For any online business, a strong SEO and SEM presence is essential for achieving greater visibility online. While both are key to gaining online visibility, there are some significant differences between them. SEO (Search Engine Optimization) focuses on optimizing a website's ranking in search engines , while SEM (Search Engine Marketing) is a strategy aimed at achieving that ranking through paid advertising.
For this reason, given their importance, some specialized agencies analyze SEO and SEM trends annually. This is the case, for example, with eStudio34, which has just published its SEO and SEM trend guides for 2020.
SEO trends for 2020
The SEO trends guide for 2020 thus establishes some of the key strengths of this discipline for the coming year. Firstly, the guide highlights the importance of using structured data to leverage clickless searches, directly related to user searches conducted via voice.
Furthermore, the guide also establishes the need to create local content to benefit from the specific workings of the local search engine algorithm. For this reason, the guide recommends maximizing the potential of local search engine links. Similarly, the manual also emphasizes the importance of extracting data to understand the needs and preferences of potential customers through semantic research.
Similarly, the guide also recommends using a tool for handling large amounts of data. Specifically, the publication recommends Jupyter: a tool that automates a large number of processes related to data management.
Likewise, other trends present in the guide are related to improving communication with customers during the purchasing process and the use of qualitative data for decision-making.
SEM trends for 2020
The 2020 SEM trends guide discusses, among other things, Machine Learning , which enables the creation and implementation of fully automated advertising campaigns. Similarly, the SEM trends guide also includes some of the main new features of Google Ads for 2020. According to the guide itself, these improvements primarily consist of greater automation and new creative formats.
Similarly, the guide also incorporates several innovations in the field of SEM related to the level of automation and the application of artificial intelligence . It also points to the emergence of new campaign formats such as gallery ads, Discovery campaigns, and lead form extensions. These are all innovative formats that will increase the potential reach and effectiveness of advertising campaigns developed by various businesses online.