Cost: Investment Result

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In the case of SEO, an initial investment is required, mainly in time and resources to optimize the site and create quality content. In the long run, this reflects in a relatively low cost, as organic traffic does not require expenses like PPC.

In the case of SEM, it is quite the opposite because a high cost is required when using the service, paying for clicks on ads. The cost will vary depending on the specific needs of the client, keywords, bidding, and the effectiveness of the campaign.

To give you a practical example, suppose you have a austria mobile database travel company that needs to promote a vacation package. Initially, it is best to invest in SEO to optimize the site with relevant content about the most relevant tourist destinations. Then, it is positive to use SEM campaigns to create search ads that appear when users use terms related to travel.

Time: Short-term vs. Long-term Results
Time is one of the major issues in the digital marketing world. As a general rule, almost all clients expect results in record time. The truth is that SEO usually yields results in the medium and long term since it takes quite some time for search engines to index and rank improved content. In turn, the results are more lasting.

SEM is the opposite, offering quick results that do not last longer than what has been paid for. For example, an online store selling women’s underwear may take months to rank first for competitive keywords. However, by investing in Ads, it is easier to obtain qualified traffic.

Visibility: Organic vs. Paid
Visibility is how users can find a site’s content on the Google SERP or any other search engine. In the case of SEO, the results are naturally and organically visible. In the case of SEM, paid ads are placed in search results. They usually appear first with a small label above that says “Sponsored.