SEO
SEM vs. SEO: What’s The Difference?

CSS. HTTP. URL. HTML.
It’s possible the only field that uses more acronyms and initializations than web marketing is the military.
The military uses them to save time.
Sometimes, it seems like our industry only uses them to confuse newcomers.
And it’s not uncommon for even experienced professionals to mix them up.
Some of the most common mistakes happen when it comes to the similar and related, but distinctly different concepts of search engine optimization (SEO) and search engine marketing (SEM).
Once upon a time, in the halcyon days of the early internet (that is, circa 2001), SEO referred to a part of SEM.
But, as the language and nuance of web marketing shifted, search engine marketing came to refer to a specific type of digital marketing. So, what’s the difference?
Sometimes also referred to as organic (SEO) and inorganic (SEM) search, both are focused on using Google (and to a lesser extent other search engines) to drive traffic to a specific website.
From a high-level view (and don’t worry, we’ll dive into the details a bit later), SEO is the process of improving your website to generate traffic, while SEM is using paid methods to show up in searches.
Don’t feel bad if you’ve mixed these terms up. It happens all the time.
To help you avoid any embarrassing mishaps when speaking with other digital marketers, we’ve compiled this handy guide to give you an overview of these concepts.
Confused? Don’t be, all will be made clear in the end. Now let’s get started.
PPC, Another Variable In The Mix
As we get started, just to make everything even more confusing, let’s add one more initialization into the mix: PPC or pay-per-click.
Okay, that one isn’t really fair because PPC is just another term for SEM – or at least, a part of it.
PPC is most likely a term that evolved through the Wild West days of early search engine strategies when different people used different terms to refer to the same thing.
Eventually, pay-per-click and search engine marketing came to mean the same thing: paid digital marketing advertisements on search platforms.
Pay-per-click, regardless if it’s called PPC, CPC (that is cost-per-click), paid search, or search ads are referring to paid search marketing, typically through search engines like Google and Bing.
Other terms and tactics used in digital marketing initiatives – especially those tied to search marketing tactics (both paid and organic) – may not be so simple and clearly defined, though.
What’s The Difference Between SEO & SEM/PPC?
We know SEO is search engine optimization.
Marketers aren’t optimizing search engines, however. We’re optimizing content and websites for search engines (and humans, too), so they can better understand, access, and direct searchers to our website.
Again, initialism doesn’t always make sense. So, naturally, this is a bit illogical.
Just like other things in life that don’t always add up, there are some acronyms that will never make sense either.
Like Humvee, which doesn’t stand for any words that start with U or E in them. (It actually stands for High Mobility Multipurpose Wheeled Vehicle, and was spawned from the original acronym, HMMWV.)
We’ve also determined that PPC marketing is (at least now) the same as or a very large part of SEM. Here’s where they overlap:
- Both are paid initiatives.
- Both need a budget.
- Both make search engines like Google and other advertising platforms a lot of money.
But, while Wikipedia defines SEM as “a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising,” it’s not so quick to call them the same exact thing.
In fact, pay-per-click marketing has its own Wikipedia page separate from search engine marketing (despite there being plenty of discrepancies and confusion throughout the page).
The bottom line is this:
SEO is not a component of SEM.
And, while PPC is typically the largest and most demanding component of SEM, both PPC and SEM are paid initiatives that offer real-time data, ROI, and protected data that can only be accessed by advertisers on certain platforms.
Why It Matters
Consistency is the main reason it’s important to clarify these terms.
Too many novice marketers, or marketers who aren’t specialists in maximizing value through search, have adopted these industry definitions and crossed them, combined them, confused them, or used them in a way that only further diluted their true meaning.
And even well-seasoned marketers who simply didn’t agree with or possibly even completely understand the terms themselves help contribute to the turning tide, as well.
Conferences have set up entire segments of their educational offering around the SEM naming convention when referring to strictly paid marketing efforts, but those efforts aren’t strictly done through search engines.
SEM, at least from this perspective, includes PPC ads on search engines but also on third-party platforms like Amazon and YouTube, as well as industry-focused platforms like Houzz, Thumbtack, or Yelp. It also includes display ads and remarketing efforts.
