SEM, or search engine marketing, is the promotion of a service, company and/or product via search engines like Google, Yahoo, and Bing. Not to be confused with search engine optimization (SEO), SEM refers to more than just organic methods and includes a larger variety of techniques. SEO is, in fact, a subcategory of SEM, as it is a form of search engine marketing. Other examples of SEM for HVAC companies include:
- Content Marketing: The organization of content to attract relevant search engine users
- Landing Page Optimization: Ensuring optimal presentation of an ad’s corresponding landing page
- Pay Per Click: PPC advertising on Google and Bing
- Schema Markup: The inclusion of microdata tags to enhance search results
Some of the examples above fall under the umbrella of both SEM and SEO. For example, content marketing is an organic methodology, making it fundamentally SEO but also SEM. The same is true of schema markup, as the action of marking up data is not “paid” in of itself. PPC advertising, in contrast, is not part of search engine optimization but is a part of search engine marketing. Why? Because with pay per click, your ad appears on search results, but not from organic actions. Call (800) 353-3409 for HVAC SEM services.
SEM Vs. SEO
Understanding the difference between SEM and SEO is important, and it can be confusing. Since SEO is a form of SEM, the two are often confused. The similarity of the acronyms doesn’t help this issue, as there is only a one letter difference between the two. HVAC companies who want to succeed online in 2019 will have to employ both methodologies at some point in their promotional campaign. To give you better insight into the differences between the two techniques, compare them below:
- SEM: Refers to any methodology that generates traffic from search engines
- SEO: Refers exclusively to organic methodologies that generate traffic from search engines
There is no better or worse when comparing these two concepts, as each serves an important purpose in your overall internet presence. The key is understanding the subtle differences between each method. Organic techniques are often considered more sustainable because they don’t require a fixed payment to provide value. In contrast, paid techniques generally work more quickly and offer the instantaneous results that many HVAC companies covet when embarking on their internet marketing journey. HVAC Webmasters can help you implement a plan that includes both important aspects.
Choosing HVAC Webmasters for SEM Management
There are plenty of SEM companies in the marketplace. The industry has grown substantially in the last ten years, offering more choices, but less certainty and trust. The advantage of choosing HVAC Webmasters for your marketing and optimization is that we focus specifically on the heating and cooling industry. We have unique insights into your audience that other marketing companies simply don’t have. Furthermore, we don’t lock our clients into long-term contracts. Our agreements are month-to-month so we are always accountable for our performance.
If you think 2019 is the year to start generating more leads online, HVAC Webmasters is the company to help you achieve your goal. Competitors in your industry aren’t holding back with their digital marketing efforts. It is imperative that you keep pace with, if not exceed them. The minor details are usually what separates mediocre performance, from optimal performance, and there is no company more detailed than HVAC Webmasters. Our team of SEO and SEM experts will help you ascend on search rankings and sustain it over the long-term. Call (800) 353-3409 for HVAC search engine marketing services.