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SEM

SEM 与 SEO 的合作,创作更优越的搜寻效果

Search Engine Marketing (SEM), 指的是你付钱给搜寻引擎公司例如 Google,让他们帮你打广告。与 SEO 不同的是,SEO 是免费的,可以自己做的。SEM 是需要付钱给搜寻引擎,还有你只是放一些关键字就行了,剩下的将由搜寻引擎包办。

人们通常会想先确定哪一个更有效,SEO 还是 SEM,哪一个更能帮助预期想要的那种结果,但是这两个都有其优点和弱点,就像其他数位行销工具一样,没有谁是万能不败、十全十美的。

然而,这些两种行销手法其实可以一起合作,这么做也能创造更有效的搜寻效益,换言之并不存在哪一个最好。接下来我将分享 SEO 和关键字广告如何搭配出击,以及为什么应该这么做的原因。


什么是 SEM

SEM 也可以被称为关键字广告、付费搜寻广告或者 Pay-Per-Click (PPC)。这是一种透过锁定某些关键字,并在用户搜寻这些关键字时显示广告的行销方式。

当你在 Google 搜寻某些关键字的时候,你会注意到最上方的搜寻结果会显示"广告"字样。此外,必须澄清一个常见迷思,购买关键字广告并不会提升在 Google 的自然搜寻排名,相反的 SEO 也不会对 SEM 有什么影响。


SEM 的优点与缺点

优点

短时间内就能看见效果

不,应该说是立即性。如果你想要即时性的搜寻能见度,投放广告是最快的方式,只要广告通过审核并有匹配搜寻,广告将会马上被触发。


品牌度

投放广告可以使品牌获得更多能见度,即使搜寻用户没有点击广告,都有机会使他加深印象、记住你的企业品牌。这对于当下帮助或许不大,不过日积月累和数量的影响下将是非常有用的。


针对不同的客户放不同的关键词

使用 Google Ads,你可以正对不同的客户使用不同的关键词。这样一来,你可以找到更多的潜在客户。二来你不必再购买多一个广告,只要做多一个 Campaign 就行了。


缺点

花费时间

关键字研究、学习广告投放技巧都需要时间,但并不止于此,这点跟其他广告平台一样,投放广告后只是开始,需要不间断的监控和优化才能达到效果最佳化。

当然,只要你的广告一上去,你就能够见到效果,只是后续的监管需要时间。


額外費用

广告顾名思义就是要花钱才有,一旦停止花费就立马消失不见了。而且对于某些产业来说,关键字的点击成本很高,相对地,某些产业的点击成本相当划算,这跟市场竞争程度息息相关。


什么是 SEO

Search Engine Optimization (SEO) 的意思是搜寻引擎优化。简单地说,这是一种提高在网站搜寻结果页(SERP)中排名的优化方式,并且让网站于各方面呈现更完美的状态。

SEO 不仅仅只能增加网站曝光度,同时也能提高流量品质与网站转换率。 SEO 网站优化涉及许多不同的因素,包括内容提供,关键字研究,網站性能优化等。


SEO 的优点与缺点

优点

预算低

如果你愿意花时间学习与自行操作,SEO 相对来说是低​​成本的有效行销方式。当然,如果你选择让别的公司帮你做,往往会贵得多。


公平竞争

搜寻引擎的运作机制越来越聪明,虽然表示无法轻易投机作弊,这也表示即使你只是个人或微型企业,只要掌握到诀窍,仍然可以得到比大品牌更好的搜寻排名位置。


精準流量

每个搜寻都源自一个问题或需求,而且搜寻引擎会提供搜寻用户需要的相关内容,因此引导到网站的流量不只是曝光,而是对服务或产品真正感兴趣或有需要的潜在客户。


缺点

需要时间才能看出效果

要完成 SEO 的相关工作可不是一下子就行,这可能需要几周的时间来完成或针对现有问题进行调整改善,因此提升搜寻结果排名完全无法今天做完明天享受。

另外,Google 也需要时间观察才能评估与更新搜寻排名,所以即使非常努力地执行网站优化,仍然需要时间才能提升在搜寻结果页中的排名、获得更多搜寻流量,可不是在一夜之间就可以看到结果。


沒有保證

SEO 并不是说你有做就一定会有结果。毕竟你做得如何才是关键,而不是有投入就一定会有回报。


竞争市场很大

这就要看你想要竞争的关键词,如果是很多人都在使用的关键词,你将面临不少的竞争者。如果你正好处于对手相对成熟的领域,你将越难超越对手达到搜寻结果第一页,更不要说是第一名了。不过相对地,对很多产业来说,仅便只是略懂 SEO 都能轻松胜出对手。所以,这一点是优亦是劣。


SEM 和 SEO 有哪些相关之处?

关键字

这是 SEM 和 SEO 最主要的关键。人们搜寻所需要的资讯是透过关键字进行查找,正所谓关键字选得好,流量、客户不烦恼,因为每一个搜寻背后都有着需求和市场商机。


目标

SEM 和 SEO 都有共同的目标 提升网站的知名度、曝光率和点击率。常见的目标不外乎是为网站带来更多流量。但是,这不是唯一的目标,增加网站流量并没错,但不仅仅是冲高流量,而是提高流量品质获得更高的转换率。


同时使用 SEM 与 SEO 的好处是什么?