And, as the opportunity to advertise on social media continues to grow, it is usually used to refer to paid advertising on those networks, too.
Here at Search Engine Journal, we’re doing our part. Keeping the definitions and their usage consistent is going to be the best way to keep the information organized in a way that makes sense for marketers.
It also helps us, as marketers, convey our thoughts and ideas to clients and stakeholders, peers, or a friend who is curious about just what exactly it is we do for a living.
But, you should never assume someone else knows what you’re referring to when you use these terms.
Be concise and explain exactly what you’re talking about and make sure everyone agrees on term definitions.
Before we move on, let’s recap:
- SEO is the organic effort that goes into marketing through search engines.
- SEM and PPC are paid initiatives through search and other platforms.
Now that we have that out of the way, let’s move on.
Should I Use SEO Or SEM?
Now that you hopefully have a grasp on the differences between SEO and SEM, you’re undoubtedly asking yourself a question: Which one should I be using?
Ideally, both.
But if you don’t have the bandwidth and can only choose one, here are some things to consider:
What Are Your Goals?
If you want to drive traffic quickly, whether to promote a sale, try out a new offer or just give your website more exposure, SEM is the choice for you.
SEO, on the other hand, is a marathon, not a sprint. It takes more time to show results but is good for long-term growth and compounding value.
What Is Your Budget?
Obviously, SEM campaigns are going to cost you money. After all, there’s a reason it’s called pay-per-click.
If your budgets are tight or you have low product margins, it may not make sense to run SEM.
SEO, on the other hand, is more of a time investment than a financial one. And, you can probably enlist people already on your payroll like writers, IT personnel, and marketers to help.
How Is Your Site Currently Performing?
If your website already ranks highly for your keywords, your SEO needs will be primarily driven by changes to the Google algorithm and competition.
In this situation, SEM is a great augmentation. Conversely, if you’re not getting a lot of organic traffic, you probably need to get your SEO in order before you start spending money on paid ads.
How Much Data Do You Have Or Need About Visitors?
SEM lets you capture a lot more visitor data than organic search.
You can run your PPC campaigns through dashboards like Google Analytics, where you can see clicks, impressions, CTR, sessions, conversions, etc.
You can then use this data to track trends and attract new customers.
How Is Your Online Reputation?
SEO is a great way to control the narrative around your brand.
Using the same techniques you use to climb to the top of search rankings, you can control the way your organization is seen online.
In one famous (albeit unsuccessful) example, UC-Davis paid a consulting firm $175,000 to scrub the internet of negative postings.
Of course, if you can swing it, you should combine SEO and SEM as complementary search strategies.
This way, you can use the data you gather from your PPC campaigns to refine your SEO campaigns. This will give you a better idea of exactly what your audience is looking for when they click your links, so you can customize your content to it.
Combining both practices also lets you create remarketing campaigns.
If your SEO work is driving visitors, but you’re not seeing the conversions you want, you can use SEM to actively reach out to those targets and bring them back to your website.
Pairing SEO and SEM can also allow you to completely dominate search engine results pages (SERPs).
If you have the top ranking on the first page of results, plus paid listings on the same page, you’ve just claimed a lot of real estate.
The downside of this, however, is that your paid listings may cannibalize your organic traffic, which costs you unnecessary money.
Conclusion
Hopefully, by this point, we’ve successfully impressed on you the difference between SEO and SEM. But just in case it wasn’t clear, here it is once more for the people in the back:
SEO is using non-paid tactics to drive traffic to your website organically. It’s a slower process (usually three to six months) but can pay long-term dividends.
SEM, including PPC, is the use of paid search platforms to drive targeted traffic to your website. It requires a budget but can drive results very quickly.
Too many people either see these as the same thing or as completely separate initiatives and miss out on the benefits of using them together.
To get the best results, both should be a part of your digital marketing strategy.
They each have different strengths and weaknesses, but when properly united, can give you a real competitive advantage.
Featured Image: Krakenimages.com/Shutterstock
SEO
The Lean Guide (With Template)

