Difference Between SEM and SEO

In today's marketing world so many acronyms are used and it can start to become very confusing. Below, are two used with an explanation of how they can play a critical role in your marketing initiatives.  Now, the next time you're in a meeting you can chime in and show your search marketing skills!

The first is Search Engine Optimization (SEO).  SEO is just that - optimizing your website so that it ranks higher in organic search results.  SEO are strategies and tactics used to ensure your site is accessible to a search engine like Google and improves the chance that your site will be found.  For example: say you own a dentist practice and you need to create a website.  Some of the most important things you can do are creating great content relevant to your business, using keywords and keyword phrases based off how people would search for a practice like yours, use social media links like Facebook and Twitter, and make the navigation on your site very simple.  When designing, approach it from the user's perspective so that their experience is easy and enjoyable.  For even more tips on how to incorporate SEO in your website design click here.


Search Engine Marketing (SEM) is a broader term than SEO and refers to advertising your website on search engines.  To put clearer, SEM advertises your website in an effort to send more targeted traffic to your website.  So when you enter in the search query, "Skokie dentist," the organic search results are where SEO would come into play and if you've done a good job, your website should be on the first page of search results.  The ads that come up at the very top or side of the page are the paid advertising or sponsored links and those are a product of SEM (see below).  That means those particular businesses paid a search engine like Google to advertise and display their business at the top of the results page so it will be the most visible.

SEO and SEM are not opponents; rather SEO is just a subset of an SEM service.  There has been much speculation if paid advertising on search engines is even worth it based on the fact that roughly 80% of visitors are clicking on the organic search results instead - but I'll leave that decision up to you!