Nathan Gaidai
Nathan Gaidai
Table of Contents

SEO, PPC, And SEM: Boost Your Business Online

Table of Contents

SEO, PPC, and SEM represent the essential tools for online search engine adaptation to make your business, products, and services more accessible to the customers, boost your site’s visibility, and add and transfer traffic to your business. These tools have become increasingly popular due to their effectiveness, speedy results, and high maintenance of high-level outcomes.

Therefore, we bring you in this blog the essential features of these models and recommend some of the most important practices and examples that can help boost your business.


Search Engine Optimization or SEO – modern-day marketing, online survival tool, a most popular choice of business in 2021; these are all words we encounter once we type in SEO into the chosen search engine.

This blog will unravel the secret of SEO. We will explain in detail what is Search Engine Optimization as well as discuss some of the tips and tricks that can help you make your page and company SEO friendly and appear higher on the Google ranking. So let’s start!

What is SEO in simple terms?

You may already be familiar with Google, and many other search engines are presented in a particular order. Search engine optimization is increasing your website’s visibility and not in the same manner as a paid advertisement. How is that order aligned, and what impacts it? Well, it depends on your site’s three features: crawling, indexing, and ranking.


Crawling is a term forged for the process where robots of the browser search for new content that can be pretty much anything starting from PDFs, images, videos, entire web pages, and much more. The main requirement is that it can be linked.

Therefore chosen search engines, such as Google, follow links to a new page. Once the browser recognizes you, the SEO process can start.

Another way for your website to appear on the browser is to submit a list of pages or individual page (preferably) homepage to Google for the crawl. This submission is also known as a sitemap. This way, Google verifies you are leading the visitors to find your page.

Two steps to submitting your website to Google: 

  • An XML sitemap is a file that lists all the essential pages on your website, making important linkages.
  • Submit your sitemap to Google Search Console, an SEO tool that helps measure your website’s search traffic and performance.


After making the content recognized by Google as unique, the step is to index it into the database of discovered URLs. Some tips we can offer to improve your indexing are to make the content more textual that image related, with short titles that are on point, and with as many headings as you can that describe the content.


Lastly, when we present our URL, the SEO optimizes the result and forms the ranking we mentioned in the beginning. Simply, it is the order in which content appears on the search engine. What improves your ranking will be mentioned forward in the blog, but briefly, you can make your page fast to load and mobile-friendly. Make sure you have great content and update it accordingly. Search engine optimization is a key part of online marketing because search is one of the primary ways users navigate the web. 

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Why do you need SEO? 

SEO helps you rank higher in searches if done organically, which is something that many businesses try to manipulate since SEO is known to draw more traffic to your website. If we know that 81% of people use Google to find a product or service, every business owner should pay attention to SEO to increase website traffic.

To go in line with this stands our observation that if we analyze a typical search query, the first result on the page will receive around 40-60% of the total traffic for that query while the other 2 or 3 on the list will receive significantly less while only 2-3% move beyond the first result.

Even though you know this fact, only 30% of business owners have an SEO strategy and consider it complex. Here you can hire SEO Jokers, and we can do it for you!

Fun facts about SEO:

  • SEO Traffic takes time to show results, but it is consistent, which makes it worthy
  • SEO Yields a High Return on Investment (ROI).
  • SEO drives higher ROI than other marketing strategies.

Types of SEO

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Technical SEO

One of the features of technical SEO relates to your website’s infrastructure. It is connected to the previously mentioned indexing and crawling. It’s called technical SEO because it only deals with the back end and includes:

  • Site structure
  • Adding sitemaps
  • Implementing structured data and schema markup
  • Website and page speed
  • URL structure — Fixing URL redirects
  • Mobile-friendliness
  • Website security (SSL and HTTPS)
  • Keyword Research

On-page SEO

On-page SEO includes optimizing web pages for specific keywords:

  • Title tags
  • Content formatting and headers
  • Meta descriptions
  • URLs
  • External and internal links

Off-page SEO

Off-page SEO refers to the efforts made outside your website, which is an overall presence on the web. It includes:

  • Link building
  • Guest posting
  • Social media awareness

Top SEO tools

As we have already mentioned, for some companies, SEO can be overwhelming from many perspectives. Some find it complicated, while others search for tools to help them get the SEO right. That’s where we, SEO Jokers, can also jump in. Here are some tools to make your website SEO-friendly and boost your business.

  • Google Search Console is a free tool to get good reports and know exactly where you are on your SEO journey. It provides rankings and traffic reports for top keywords and pages.
  • Google Ads Keyword Planner – designed for paid search but also an excellent asset for keyword suggestions and search volume.
  • Backlink analysis tools – AHREFs and Majestic tools allow analyzing websites linking to their own website or competitors’ websites to create link building.
  • SEO platforms- They can track keyword rankings, help with keyword research, identify on-page and off-page SEO opportunities, and do many other tasks related to SEO.
  • Social media – is a tool for networking with other webmasters and building relationships.


