Search Engine Optimization (SEO) / Search Engine Marketing (SEM)

What is SEO?

Source: Dynamic Internet Marketing, 2014

Search Engine Optimization (SEO) is technique for creating and editing Web pages in such a way that their structure and content are suitable for automated processing in web search engines. The goal of SEO is to get the search results in a better position (the link will be displayed among the first), thus more number of visitors. (Ortiz-Cordova, A. and Jansen, B. J., 2012)

SEO Search Engine Optimization, Ranking algorithm
Source: Infinite Solution Technologies, 2016

SEO process includes many tools and recommendations to get higher ranking in search engines:

  • Keywords – analyze what keywords people finding and how to highlight these words on advertiser’s web sites.
  • Backlinks – every link to advertiser’s website is counting! Even more links lead to better ranking.
  • Site architecture – first point is having clear HTML code without errors. Also structure as use correct HTML tag for main title is important for SEO.

In SEO the main role of robots is to go through websites looking for keywords and the number of backlinks to your website.

SEM (Search Engine Marketing)

Source: Hiya Digital, 2016


The aim of SEM is also to increase the visibility of websites that it is achieved through paid advertising systems. Compared SEO optimization, input costs necessary to lower the use of these systems, on the other hand, the maintenance of the campaign requires a constant supply of funds.

Examples of paid advertising on the Internet used in the context of SEM are PPC (Google Adwords, Adsense …) paid entries in the catalogs, banners, placement on preferential positions in the comparator goods and other.

Pay Per Click (PPC) are among the instruments of Internet advertising, one of the methods of affiliate marketing. The principle of PPC lies in the fact that the advertiser does not pay for each ad views, pay up when the ad was clicked. The biggest advertiser PPC advertising is Google. Google AdWords is an online advertising service that allows advertisers to give more importance to its Web site in Google search. Advertiser enters keywords that are important to him and his website will be displayed on the top positions for relevant results (Google AdWords, 2016).


For SEO cause a main role robots who go through websites looking for keywords and the number of backlinks to your website. This process can take weeks or months. In contrast the SEM works instantly, but if you stop paying, the marketing campaign will end.

Clients can be overcharged for their advertising. E.g. click fraud occurs when a third part or a publisher clicks on a CPC with no intentions of buying it legally (The Economist, 2006).

Generally Click farms generate a big number of fraud clicks. Especially in India are big groups of low-paid workers hired for clicking on targeted advertisements for period of time (M. Lee, 2007).

Louis Vuitton VS. Google

The best example of SEO and SEM is Louis Vuitton. Louis Vuitton has led the court with Google for many years. The court was about that Google legally offers the possibility of buying Louis Vuitton keywords for anyone. This led to that the site with fake Louis Vuitton  was in search engines on better position than the official site of Louis Vuitton. (Sweney Mark, 2010)
This example is demonstrate how much power they have the tools SEO and SEM.


In conclusion we can say that if you want to succeed with your own company online you need to be seen. It is therefore important to know the benefits of SEO and SEM and know how to properly combine. SEM campaign using PPC (Pay Per Click), paid banners and sponsored links on the top positions in the search engines are an effective tool but only when you pay for them constantly. Search Engine Optimization (SEO) correct structure of pages and optimizes them so that they are the best available for robots that finding keywords, backlinks and then will display your website for the relevant category of people in search engines.