Services Include:

Search Engine Optimization

Local Search Optimization

Paid Search Advertising

Social Media Marketing

Website Analytics

Aren’t SEO and SEM the Same?

runner-finish line_SEO_SEMOften search engine optimization (SEO) and search engine marketing (SEM) are used in ways that make it difficult to tell them apart, especially since they are both used to drive website traffic and brand awareness. Though they both involve online marketing, one is like a marathon and one is like a sprint.

Search Engine Optimization: The Marathon

Search engine optimization is the act of optimizing a website and other online content through the use of keywords and website development to increase organic search listings. It is a cost-effective method and is one aspect of search engine marketing. Regardless of search engine algorithm changes, SEO consists of on- and off-page activities. To be truly effective, they must be done consistently and long-term. Results will not be instantaneous.

Sample On-Page Activities

  • Clean, SEO-friendly URLs
  • Natural keyword inclusion in title tags, meta descriptions, alt text, heading tags, etc.
  • Image optimization
  • Inclusion of social sharing options of content
  • Quality blog posts and other web content
  • Fast page load speed
  • Use of Google Authorship
  • Internal linking

Sample Off-Page Activites

  • Create quality backlinks
  • Social bookmarking (e.g., StumbleUpon, Reddit, Delicious)
  • Social media
  • Reviews on Google+, Yelp and other sites
  • Local directories

Search Engine Marketing: The Sprint

According to Wikipedia, search engine marketing is a “form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising.” As you see, SEM contains SEO and pay-per-click (PPC); it’s an umbrella term. Search engine marketing adds a paid component via paid inclusion and trusted feed programs and pay-for-placement management.

Because of this combination SEM provides you with immediate exposure to your desired audience. The PPC aspect can be cost effective for even small companies when done correctly, which includes using SEO. When done incorrectly, it can be a costly lesson. It is best to hire a professional who has a thorough understanding of search engine marketing.

As a search marketing company, Crescent Interactive is uniquely qualified to help you make the most of your online marketing efforts. Don’t make that costly error I mentioned.


About Jennifer Nash

Jennifer Nash is the owner and president of Living Business, a consulting business that focuses on the intersection of strategy, marketing and operations.