Search Marketing

Search MarketingSEO

SEO vs SEM: Which Strategy is Effective for Your Business?

SEO vs SEM:  Which Strategy is Effective for Your Business?

Many people are confused with SEO and SEM. Though they work together independently, they do complement each other in so many aspects. It involves completely different strategies. However, the outcome is the same, which is to increase your website traffic and visibility. So, before you begin planning your search marketing campaign, familiarise yourself on the differences and similarities of SEO vs SEM first. This way, you’ll create a more effective online marketing plan for your business and eventually get your desired results.

SEO vs SEM: Key Differences & Similarities

SEO vs SEM: What are the key differences and similarities?

Search Engine Optimisation (SEO): Organic Search

The most basic difference between SEO vs SEM is if it’s organic or not. Search engine optimisation (SEO) is the organic or non-paid search strategy. Its primary aim is to improve your website ranking in many search engines such as Google, Yahoo, Baidu, and Bing. SEO relies heavily on your website content with deliberate use of keywords, titles, meta descriptions, URLs and inbound or external links.

As a start, your target should be to appear in the top 10 search results on the first page. To do this, you have to integrate an SEO plan into your website. There are millions of search results online, so you have to work hard on standing out in any search engine with quality content and SEO.

Search Engine Marketing (SEM): Paid Search

On the other hand, search engine marketing (SEM) is the paid search strategy. It mainly targets getting the top rank for your website by placing it on top of the first page as an advertisement. This strategy will surely and quickly drive more traffic to your website compared to SEO. But it also requires a lot of learning to do before you ace the competition.

In Google, there are many types of SEM campaigns to choose from such as text ads, display ads, shopping ads, and video ads. Each type corresponds to a specific goal. Hence, you need to carefully select the most appropriate ad type to suit your product/service, website, and goals.

Your budget is one of the first things to plan in this strategy. It is necessary to include key performance indicators like click-through-rate (CTR) and cost-per-click (CPC). Furthermore, the campaign has to be properly executed or else, it will not bring much traffic to your site. Lastly, you have to monitor and analyse your campaign to keep track of your efforts.

SEM is a complicated digital marketing strategy. But if you thoroughly plan your search marketing approach, you will be able to maximise your budget and get the most out of your campaign revenue-wise.

SEO & SEM: A Powerful Combination for Search Marketing

In the world of online marketing, change is the only constant thing. You have to keep up to speed or you’ll get left behind in a blink of an eye. If you’re not sure whether you need either strategies, both, or none at all, know this – the only way to ace the tough digital competition is to do what your key competitors are doing – SEO and SEM!

Whether it’s organic or paid search, it’s best to maintain both strategies if you want to ultimately reach your goals. SEO is the foundation of search marketing. With the relevant keywords, links and correct ad setup, your website traffic will grow and your conversation rates will significantly improve. Make sure to establish an SEO-friendly website first, and work your way up using sponsored search ads to acknowledge the site’s credibility. Having both these tactics incorporated in your digital marketing campaigns will definitely get you the results and sales you desire.

Strengthen your search engine presence with SEO and SEM!

Strengthen your search engine presence with SEO and SEM!

Now that you know how SEO and SEM complement each other, it’s time you take advantage of its potential and win the competition!

Remember, both SEO and SEM strongly depend on competitive keywords that speak equally to the target audience. Only with the right keywords, SEO and SEM will effectively position your website on top of the search list.

If you can’t find the right keywords for your product or you are having trouble with your page ranking, we can help you with that. Let IH Digital help you win keywords and boost your website’s presence on Google, Yahoo, and Baidu. Talk to our SEO & SEM experts to learn more about our services today.

Content MarketingSearch Marketing

These 4 Digital Marketing Tactics Drew More Patients for Pantai Group

Pantai Group, Malaysia’s healthcare leader, uses 4 digital marketing tactics to attract more patients online.

In today’s digital age, medical brands such as hospitals and pharmaceutical companies are leveraging into building their online presence to strengthen their brand through an array of digital marketing efforts, particularly SEO and search marketing. Thanks to the advancement of online advertising, greater visibility and a wider reach to potential customers are now possible.

Pantai Holdings Berhad (PHB) recently took to digital marketing to further enhance their brand awareness online. Commonly known as the Pantai Group, PHB is one of Malaysia’s leading integrated healthcare groups with a network of 14 multi-disciplinary hospitals throughout the country under 2 brands: Pantai Hospitals and Gleneagles Hospitals. 

