With the emergence of web search engines, search engine marketing also appears, whose objective is to improve the positioning of web pages through the use of a series of techniques and methods, either natural or organic, known as SEO (Search Engine Optimization), or paid methods called SEM (Search Engine Marketing). This gives rise to SEO positioning and SEM positioning.
SEO positioning is achieved by applying a series of techniques related to the design, structure, and content of the pages. On the other hand, SEM positioning is achieved by applying techniques and tools based on paid methods, such as cost per click. However, in practice, it is considered better to use SEM as a complement to organic SEO positioning, rather than as a standalone strategy.
In many cases, it is advisable to implement an SEO positioning strategy during the initial months with a SEM positioning campaign, as SEO results are not immediate.
Summary of Advantages and Disadvantages of SEO and SEM:
- It has good long-term profitability if a strategy of constant maintenance and optimization is applied.
- Well-structured content has significant influence.
- The appropriate use of keywords has important effects.
- Its cost is relatively low and is associated with SEO professional fees.
- Users identify more with organic results than with sponsored ones.
- It is a slow process that does not yield immediate results.
- The use of keywords for positioning is very limited.
- The search engine determines the positioning of the pages.
- There is no guarantee of reaching the top positions.
- It is not possible to segment by location or demographic profiles.
TYPES OF SEO
Onsite SEO and Offsite SEO are two types of strategies used to improve the positioning of a website on search engines. The difference between them is that Onsite SEO refers to everything that can be done within the website, while Offsite SEO refers to everything that can be done outside the website.
Onsite SEO is based on the use of relevant keywords, optimizing the website’s architecture, and improving loading speed. Offsite SEO is based on creating relevant and valuable content to attract potential customers through external links, such as on various social media platforms. It also involves using public relations techniques to increase the website’s visibility.
Both types of SEO are important for achieving good positioning. Onsite SEO improves the user experience and content relevance, while Offsite SEO enhances the website’s authority and popularity.
SEO WITH ARTIFICIAL INTELLIGENCE (AI)
Writing SEO content with Artificial Intelligence (AI) is a way to improve the visibility of a website on search engines by creating content in less time.
To do this, the following is recommended:
- Define the objective, topic, and target audience of the content.
- Use AI tools to generate ideas for titles, subtitles, and keywords.
- Create a framework or structure for the content with AI tools, including main points, arguments, and calls to action.
- Generate the content text, following the framework and using keywords, with clear, coherent, and original writing.
- Review and edit the generated text, correcting possible grammatical, spelling, or style errors. Add images, videos, or other multimedia elements that complement the content.
- For websites designed with WordPress, optimize the content’s SEO by creating meta descriptions, tags, internal and external links, and other factors that influence positioning.
- Publish and promote your content on digital channels, using AI tools to analyze the performance and interaction of your content.
- It has good short-term profitability.
- The use of keywords for positioning is extensive.
- There is control to direct traffic towards landing pages.
- There is control over the messages that appear on search engines.
- Results can be estimated before starting campaigns.
- It allows segmentation by location and demographic profiles.
- Visits are directly related to the investment made.
- Disappearance from search engines occurs when the investment stops, without any improvement in SEO.
- It has a high cost (Investment + SEM fees).
SEM WITH ARTIFICIAL INTELLIGENCE (AI)
Artificial Intelligence allows the use of tools and services to optimize online advertising campaigns through data analysis, process automation, and message personalization. Some of its benefits include:
- Improving the performance of SEM campaigns by adjusting budgets, bids, keywords, and ads based on user behavior and preferences.
- Helping to identify and reach the target audience of SEM campaigns by analyzing demographic, geographic, psychographic, and behavioral data of users.
- Creating more attractive and personalized ads for users by using techniques such as natural language processing, text and image generation, and machine learning.
- Monitoring and evaluating the impact of SEM campaigns by providing real-time reports, metrics, and recommendations.
SEO positioning is achieved through organic or natural search results performed by search engines, and it is a slow process that requires a lot of work, dedication, and patience. This is due to the wide variety of strategies that need to be implemented, such as publication frequency, content quality, keywords, internal and external links, among others. On the other hand, with SEM, it is possible to quickly attract traffic with a good conversion rate from visitors to customers, allowing for detailed user segmentation and budget adjustments at any desired moment.
AI can be used to enhance both SEO and SEM, as it enables the analysis of large amounts of data, pattern identification, behavior prediction, content generation, keyword optimization, and personalized ad creation.
VIDEO ABOUT SEO AND SEM