM: Search The Whole Picture"},"content":{"rendered":"

Since beginning my career in search, the industry has chopped, changed and thrown me a number of curveballs that have challenged and forced me adapt. Through it all though my eagerness to learn both sides of the search spectrum has taught me the areas in which SEM (Search Engine Marketing)<\/a> and SEO (Search Engine Optimisation)<\/a> can work together in an integrated way. With all the recent shifts and changes in search, having a strategic and integrated approach can really be the difference between a good and great search program.<\/p>\n

When working on a search program, be it SEO or SEM, we always ask the same three questions:<\/h2>\n
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  1. Who is our target audience?<\/li>\n
  2. What is the unique service offering we are promoting?<\/li>\n
  3. How are we going to track success?<\/li>\n<\/ol>\n

    In getting the answers to the above questions, it\u2019s important to understand what each team is doing, so both are working towards the same goal. Here are some highlights of how having both strategies working together can benefit your overall online objectives.<\/p>\n

    SEM & SEO: Partners in Information<\/strong><\/h2>\n

    One of the biggest areas in which SEO and SEM work together is in the beginning stages of each program, SEM is the perfect testing and information gathering ground for SEO. SEO strategists have the option to examine how keywords are performing from a conversion perspective from the get-go, which helps plan out the execution of an SEO campaign to ensure we are appearing in the organic SERPs for the keywords we KNOW will produce a positive ROI. In turn, SEM is bringing in the lead volume<\/u> on a consistent basis until a point where we start to see a\u00a0positive shift in organic.<\/p>\n

    Better Together for Your Click through Rate<\/strong><\/h2>\n

    A number of case studies have been done to prove that, despite what some may think, organic visits do not act as a substitute or replacement for having a paid search program running.\u00a0 In fact, in an experiment done by Mark Meyerson on the MOZ blog<\/a> he found that he saw a 26% click-through rate when SEM and SEO were displayed together and 19% when his paid search program was off. Similarly, in a recent Google study<\/a> they found that having an associated organic search result in rank one does not necessarily mean a low ad click. On average, 50% of the ad clicks that occurred with a top rank organic result were incremental, compared to 100% of the ad clicks being incremental in the absence of an associated organic result. The message here is simple if you chose one and not the other you are missing out on traffic either way.<\/p>\n

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