1. The concepts
SEO, search engine optimization, is search engine optimisation. A search engine, such as Google or Baidu, is an application system that retrieves information for users. SEO means people with the relevant skills optimising targeted against the search engine system, raising a site’s keywords’ natural rankings through technical means. Its practitioners are called SEO optimisers or SEOers.
SEO covers off-site and on-site work. To win more free traffic from search engines, plan sensibly across site structure, content building, user interaction and pages, and make the site’s search listing more attractive to users. SEO takes relatively longer to show results, but once keywords rank, positions are fairly stable: even if optimisation pauses for a while, rankings do not plunge.
SEM, search engine marketing, stresses the marketing: using search engines for online marketing, letting customers find and click the information into the site itself, converting traffic. Baidu’s keyword bidding is the example: a user searches a keyword, Baidu shows the corresponding marketing ad on their screen, and the goal is the deal.
Against SEO, SEM’s traffic shows results faster, but it is bound to the auction price, and the same keyword ranks differently at different hours.
2. The difference
SEO can be done by in-house staff investing heavy manpower to optimise the site and lift its rankings. SEM is Baidu’s official search advertising product, requiring payment for keywords.
3. The similarity
Both aim to raise the site’s exposure and achieve marketing.
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