Pantai Group engaged online marketing strategies to increase patient acquisition and website traffic within Malaysia by utilising SEO marketing, content marketing, search marketing (pay-per-click or PPC), retargeting via Google Display Network (GDN) and Facebook Ads.

4 Digital Marketing Tactics to Grow Traffic for Healthcare Brands

1. SEO Marketing

Search Engine Optimization (SEO) is crucial as more patients are relying heavily on search engines to do their research. Pantai Hospitals optimised its existing website by improving the usage of keywords & phrases that potential patients are looking for when they search. 

2. Content Marketing

Content marketing includes everything that online presence and website encompasses. In efforts of enhancing the online presence of the healthcare group, the healthcare brand produced branded article content as well as medical content writing for specific conditions and diseases. The published articles include breast cancerlung cancer, and colorectal cancer.

IH Digital produced branded medical contents for Pantai Group’s website.

Besides content writing, Pantai also launched creative infographics with 4 language adaptations, such as English, Mandarin, Bahasa Melayu and Bahasa Indonesia, to fulfil the article. 

IH Digital, also a creative agency, designed infographics in 4 languages.

3. Search Marketing (Pay-Per-Click or PPC)

The competition in search marketing in the medical industry is considerably high, and despite the firms’ best efforts on search engine optimisation, integrating targeted keywords on website content alone cannot easily put your website to the top of Google search. That is why they utilised paid search marketing through Google Adwords PPC to make up for any shortfalls in search engine and to ensure that Pantai Hospitals’ website appears in the first Google search engine page results.

Within the first month of Pantai Group’s search marketing implementation, the ads generated a significant increase in website traffic by 10.22%, while patient acquisition grew by 22%. 

Pantai Group also launched paid search marketing with Google AdWord PPC.

4. Retargeting via Google Display Network & Facebook

Not everyone searching on Google have the same intention. Some people don’t book an appointment immediately without considering their options. Some may only be looking for general information online related to their symptoms or conditions. This explains why sometimes, having high website traffic is not parallel to having a high conversion rate at the same time. However, due to the advances in online advertising, there is a so-called retargeting method, which was deployed in line with Pantai Group’s goals. With retargeting, any healthcare brand can ultimately convert online visitors into patients in no time.

As previously mentioned, Pantai Group incorporated a retargeting strategy via Google Display Network (GDN) for its hospitals in an effort to optimise conversion by targeting those who have visited their website in the past without submitting an appointment. Creatives and copies were also produced to further improve the campaign.

Pantai Group employs retargeting strategy via Google Display Network to optimise conversion.

Other than GDN, the medical group also implemented social media marketing campaigns on Facebook, specifically to amplify retargeting efforts.

Pantai Hospitals are currently running Facebook ads managed by IH Digital.

Want to know the many ways to promote your healthcare business online? Drop your details here to schedule a meeting with our Marketing Expert.

Digital Marketing GuidesSearch MarketingSEO

The Difference Between SEM and SEO that Every Business Must Know

If you want to be savvy in online marketing, know the difference between digital marketing strategies SEM and SEO | IH Digital

Although some marketers might use the terms Search Engine Marketing (SEM) and Search Engine Optimization (SEO) interchangeably, they do not mean the same thing. But what exactly is the core difference between SEM and SEO?

What is the difference between SEM and SEO?

SEM and SEO work hand in hand but there are key differences between the two digital marketing strategies. SEO refers to the process. If you need the process of getting more visibility in search engines through both organic search results and paid advertisements, but primarily through paid traffic, this refers to SEM.

SEM and How it Works

Earning online visibility through paid advertisements via search engines like Google, Yahoo and Bing is SEM’s focus.

Through SEM, advertising space is bought to ensure a higher ranking in search results instead of using free traffic to rank in search engines. These paid advertisements are termed as pay-per-click (PPC), which is an SEM-activity used by most popular advertising platforms like Google AdWords. Therefore, utilizing SEM will greatly influence your online marketing efforts.

SEO and How it Works

SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. SEO has both “on page” and “off page” activities – sometimes called as “on site” and “off-site” activities – as its two main pillars. On page activities primarily refers to the process of strategically making your website search engine friendly. Off-page activities refer to the process of ranking high in search results by getting votes from other websites through link building and mostly by your strategy in content marketing.