A competitive analysis (or market competitive analysis) is a process where you collect information about competitors to gain an edge over them and get more customers.
However, the problem is that “traditional” competitive analysis is overkill for most businesses — it requires impractical data and takes too long to complete (and it’s very expensive if you choose to outsource).
A solution to that is a lean approach to the process — and that’s what this guide is about.
In other words, we’ll focus on the most important data you need to answer the question: “Why would people choose them over you?”. No boring theory, outtakes from marketing history, or spending hours digging up nice-to-have information.
In this guide, you will find:
- A real-life competitive analysis example.
- Templates: one for input data and one for a slide deck to present your analysis to others.
- Step-by-step instructions.
Our template consists of two documents: a slide deck and a spreadsheet.
The Slide deck is the output document. It will help you present the analysis to your boss or your teammates.
The spreadsheet is the input document. You will find tables that act as the data source for the charts from the slide deck, as well as a prompt to use in ChatGPT to help you with user review research.


We didn’t focus on aesthetics here; every marketer likes to do slide decks their own way, so feel free to edit everything you’ll find there.
With that out of the way, let’s talk about the process. The template consists of these six tasks:
- Identify your direct competitors.
- Compare share of voice.
- Compare pricing and features.
- Find strong and weak points based on reviews.
- Compare purchasing convenience.
- Present conclusions.
Going forward, we’ll explain why these steps matter and show how to complete them.
Direct competitors are businesses that offer a similar solution to the same audience.
They matter a lot more than indirect competitors (i.e. businesses with different products but targeting the same audience as you) because you’ll be compared with them often (e.g. in product reviews and rankings). Plus, your audience is more likely to gravitate towards them when considering different options.
You probably have a few direct competitors in mind already, but here are a few ways to find others based on organic search and paid search ads.
Our basis for the analysis was Landingi, a SaaS for building landing pages (we chose that company randomly). So in our case, we found these 3 direct competitors.


Look at keyword overlap
Keyword overlap uncovers sites that target the same organic keywords as you. Some sites will compete with you for traffic but not for customers (e.g. G2 may share some keywords with Landingi but they’re a different business). However, in many cases, you will find direct competitors just by looking at this marketing channel.
- Go to Ahrefs’ Site Explorer and enter your site’s address.
- Scroll down to Organic competitors.
- Visit the URLs to pick 3 – 5 direct competitors.


To double-check the choice of competitors, we also looked at who was bidding for search ads on Google.
See who’s advertising
If someone is spending money to show ads for keywords related to what you do, that’s a strong indication they are a direct competitor.
- Go to Ahrefs’ Keywords Explorer.
- Type in a few broad keywords related to your niche, like “landing page builder” or “landing page tool”.
- Go to the Ads history report.
- Visit the sites that have a high presence of ads in the SERPs (Search Engine Result Pages).


Once you’re done checking both reports, write down competitors in the deck.
You can also take screenshots of the reports and add them to your deck to show the supporting data for your argument.


Share of voice is a measure of your reach in any given channel compared to competitors.
A bigger share of voice (SOV) means that your competitors are more likely to reach your audience. In other words, they may be promoting more effectively than you.
In our example, we found that Landingi’s SOV was the lowest in both of these channels.
Organic:


And social media:


Here’s how we got that data using Ahrefs and Brand24.
Organic share of voice
Before we start, make sure you have a project set up in Ahrefs’ Rank Tracker.


Now:
- Go to Ahrefs’ Competitive Analysis and enter your and your competitors’s sites as shown below.


- On the next screen, set the country with the most important market for your business and set the filters like this:


- Select keywords that sound most relevant to your business (even if you don’t rank for them yet) and Add them to Rank Tracker.


- Go to Rank Tracker, open your project, and look for Competitors/Overview. This report will uncover automatically calculated Share of Voice.


- Add the numbers in corresponding cells inside the sheet and paste the graph inside the slide deck.


It’s normal that the numbers don’t add up to 100%. SOV is calculated by including sites that compete with you in traffic but are not your direct competitors, e.g. blogs.
Social share of voice
We can also measure our share of voice across social media channels using Brand24.
- Go to Brand24.
- Start a New project for your brand and each competitor. Use the competitors’ brand name as the keyword to monitor.
- Go to the Comparison report and compare your project with competitors.


- Take a screenshot of the SOV charts and paste them into the slide deck. Make sure the charts are set to “social media”.


