SEO Vs SEM The ROI Myth Busted

SEO Vs SEM The ROI Myth Busted



Search engine optimization and search engine marketing both are intrinsic part of​ Internet marketing efforts. But there is​ some confusion as​ to​ which one is​ better strategy in​ return on​ investment (ROI) terms. This article helps clear some of​ the​ doubts.

SEO vs. SEM – the​ ROI Myth Busted

Return on​ investment (ROI) is​ one of​ the​ deciding factors for any course of​ action involving investment of​ resources. For quite sometime now,​ a​ debate has been raging on​ whether search engine optimization (SEO) has better ROI than professional search engine marketing (SEM).

In fact it​ has become a​ bit of​ a​ myth that it​ is​ easier to​ get good ROI through SEO than it​ is​ to​ get the​ same ROI through SEM. Two facts have helped evolve this myth – SEM involves click costs while SEO works through free traffic. Let’s see whether this myth holds any water.

Well,​ a​ closer look tells us that this myth doesn’t have any truth in​ it​ and there are several reasons for that. in​ this article though,​ we will deal with just one reason: the​ ‘landing page difference’.


In SEM,​ you​ decide the​ landing page your visitors will see. in​ SEO,​ a​ search engine spider decides on​ the​ landing page visitors will see. There's a​ difference in​ control,​ and that difference makes all the​ difference. That’s why serious search engine marketing services providers opt for full blown SEM rather than just SEO.


Searchers,​ after all,​ are people with itchy back-button fingers. if​ they come to​ a​ site and don't think it's the​ best site for them,​ they'll return to​ the​ search engine results page - and click on​ your competitors' links - in​ a​ matter of​ seconds.


But if​ your landing page is​ optimized for the​ keywords the​ searchers choose,​ and the​ ad copy the​ searchers see,​ then you're able to​ tell a​ new visitor,​ right away,​ that he/she's come to​ the​ right place.

And no matter how amazing your site is,​ that's a​ message that visitors need to​ hear. Because people don't just want to​ see a​ good landing page,​ they want to​ see a​ relevant landing page.


But only a​ good search engine marketing firm can optimize your landing page. a​ search spider won't.


In both SEO and SEM,​ you​ only hit ROI if​ your searchers convert. a​ search engine marketing services provider might require a​ higher initial investment than an​ SEO firm does (because SEM requires the​ management cost,​ plus the​ PPC cost; while SEO only costs the​ price of​ management alone) - but you're also likely to​ get better conversions through SEM,​ because you're likely to​ get better landing pages through SEM. And it's only conversions that will get you​ ROI.


Are we saying that getting the​ best SEO possible isn't worthwhile?

Absolutely not!

The more real estate you​ take up in​ the​ search engine results page,​ the​ better. it​ will plant your brand in​ the​ psyche of​ the​ browsers making your website easier to​ recall when they would require services/products you​ offer.


So good SEO is​ absolutely vital to​ strong internet marketing! But saying that SEO will get better ROI than SEM - because organic traffic is​ free - ignores the​ most important element of​ SEM: control. And its control that makes all the​ difference between getting traffic,​ and getting traffic that converts.


And that makes a​ huge difference when it​ comes to​ ROI.




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