Free traffic determines SEO ranking. SEO revolves around strategic keyword placements, meta descriptions and link building. Ranking basically depends, and is determined, by how well your website works and if it can catch visitor’s attention through relevant content. When you have SEO websites, it will also help better your chances of scoring higher rankings in search engine results.

Which is better? SEO or SEM?

There is no correct answer! It all depends on your immediate needs and budget. If you are managing a new website, investing in SEO marketing from the beginning is important. For immediate and guaranteed online visibility, SEM is the choice while SEO may take longer to achieve visible results but it will also be more cost-effective in the long term.

IH Digital is a digital marketing agency in Singapore where you can explore your opportunities with SEM and SEO. Learn from our experienced digital marketing specialists now! Message us here.

Korea Digital MarketingSearch Marketing

Naver Marketing : Naver Blogs and the Power of Naver Search

digital-marketing-korea-digital-agency-singaporeKoreans search online for almost everything. This consumer trend is greatly significant for marketers if they want to attempt Digital Marketing in Korea.

Naver Search: What does “Search” mean to Koreans?

A Korean professional working in Seoul is going to meet his friend after work, in Gangnam, the center of Seoul. And unconsciously he searches “Good restaurants in Gangnam”, and reads through the reviews that Korean bloggers have posted on their blogs.

Meanwhile, another Korean professional is interested to buy a luggage for her first overseas trip during her long holiday. She has no time for offline shopping, so she has decided to buy one online. The first thing she did was to search “durable luggage recommendations”. On the search result appeared a list of pretty luggage, where she found her “right one” and bought it.

Koreans search online for almost everything – shopping, food, product reviews and travel ideas, to name a few, basically because Koreans tend to review pros and cons before purchasing almost anything. This unique Korean consumer trend is greatly significant that brand marketers in Korea should not take a second though about taking this into consideration when targeting the Korean market.

Korean consumers search relevant keywords online and recognize the brands that appear often on the search results. This leads to the “Zero/One moment of truth”.

It is therefore significant for marketers to consider Naver Marketing, which covers Naver Search, Naver Blog and Naver Blog Management with the aim of effective Korea Marketing.

Naver Search: A service that goes together with Blog Management

Naver Search aims to provide more convenient, precise and faster search results. Naver analyzes Naver users’ online search environment and patterns to be able to offer optimized search results.

Recently, to counter DAUM’s new Kakao Search Service – a mobile-optimized search service – Naver launched Multimedia Search followed by Regional Search, Tag Search and Real-time Search. The launch of these new search services by Naver was interpreted as a sign that Naver is building mobile-friendly search environment, responding to overall change of online search behavior – from PC search to mobile search.

Blog Management: Paying Attention to Personalized Information, Consumer Behavior, and Consumers’ Interest

Korean consumers search relevant keywords online and recognize the brands that appear often on the search results

Naver is now on its track to change from desktop search to mobile search. Desktop search offers broad information as compared to mobile search, which provides more customized information.

At this juncture, customer behavior patterns should be contain deeper, more human and quality analyses, rather than the classic consumer analysis which measures by demographic ways in the past such as age, gender, occupation and the like. Although these basic information are still vital, there are more quality information and data that can lead to better optimization of digital marketing korea actions.

The Search Ads trend, in the same way, did not remain constant. Not long ago, it was enough with simply setting a specific duration that the Ads will run online. Today, however, Search Ads target specified people via RTB (Real-Time Bidding).

When it comes to Blog Management, focusing on blog content itself is essential to make blog visitors – who visited the blog through relevantkeywords search – stay longer on the blog. This will only be possible when a blog is filled with high-quality content. How will you do this without making your blog flood with focus keywords? Three things: 1. Understand the content plan; 2. Mention specific keywords with clear verbs or action such as “travelling in Manila for vacation”; and 3. Mention the keywords frequently but not to the point of destroying your piece. Remember, quality content with relevant keywords always win the search.

Whether your office is located inside or outside Korea, you can market your products and services to the Korean market through Naver blog. Are you interested in Korean Digital Channels, Korean Digital Marketing, Video Marketing and Korean Online Marketing? Check out more about Naver Marketing and Video Marketing here.

Contact IH Digital Philippines to know more about our services like video marketing. For inquiries, click here.