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Cooperation of SEO and SEM techniques in obtaining leads

6 minutes of reading
Cooperation of SEO and SEM techniques in obtaining leads
Category SEO

SEO and SEM are two different strategies that can work together in tandem to get your business leads from free, organic search results on Google or Bing. While each has its own advantages and disadvantages, both can be used together for the best results. Read on to learn about how those techniques can work together to help you get more leads from search engine users.


Search Engine Optimization and organic traffic

SEO is a technique used to help create content that will rank highly on search engine results pages. It is a form of internet marketing with the goal of increasing traffic by harnessing the organic or natural power of search engines. It uses link building, social media, video, images, keyword research and so on.

Organic traffic is any website visits that come from search engines, like Google. Organic traffic does not include visits that are a result of paid advertising. Though organic traffic isn’t as predictable as pay-per-click (PPC) or banner ads, it does have the potential for higher conversion rates because visitors are actively searching for something specific. If your site ranks well in the search engine results pages (SERPs), then you’ll likely see a steady stream of organic traffic coming your way.

Pros and cons

It is the process of optimizing content on your website so that it shows up higher in search engine results pages, thereby making it easier for potential customers to find your business. This method is also effective because each time someone clicks on a link from the search results page, the searcher’s web browser has a chance of re-directing them back to your site. The downside is that it’s basically a time, tool, and positioning strategy. Also there’s no guarantee that the website will show up higher in search results than websites with better content.

SEM is any marketing activity undertaken in search engines, which includes both the promotion of a website in paid and organic search results for a specific set of keywords. So it is a much broader concept. After all, the main elements of this strategy are PPC (Pay Per Click) ads, landing pages, sponsored materials. With this type of advertising, you bid on keywords related to your business and pay each time someone clicks on your advertisement.

Pros and cons

The biggest advantage of this practice is its immediate operation and effects, as long as we chose the keywords appropriately. Paid scores are displayed at the top (and sometimes at the bottom) of the ranking list and stand out from the crowd. Unfortunately, it is also often an obstacle, because users avoid them by focusing primarily on organic search – it is from the latter that the largest amount of traffic in Google and other wushkiwarkach comes from.

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Lead generation

Lead generation is a term used in the marketing industry to refer to any marketing strategy that aims at generating leads for your business. Leads are potential buyers who have shown interest in your product or service, but who have not yet become customers. The goal of lead generation is typically to turn these people into paying customers.

Figure out where your traffic is coming from

It’s important to know which marketing channels are generating your customers so that you can focus on those channels. For example, if the majority of your traffic is coming from organic search, then you’ll want to prioritize SEO efforts over PPC. However, if most of your traffic comes from paid ads, then it may be a good idea to invest in higher quality ads. Your customers use different places on the web, you need to get to know them in order to know what a passive user can do to act as a consumer creating leads.

Why do businesses use both?

A search engine crawler will crawl your website and index it, so that users who are looking for information about your company or industry will find it through search. The idea behind this is that if people see your business as an authoritative source of information, they’ll be more likely to contact you or purchase from you. Search engine marketing, on theother hand, are the methods used by marketers seeking to have their products or services appear when relevant searches are made on a search engine.

Understanding your company needs

Many people think that these two strategies are for different types of businesses. That couldn’t be further from the truth. These strategies need to be used in conjunction with one another. However, there needs to be a balance between the two so that neither one is being overused or underutilized. It’s important for marketers to understand what their company needs before diving into either strategy so that they can find the right balance for them.

Work on cross-marketing

Cross marketing is when two different organizations help promote each other’s business and improve how each company is seen. For successful cross-promotion, find a partner who is willing to promote complementary items with your business and make sure they both have value to offer. In cooperating for the purpose of cross-marketing, both parties have benefitted in increased image, increased sales, and improved cost efficiency for advertising purposes.

Lead generation strategies using SEO and SEM

  • Search engines will give preference to websites that have a lot of informative, high-quality content on website, blog and social media. So if you’re building your site, make sure it’s full of unique, valuable information that isn’t easily found elsewhere.
  • Make sure all the pages on your site are well organized and easy for visitors to navigate.
  • Ensure that your website is optimized for search engines by using keywords in the right places, like headlines, titles, images, captions and links.
  • Use landing pages and PPC ads on Google and social media.
  • Don’t neglect e-mail marketing strategies, but make sure your messages are personalized.
  • Create a user account on your website and use it to recover data about your users. Also use online research and forms.


SEO and SEM both have their own strengths and weaknesses, but by utilizing both of them, it is possible to create an effective marketing strategy. Even if one technique is not as strong as the other, it will be more difficult for your competitors because they are using a one-dimensional plan. Generating leads requires a delicate approach and a long-term plan.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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