Consumers often choose solutions that offer the best value for money — simple as that. And that typically comes down to two things:
- Whether you have the features they care about. We’ll use all features available across all plans to see how likely the product is to satisfy user needs.
- How much they will need to pay. Thing is, the topic of pricing is tricky: a) when assessing affordability, people often focus on the least expensive option available and use it as a benchmark, b) businesses in the SaaS niche offer custom plans. So to make things more practical, we’ll compare the cheapest plans, but feel free to run this analysis across all pricing tiers.
After comparing our example company to competitors, we found that it goes head-to-head with Unbounce as the most feature-rich solution on the market.


Here’s how we got that data.
- Note down your and your competitors’ product features. One of the best places to get this information is pricing pages. Some brands even publish their own competitor comparisons — you may find them helpful too.
- While making the list, place a “1” in the cell corresponding to the brand that offers the solution.


- Enter the price of the cheapest plan (excluding free plans).


- Once finished, copy the chart and paste it inside the deck.
User reviews can show incredibly valuable insight into your competitors’ strong and weak points. Here’s why this matters:
- Improving on what your competitors’ customers appreciate could help you attract similar customers and possibly win some over.
- Dissatisfaction with competitors is a huge opportunity. Some businesses are built solely to fix what other companies can’t fix.
Here’s a sample from our analysis:


And here’s how we collated the data using ChatGPT. Important: repeat the process for each competitor.
- Open ChatGPT and enter the prompt from the template.


- Go to G2, Capterra, or Trustpilot and find a competitor’s reviews with ratings from 2 – 4 (i.e. one rating above the lowest and one below the highest possible). Reason:
businesses sometimes solicit five-star reviews, whereas dissatisfied customers tend to leave one-star reviews in a moment of frustration. The most actionable feedback usually comes in between.
- Copy and paste the content of the reviews into ChatGPT (don’t hit enter yet).
- Once you’re done pasting all reviews, hit enter in ChatGPT to run the analysis.


- Paste the graphs into the deck. If you want the graphs to look different, don’t hesitate to ask the AI.
There’s a faster alternative, but it’s a bit more advanced.
Instead of copy-pasting, you can use a scraping tool like this one to get all reviews at once. The downside here is that not all review sources will a have scraping tool available.
Lastly, we’ll see how easy it is to actually buy your products, and compare the experience to your competitors.
This is a chance to simplify your checkout process, and even learn from any good habits your competitors have adopted.
For example, we found that our sample company had probably nothing to worry about in this area — they ticked almost all of the boxes.


Here’s how to complete this step:
- Place a “1” if you or any of your competitors offer convenience features listed in the template.
- Once done, copy the chart and paste it into the deck.
This is the part of the presentation where you sum up all of your findings and suggest a course of action.
Here are two examples:
- Landingi had the lowest SOV in the niche, and that is never good. So the conclusion might be to go a level deeper and do an SEO competitive analysis, and to increase social media presence by creating more share-worthy content like industry surveys, design/CRO tips, or in-house data studies.
- Although the brand had a very high purchasing convenience score, during the analysis we found that there was a $850 gap between the monthly full plan and the previous tier. The conclusion here might be to offer a custom plan (like competitors do) to fill that gap.
We encourage you to take your time here and think about what would make the most sense for your business.
Tip
It’s good to be specific in your conclusions, but don’t go too deep. Competitive analysis concerns many aspects of the business, so it’s best to give other departments a chance to chime in. Just because your competitors have a few unique features doesn’t necessarily mean you need to build them too.
Final thoughts
A competitive analysis is one of the most fruitful exercises in marketing. It can show you areas for improvement, give ideas for new features, and help you discover gaps in your strategy. It wouldn’t be an exaggeration to say that it’s fundamental to running a successful business.
Just don’t forget to balance “spying” on your competitors with innovation. After all, you probably don’t want to become an exact copy of someone else’s brand.
In other words, use competitive analysis to keep up with your competitors, but don’t let that erase what’s unique about your brand or make you forget your big vision.
Got comments or questions? Ping me on X.
SEO
Critical WordPress Form Plugin Vulnerability Affects Up To +200,000 Installs