PPC is also known as Pay-per-click, which is an online advertising model. It is often confused with SEM and considered as its component only. Therefore this section of our blog will deal with PPC and elaborate on its relations to SEM. So let’s begin!

PPC, as mentioned, is an advertising model relying on an advertiser paying every time someone clicks on his advertisement at the chosen website. It has also been known as the cost-per-click model or CPC.

How does PPC Work?

The PPC is based on keywords where people who use these models research and analyze the keywords most adequate for their product. It is one of the most important features if you want PPC to work and bring you more profit. This model is beneficial for both advertisers and publishers, considering that advertising your services to the target audience you choose will substantially save lots of money that are lost on traditional advertising. Well-designed PPC campaigns also save a substantial amount of money as the value of a click exceeds the cost paid to a publisher. For publishers, besides bringing the revenue and monetizing their free products using online advertising.

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Types of PPC model:

  • Flat-rate model – the publisher has a fixed fee for each click, where different PPC rates apply to different areas of their website
  • Bid-based model – advertiser makes a bid for an amount willing to pay for an advertising spot. Then Auction (also known as the Ad Auction) takes place to assign the ad spot where the winner is determined by rank, considering both the amount of money offered and the quality of the content.

Benefits of PPC

  • It is measurable and trackable, so you can check the performance
  • It provides insight into the behavior and search patterns of the customers
  • Quickly sets up campaigns, creates ads, and finds new customers 
  • Budget flexibility
  • Plenty of targeting options
  • Ad is displayed on all platforms as well as mobile and desktop devices

Most Popular PPC Platforms

  • Google Ads – PPC available on Search Network and partner sites Display Network. and  YouTube 
  • Microsoft Advertising – PPC is available on Search Network Bing and partner sites and MSN
  • Amazon Advertising – PPC platform used by e-commerce retailers with focused campaigns of products on Amazon’s shopping network.

Examples of PPC: 

  • YouTube Ads – ads can play before, during, or after a video. They can be pay-per-view (PPV) or pay-per-click (PPC) based on length and placement.
  • Affiliate Links – a form of PPC that  is based on adding product links to your content
  • Direct Link PPC – creates sponsored PPC ads that link directly to an Advertiser’s site 
  • AdSense – matching ads to your site based on your content and visitors


Search engine marketing, known as SEM, is a digital marketing strategy. As discussed before, it is one strategy used to increase a website’s visibility since it is known that visitors find a website by querying it on browsers.

SEM combines algorithms to ensure the most relevant results appear for each search. These algorithms include location and other available information. Most impact sponsored ads to appear at the top or on the side of the website. To succeed and see the results of SEM strategy, one should carefully choose keywords tied to your product. As you can see in the case of SEO and PPC, keywords make a difference and help boost your success rate. One other thing you should be aware of is that paid listings are highly relevant to your search.

How does SEM Work?

If we remember that SEO works on organically drawn content and PPC on manufactured/paid traffic management, SEM combines both and can be organic and paid.

In search engine marketing, you pay for impressions that result in visitors, and the added bonus is that each visitor improves the website’s rankings in organic search results. SEM is based on the procedure where a selected network is used for a campaign within a short period of time. Conversely, results are immediate and arguably the fastest way to drive traffic to a website.

SEM helps you place an ad in targeted users that are ready to become your customers and who are prepared to convert. As we mentioned, SEM also relies on keyword research while accounting for a geographic location for the ad, text-based ad, and price for the advertisement. In this way, keywords ensure the highest ROI. Lastly, experts that deal with SEM state that text-only ads are the easiest to produce and use URLs for hyperlinks. 

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One of the main differences we want to point out and that we discuss is that SEO mainly relies on organic search, which unfortunately just sometimes does not work fully, and your website is not ranking high, Unlike it, SEM can be paid. SEO and SEM can be put under what we know as search marketing but are very much deferred.

SEO uses rules according to Google’s algorithms to rank you higher on the browser search. On the other note, SEM skips this step and, by investing money, creates ads that show results much faster. Both rely on keywords to connect the product to the ad or to rank organically.

SEM vs. PPC 

SEM and PPC are both models for promotion using search engines. It is essential to know that PPC is not simply part of SEM but can be used independently. You see PPC adverts at the top of search results, while SEM covers many types of advertisements on search engines.

Unlike PPC, which is paid only when someone clicks on it and not for display, SEM includes paid and organic digital marketing strategies, including SEO and PPC advertising.

Useful Tools for SEM



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