In order to differentiate between search engine marketing and search engine optimization it is necessary to have a clear understanding of the two terms.

Search engine marketing can be defined as an effective method of driving highly targeted visitors to your web site. The term is used to describe the range of marketing techniques that are required to make a website visible on search engines and directories so that it will attract visits from its target audience. This includes the optimization of a site, the submission to directories, the use of ‘pay-per-click’ search tools and keyword related advertising. The main task here is to find the targeted audience by analyzing the keywords or phrases through which the website is generally accessed. In other words search engine marketing has to turn a ‘searcher’ into a ‘finder’ and a ‘finder’ to a ‘customer’. It is targeted to understand the search business, promote and establish the brand name in the competitive business world and to form excellent client communication and relationship.

Search engine optimization can be defined as a technique of fixing code, writing keywords and making your site an open door for search engines to come in and explore. According to Wikipedia, Search engine optimization is a set of methodologies aimed at improving the visibility of a website in search engine listings. The term also refers to an industry of consultants that carry out optimization projects on behalf of client sites. Search Engine Optimization is a marketing technique of preparing a website to enhance its chances of being ranked in the top results of a search engine once a relevant search is undertaken.

Once we have a clear understanding of the two terms it becomes easier to distinguish search engine marketing from search engine optimization. Actually search engine marketing is the genus while search engine optimization is the species as it is a subset of the former.

Search engine marketing is more focused on what methods should be carried out in tracking the results of a campaign and more traffic can be directed towards the site so that more benefits can be reaped from the traffic while search engine optimization lays its focus on changing the website to generate more traffic.

The major difference between the two terms is that search engine marketing takes lesser time to be implemented and its results can be easily calculated within a few days or a few weeks but search engine optimization is a trial and error method and generally takes a few months to calculate or measure the results achieved.

Another difference between the two is that Search engine marketing is an external process that deals with driving traffic to the website and on the contrary search engine optimization is an internal process of developing and refining the website by making changes so that it gets a higher rank as a result of search through search engines.

While search engine optimization ends with bringing traffic to the web site, search engine marketing then begins the work of turning the ‘searchers’ to ‘prospective customers’. Once traffic is generated towards the website, various methods like details of the product and services, subscription forms completion and submission, answers to queries and any other relevant information, help required to make a purchase etc. are all marketing functions that needs to be carried out. These functions if carried out properly make the efforts worthwhile as revenue is generated for the organization as a whole.

Hence we can conclude that search engine marketing and search engine optimization are interrelated. In other words they act together for the benefit of the organization.