Security researchers at Wordfence detailed a critical security flaw in the MW WP Form plugin, affecting versions 5.0.1 and earlier. The vulnerability allows unauthenticated threat actors to exploit the plugin by uploading arbitrary files, including potentially malicious PHP backdoors, with the ability to execute these files on the server.
MW WP Form Plugin
The MW WP Form plugin helps to simplify form creation on WordPress websites using a shortcode builder.
It makes it easy for users to create and customize forms with various fields and options.
The plugin has many features, including one that allows file uploads using the [mwform_file name=”file”] shortcode for the purpose of data collection. It is this specific feature that is exploitable in this vulnerability.
Unauthenticated Arbitrary File Upload Vulnerability
An Unauthenticated Arbitrary File Upload Vulnerability is a security issue that allows hackers to upload potentially harmful files to a website. Unauthenticated means that the attacker does not need to be registered with the website or need any kind of permission level that comes with a user permission level.
These kinds of vulnerabilities can lead to remote code execution, where the uploaded files are executed on the server, with the potential to allow the attackers to exploit the website and site visitors.
The Wordfence advisory noted that the plugin has a check for unexpected filetypes but that it doesn’t function as it should.
According to the security researchers:
“Unfortunately, although the file type check function works perfectly and returns false for dangerous file types, it throws a runtime exception in the try block if a disallowed file type is uploaded, which will be caught and handled by the catch block.
…even if the dangerous file type is checked and detected, it is only logged, while the function continues to run and the file is uploaded.
This means that attackers could upload arbitrary PHP files and then access those files to trigger their execution on the server, achieving remote code execution.”
There Are Conditions For A Successful Attack
The severity of this threat depends on the requirement that the “Saving inquiry data in database” option in the form settings is required to be enabled in order for this security gap to be exploited.
The security advisory notes that the vulnerability is rated critical with a score of 9.8 out of 10.
Actions To Take
Wordfence strongly advises users of the MW WP Form plugin to update their versions of the plugin.
The vulnerability is patched in the lutes version of the plugin, version 5.0.2.
The severity of the threat is particularly critical for users who have enabled the “Saving inquiry data in database” option in the form settings and that is compounded by the fact that no permission levels are needed to execute this attack.
Read the Wordfence advisory:
Featured Image by Shutterstock/Alexander_P
SEO
How SEOs Make the Web Better

SEOs catch flak for ruining the web, but they play a crucial role in the search ecosystem, and actually make the internet better for everyone.
Let’s get the criticism out of the way. There are bad actors in SEO, people who seek to extract money from the internet regardless of the cost to others. There are still scams and snake oil, posers and plagiarists. Many parts of the web have become extremely commercialized, with paid advertising and big brands displacing organic and user-generated content.
But while there are situations where SEOs have made things worse, to fixate on them is to ignore the colossal elephant in the room: in the ways that really matter, the web is the best it’s ever been:
- It’s the easiest it has ever been to find information on the internet. Searchers have a staggering array of tutorials, teardowns, and tips at their fingertips, containing information that is generally accurate and helpful—and this was not always the case.
- Bad actors have a smaller influence over search. Search is less of a Wild West than it used to be. Once-scam-ridden topics are subject to significant scrutiny, and the problems and loopholes in search that need fixing today—like big brands and generic content receiving undue prominence—are smaller and less painful than the problems of the past.
- More people use search to their benefit. Online content is the most accessible it has ever been, and it’s easier than ever to grow a local business or expand into international markets on the back of search.
SEOs have played a crucial role in these improvements, poking and prodding, building and—sometimes—breaking. They are Google power users: the people who push the system to extremes, but in doing so, catalyze the change needed to make search better for everyone.
Let’s explore how.
SEOs are much-needed intermediaries between Google and the rest of the world, helping non-technical people acquire and benefit from search engine traffic.
There is a huge amount of valuable information locked up in the heads of people who have no idea how to build a website or index a blog post. A carpet fitter with a bricks-and-mortar business might have decades of experience solving costly problems with uneven subfloors or poor moisture management, but no understanding of how to share that information online.
SEOs provide little nudges towards topics that people care about and writing that’s accessible to people and robots. They help solve technical problems that would hinder or completely block a site from appearing in search results. They identify opportunities for companies to be rewarded for creating great content.
It’s a win-win: businesses are rewarded with traffic, searchers have their intent satisfied, and the world is made a little richer for the newfound knowledge it contains.
SEOs do many things to actively make the web a better place, tending to their own plot of the Google garden to make sure it flourishes.
Take, for example, the myriad standards and guidelines designed to make the web a more accessible place for users. The implementation of these standards—turning theoretical guidelines into real, concrete parts of the web—often happens because of the SEO team.
Technical SEOs play a big part in adhering to the Web Content Accessibility Guidelines, a set of principles designed to ensure online content is “perceivable, operable, understandable, and robust” for every user. Every SEO’s fixation with Core Web Vitals fuels a faster, more efficient web. Content teams translate Google’s helpful content guidelines into useful words and images on a page.
(Case in point: check out Aleyda Solis’ Content Helpfulness Analyzer.)