长期和短期一次满足

SEM 与 SEO 最大的差别就在时间。对于长期而言,SEO 非常值得投入,不会随着时间的推移而丧失一切,反过来更能创造更高的转换率与品牌度,也能降低对付费广告的依赖。

但短期的流量缺陷需要 SEM 来补足,如此一来,短期之内不会因为被动等待而丧失市场机会,长期又能获得更棒的投资回报率与节省广告费。


另一个备用方案

SEO 不仅需要时间,它更需要能力,换句话说,当你不敌对手而暂时失败了,你不要就此放弃。

在这种时候,你就可以使用你的备用方案 SEM,使用它来填补 SEO 不够强大之处。如果你想角逐的关键字无法短期胜出,那么广告就是另一条要走的路了。一起使用 SEO 和关键字广告可以确保更稳定与掌控搜寻流量。


降低分摊广告成本

从广告的角度来看,哪怕点击成本并不贵,但是长期要保有这些关键字排名都是一笔不小的费用。但是通过 SEO 行销,可以针对这些关键字进行优化来抢占自然排名,并制定减轻广告费用负担的操作策略。


总结

SEM 与 SEO 这个组合是非常强的方法来提升你的网站的曝光率以及知名度。假如你的预算还可以,我建议你两个都做,因为这可以为你的网站带来最大的收益。

最后如果你喜欢这篇文章,或你想要拥有一个完善的网页,你可以到我们的网站Facebook 看看,亦或者你可以通过 04 – 608 3073 来联络我们。我们拥有一个非常专业的团队,我们会聆听你的要求,然后建造一个为你量身定做的网站。

What is SEM

What is SEM in digital marketing?

SEM, what’s that? Is SEM the same as PPC, Paid Advertising? What’s the difference between SEO and SEM? Today I’ll go through SEM with all of you.

What is SEM?

SEM stands for “Search Engine Marketing”. It is a term which is used in a specific type of marketing on search engines such as Google. Let me show you an example of how does it looks like on search engines. Let’s take a look at Google’s Search Engine Result Page (or SERP):

What is SEM
How SEM looks like on Google’s SERP

As you can see the first 3 links on Google’s SERP have a word “Ad” besides them, that’s SEM. It shows websites which are related to what users are looking for on the top of the result page. The greatest advantage of using Search Engine Marketing is that it provides advertisers the chances to put their ready ads in front of customers who are having the thoughts to purchase that certain product at that time. It is different from ads that you see from websites. It only shows the ads according to the keywords relevancy that users search for. To be frank, this is a marketing strategy which cannot be provided by other advertising medium. As a result, SEM is one of the most effective way to grow your business in a competitive marketplace.

PPC, Paid Advertising. Are they the same?

Yes, they are the same with SEM! PPC stands for “Pay-per-click”. Because SEM features a pay-per-click function where advertiser can choose to pay according to the number of click from users. Therefore, if the “clicks” ran out the ad will not show on the search engine page for the day. Normally the “clicks” resets everyday.

SEO vs SEM — What’s the difference?

Search Engine Optimization (or SEO) is a technique which optimizes the website’s ranking in SERPs without paying search engines. While in other hand, SEM is the way of paying search engines such as Google to show your link as an advertisement in the SERP according to the relevancy of the keywords users entered. Breaking it down, SEO is free (if you know how to do it yourself) while SEM requires you to invest money in it. If you are interesting in making a SEO-friendly and SEM website, visit our site and facebook or call us at 04 – 608 3073. We provide the most affordable pricing in website design and more!

How can SEM benefits your business?

1. Instant grow of brand awareness

Unlike SEO which requires time, SEM can instantly put your website’s link up to the top as soon as you finish the procedure required. When users search for queries which are related to your service or product, your company’s website will be listed on the top of the SERPs.

2. Offering your product and service to the right person and at the right time.

As I previously mentioned, SEM only shows your ads to people who are interested and have to motivation to purchase a certain product or service. SEM doesn’t show your ads to people who are not interested in your product or services. Thus, increasing the chances of your website being clicked in and viewed. Ultimately, increasing the chances of your website generating higher profits.

3. Low entry cost

SEM doesn’t require you to invest large amount in it at the beginning. SEM is actually more affordable compared to traditional marketing. This is because SEM targets only the users which are interested. Users which are not interested will see the ads and thus decreasing the chances of them clicking in to your website. SEM calculates the fees by calculating the “clicks” therefore if there are less irrelevant “clicks”. The chances of relevant “clicks” are higher!

Should I use SEM in conjunction with SEO?

Absolutely yes! SEO and SEM works similarly. Both of them shares the same goal increase the ranking of your website in SERPs. SEO allows your website to be ranked organically while SEM targets users with similar intentions through advertisement campaign which the keywords that your website is not ranked for.

When working together, both SEO and SEM can produce magnificent results. According to Nielsen Research which conducted in 2016, it reveals that when a brand name appear in both organic and paid search, the click-rate is high up to 92%. Whereas if it display only in organic search, it only have 60% of click-rates only.

Conclusion

If you are willing to invest, SEM is a very useful marketing strategy to increase your brand awareness in a short time. It doesn’t require large amount of money to invest if you know how to do. By using SEM in conjunction with SEO, your website is surely to be getting more and more traffic. As a result, increasing your profits made!

If you are looking for an expert to implement SEM to your website because you are afraid of investing in a wrong way, feel free to visit our site and our facebook page or call us at 04 – 608 3073. We provide the best SEM solution and affordable pricing towards website design and more!