SEO and SEM |

Search Engine Optimisation (SEO)

Before you can create a strategic search optimisation strategy, you need to understand the terminology for this type of marketing.

Search marketing relates to any tactic that helps a brand get attention by appearing on search engine results pages (SERPs). It includes efforts to get higher rankings and increase search visibility so you can drive more traffic to a website or specific webpages.

Search Engine Optimisation (SEO), which uses ORGANIC strategies to appear in search
Search Engine Marketing (SEM), which uses PAID strategies to appear in search

SEO adds value over time. SEM does not. SEM is only active as long as you pay for your results to show. As soon as you turn off your ads, your SEM strategy is over. SEO is the opposite. SEO strategy grows and compounds over time and leaves lasting results.

SEO has a higher click-through rate (CTR) than SEM … if you can get to the top. The first few organic search results typically have the highest CTRs. So if you can get to the top, you can likely outperform SEM ads. But if you appear on the second page of results or lower, you can probably get more clicks through SEM.

Industry: Real Estate

Search keyword “bto”, which is an acronym for “Build-To-Order”

Build to order (BTO) flats are Housing Development Board (HDB) Public Government flats where construction will begin only if 65-70% of the apartments in the flat have been booked. The construction will be aborted if this requirement is not met.

Generally, there is a waiting time of three to four years from the date the construction begins. As the start time is dependent on when HDB receives enough applicants, the actual wait time may increase.

What is SEM?

SEM, or search engine marketing, is often considered the part of search marketing that uses PAID tactics to gain visibility in SERPs. A paid SEM strategy includes both the activities involved with setting up and optimizing ads as well as setting a budget that pays for the placement of ads.

The impact of SEM is immediate. SEO takes time. Through paid SEM ads, you can start to put your results in front of audiences with just a few clicks. As soon as you launch a campaign, your ads start showing in SERPs. At any time, you can turn ads on to increase visibility or turn them off to stop showing. Conversely, SEO is something that you acquire over time and typically over a long time. It can take months of implementing an SEO strategy before a brand begins to rank on search engines.

Specific search (Name of Property)