Understanding SEO vs. SEM
SEO focuses on organic search results, while SEM includes paid advertising. Both are essential for a complete search strategy.
SEO Fundamentals
On-Page SEO
- Keyword Research: Identify terms your target audience is searching for
- Title Tags & Meta Descriptions: Optimise for clicks and relevance
- Header Tags: Structure content with proper hierarchy
- Content Quality: Create comprehensive, valuable content
- Internal Linking: Improve navigation and SEO
Technical SEO
- Site speed optimisation
- Mobile responsiveness
- XML sitemaps and structured data
- HTTPS security
Off-Page SEO
- Quality backlink building
- Brand mentions and citations
- Guest blogging and digital PR
SEM Best Practices
Google Ads Strategy
Create targeted campaigns with compelling ad copy and optimised landing pages.
Bid Management
Balance manual control with automated bidding strategies.
Ad Extensions
Utilise all relevant ad extensions to increase ad visibility and value.
Integration Strategy
SEO and SEM work best together. Use SEM data to inform SEO strategy and vice versa.
