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he terms “search engine optimization” and “search engine marketing” are often used interchangeably. Even some so-called ‘experts’ in the field commonly swap the two terms, which tends to add to the confusion. It’s important to note that these two terms have different meanings.
Search engine optimization (SEO) is actually a component of search engine marketing—a function of the SEM process, if you will. SEO is the act of optimizing a website for organic or natural search engine listings. Search engine optimization is arguably the most cost-effective function in a search engine marketing campaign, yet still just one element.
Search engine marketing (SEM) is the process of marketing a website via Internet search engines; whether by improving rank in organic or natural listings, paid or sponsored listings or a combination thereof.
A comprehensive search engine marketing campaign is inclusive of (at least) the following functions:
Search engine optimization
Search engine and directory submission management
Paid inclusion and trusted feed programs
Pay-for-placement management (includes pay-per-click)
Link popularity / reputation development
ROI and performance monitoring and reporting
So don’t be confused by the SEO / SEM enigma. Now that you know the difference between the two, it’s not as complicated as it first seemed. Search engine optimization is simply a component of search engine marketing, period.