There is a lot of overlap between “things that help users” and “things that improve search performance.” Even if the motive behind these changes is as simple as generating more traffic, a well-optimized website is, generally speaking, one that is also great for real human beings trying to engage with it.
The biggest criticism leveled at SEOs is that they break things. And they do! But that breakage acts as a type of pressure testing that strengthens the system as a whole.
Abuse of spintax and keyword stuffing forced Google to develop a better understanding of on-page content. Today, that loophole is closed, but more importantly, Google is much better at understanding the contents of a page and its relationship to a website as a whole.
Hacks like hiding keywords with white text on a white background (or moving them beyond the visible bounds of the screen) forced Google to expand its understanding of page styling and CSS, and how on-page information interacts with the environment that contains it.
Even today’s deluge of borderline-plagiarised AI content is not without benefit: it creates a very clear incentive for Google to get better at rewarding information gain and prioritizing publishers with solid EEAT credentials. These improvements will make tomorrow’s version of search much better.
This isn’t just Google fixing what SEOs broke: these changes usually leave lasting benefits that extend beyond any single spam tactic and make search better for all of its users.


This is not to argue that blackhat SEO is desirable. It would be better to make these improvements without incurring pain along the way. But Search is huge and complicated, and Google has little incentive to spend money proactively fixing problems and loopholes.
If we can’t solve every issue before it causes pain, we should be grateful for a correction mechanism that prevents it—and more extreme abuse—from happening in the future. SEOs break the system, and in doing so, make future breakages a lot less severe.
Some SEOs take advantage of the loopholes they discover—but many don’t. They choose to raise these issues in public spaces, encourage discussion, and seek out a fix, acting like a proxy quality assurance team.
At the small end of the spectrum, SEOs often flag bugs with Google systems, like a recent error in Search Console reporting flagged independently by three separate people, or Tom Anthony famously catching an oversight in Google’s Manual Actions database. While these types of problems don’t always impact the average user’s experience using Google, they help keep search systems working as intended.
At the other end of the scale, this feedback can extend as far as the overarching quality of the search experience, like AJ Kohn writing about Google’s propensity to reward big brands over small brands, or Lily Ray calling out an uptick in spam content in Google Discover.
SEOs are Google’s most passionate users. They interact with it at a scale far beyond the average user, and they can identify trends and changes at a macroscopic level. As a result, they are usually the first to discover problems—but also the people who hold Google to the highest standard. They are a crucial part of the feedback loop that fuels improvements.
Lastly, SEOs act as a check-and-balance, gathering firsthand evidence of how search systems operate, letting us differentiate between useful advice, snake oil, and Google’s PR bluster.
Google shares lots of useful guidance, but it’s important to recognize the limits of their advice. They are a profit-seeking company, and Search requires opacity to work—if everyone understood how it worked, everyone would game it, and it would stop working. Mixed in with the good advice is a healthy portion of omission and misdirection.
Google Search plays a vital role in controlling the flow of the web’s information—it is simply too important for us to leave its mechanics, biases, and imperfections unexplored. We need people who can interrogate the systems just enough to separate fact from fiction and understand how the pieces fit together.
We need people like Mic King, and his insanely detailed write-up of SGE and RAG; Britney Muller and her demystification of LLMs; the late Bill Slawki’s unfaltering patent analysis; or our own Patrick Stox’s efforts in piecing together how search works.


Final thoughts
The web has problems. We can and should expect more from Google Search. But the problems we need to solve today are far less severe and painful than the problems that needed solving in the past; and the people who have the highest expectations, and will be most vocal in shaping that positive future, are—you guessed it—SEOs.
To SEOs: the cause of (and solution to) all of the web’s problems.
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