Have you ever searched for Google SEO? Google SEM? PPC? What are they? Well, there are many unfamiliar terms in the world of digital marketing, but any digital marketing professional should have a solid understanding of SEO (Search Engine Optimization) and SEM (Search Engine Marketing). Questions that we often see people asking: What’s the difference between SEO and SEM and how do they work together?
什麼是搜索引擎優化(SEO)？
搜索引擎優化又稱 "搜索引擎優化"，是搜索引擎營銷的一部分，是從搜索引擎的免費、有機搜索結果中獲取流量的過程。其主要目的是提高網站的位置，以增加人們在谷歌、雅虎、必應和其他搜索引擎上搜索與企業相關的服務或產品時的可見度。品牌和企業並不為在這些搜索結果中的位置付費；相反，他們使用各種策略，讓搜索引擎將其內容顯示在搜索引擎結果頁面（SERPs）的頂部附近，因為結果與受眾相關且對受眾有價值。
Search engines such as Google use bots and crawlers to crawl pages on the web from site to site, gathering information about those pages and positioning them in an index. Consider the index to be a huge library where a librarian is able to assist you in finding exactly what you are looking for.
然而，搜索引擎優化仍然涉及在自己的網站和互聯網上開展的各種不同操作和活動。這些活動通常分為兩類。
- On-page SEO refers to optimization efforts that can be made directly on your website. These tactics include content creation, keyword research, keyword optimization, publishing a new blog post or improving page speed. On-page optimization in SEO helps search engines understand a page’s content and, as a result, give it higher rankings. For example, one of the best practices is to include your main keyword in the meta description, title tag, and webpage URL.
- Off-page SEO refers to actions taken outside of your own website to impact your search engine results pages (SERPs) rankings. Acquiring high-quality backlinks from other websites, as well as managing local listings and directory profiles are examples of off-page SEO tactics. When many websites connect to a brand’s website, it indicates to search engines that the brand’s website is trustworthy, which then boosts its search rankings.
什麼是搜索引擎營銷(SEM)？
搜索引擎廣告是搜索引擎營銷的一個組成部分，因此也是網絡營銷的重要組成部分。SEM 又稱 "搜索引擎營銷"，是指通過使用付費策略，提高搜索結果中的搜索能見度，為網站帶來更多目標流量。使用付費廣告可以設定廣告預算，開展具有成本效益的廣告活動，利用多種廣告類型，創建引人注目的廣告文案，分析數據以確定廣告的價值和盈利能力。它還包括通過持續修改廣告系列來優化廣告系列和廣告效果的能力。優化過程通常與關鍵字的位置和使用有關，這也是正確執行優化過程需要專業人員提供額外經驗和技術的原因之一。
當您創建 SEM 廣告系列時，您不能保證每次有人搜索您的目標關鍵字時，您的廣告都會出現。所有廣告活動都在爭奪相同的受眾，您的競爭對手可能會瞄準與您相同的用戶。
An ad auction is how Google decides which ads to show to a particular user, based on three factors.
- 最高出價：您願意為廣告點擊支付的最高金額。：您願意為廣告點擊支付的最高金額。
- 質量得分： 谷歌廣告的計算公式，用於確定廣告的相關性，或廣告對用戶的價值。質量得分沒有明確的計算公式，但據信它是基於一些標準，如點擊率（CTR）、關鍵字與廣告組的相關性、着陸頁與關鍵字的相關性以及歷史廣告表現。
- 广告扩展：这是您在广告中提供的额外细节，包括从文案到图片和视频的所有内容。当您优化广告扩展时，您就能提高企业发布相关广告的机会，从而提高点击率（CTR）。
搜索引擎优化和搜索引擎营销有什么区别？
The main difference between SEO and SEM is that search engine optimization focuses on acquiring organic, free traffic by focusing on search queries over the course of a long-term strategy. On the other hand, search engine marketing is designed to bring in traffic quickly using pay-per-click campaigns.
搜索引擎优化vs搜索引擎营销
Let’s use Google ads as an example. You pay nothing for SEO Google, but pay-per-click on SEM Google. Because SEM results are paid placements, your business is charged each time a user clicks on the search result. As a result, you have to allocate a budget to keep running SEM ads and leverage this type of PPC lead generation. On the other hand, you are never charged when a user clicks on an organic search result.
The impact of SEM is instant and immediate. SEO is a time-consuming process. With only a few clicks, you can start putting your results in front of audiences through SEM paid ads. Your ads appear in the SERPs as soon as you launch a campaign. You can switch the ads on or off at any time to increase their visibility or to stop showing them. On the contrary, SEO is something that you acquire over time, usually over a long period of time. It can take months for a brand to start ranking in search engines after executing an SEO strategy.
SEM search placements have an “Ad” designation, but SEO placements do not. Paid ads that appear as a result of SEM strategies are often categorized as an ad, with the icon appearing next to the placement, whereas the organic search results do not.
This is also one of the reasons why SEO often has a higher click-through rate (CTR) than SEM, provided that you can get to the top. The first few organic search results usually have the highest CTRS. As a result, if you can get to the top, you can certainly outperform SEM ads. However, if you appear on the second page of the search results or lower, SEM is more likely to generate more clicks.
SEM campaigns allow you to select a target audience; SEO does not. You can only specify your target audience through SEM by setting filters based on demographics, location, lifestyles, and more. However, you are not able to specifically choose who to target or who can see your search results with SEO.
SEO 隨著時間的推移提供價值； SEM 沒有。只有當您繼續進行行銷活動並為其付費時，SEM 才會處於活動狀態。當您關閉廣告時，您的 SEM 策略就結束了。然而，SEO 策略會隨著時間的推移而發展和建立，留下長期的結果。
為什麼SEO和SEM是互補的？
People often compare SEO vs SEM, but how well do they work together? Are they complementing each other? Or are they better off on their own?
Learning how to combine SEO and SEM will enhance your website’s exposure and SERPs. Both SEO and SEM significantly rely on keywords to drive traffic to web pages. Despite the differences in marketing strategies, both are focused on traffic flows and how they are connected to marketing activities. People will use search engines to look for something specific, and they will be able to find it through organic results (SEO) or paid results (SEM).
SEO is the foundation for good SEM, when both are in place and set up properly, you will have a higher chance of attracting high-quality visitors and improving conversion rates. Once you have an SEO-friendly website and paid ads that are correctly targeted using the right keywords, you have a better chance of appearing at the top of the paid searches. However, you must have your SEO in place in order for Google to view you as a trustworthy and credible website.
如果您的網站還是新的，您可以先優先考慮您的 PPC 活動，因為 SEO 排名可能需要時間來建立，但在此過程中不要忽略您的 SEO。因此，不要再比較 SEO 與 SEM，而是學習如何同時利用兩者來增加您的業務收入。
結論
SEO SEM, SEM SEO, SEO vs SEM..there is no quick formula or method when comparing SEO and SEM. Wondering whether SEO or SEM is right for you? Sometimes the best approach is to combine SEO and SEM strategies, but it all depends on your unique business goals and objectives.
Nevertheless, now that you have a glimpse of the differences between SEO and SEM and how they work together, you will be better equipped to determine how each might assist your brand in achieving its marketing goals. Keen to learn more about SEO and SEM? Check out the 成長行銷訓練營 which covers both subjects!
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