Hi! I’m Luci Kenneweg, a senior at Twinsburg High School and a future marketing major at the University of Cincinnati. As part of my senior experience, I’ve had the amazing opportunity to shadow Amanda, One Click’s Chief Marketing Officer. I’ve always been drawn to creativity, strategy, and how brands connect with people—and marketing brings all of that together in such a cool way. Shadowing Amanda has given me real insight into the world of marketing, and I’ve learned so much about branding, design, and digital tools like SEO.
One of the biggest topics I’ve been exploring is Search Engine Optimization, or SEO. SEO is a key digital marketing strategy used to help websites appear higher in search engine results like Google. Think about how you use Google—chances are, you click one of the first few links that show up. That’s exactly why SEO matters. When a website is optimized well, it can reach more people and generate organic (free) traffic consistently.
One of the best parts about SEO is its long-term value. Unlike paid ads, a well-optimized website can keep drawing in visitors for months—or even years—without spending more money. SEO helps businesses connect with people who are actively searching for what they offer, making it a super targeted and effective approach. Plus, showing up at the top of search results builds trust and credibility with users. People naturally assume that the top links are the most reliable, so being there can boost a brand’s reputation.
Another major benefit? SEO works 24/7. While ads stop running the minute your budget runs out, a good SEO strategy continues to bring in traffic—even when you’re offline.
But SEO isn’t all easy wins. One challenge is patience—it can take weeks or months to see real results. It also requires constant updates, since search engines like Google regularly change how they rank content. On top of that, SEO is highly competitive. Bigger companies often have more resources to invest, which can make it tough for smaller businesses to rank well. And even with solid SEO, success isn’t guaranteed. If your content isn’t helpful or engaging, people won’t stick around.
Another related strategy is SEM, or Search Engine Marketing. Unlike SEO, SEM is paid—think of the ads you see at the top of Google. SEM is great if you want fast results. You can set up a campaign today and start getting visitors immediately. It also gives you control over who sees your ads. You can target by age, location, interests, and more—so your message gets in front of the right people.
The downside? Cost. With SEM, you pay every time someone clicks your ad—even if they don’t buy anything. And once you stop paying, your traffic stops too. That’s why many marketers love SEO for its staying power. While SEM is great for quick wins, SEO builds lasting traffic and a strong online presence over time.
Personally, I think both SEO and SEM are important tools in a marketer’s toolbox. But there’s something really rewarding about understanding how to attract people naturally without relying only on paid ads. SEO teaches you how to create content that people—and search engines—find valuable. It’s a skill I’m excited to keep learning as I head into college and beyond!
Key Takeaways:
- SEO (Search Engine Optimization) helps websites rank higher on Google for free.
- It builds long-term traffic, trust, and visibility.
- SEO works around the clock, even when you’re not promoting.
- It takes time, consistency, and updated strategies to stay effective.
- SEM (Search Engine Marketing) uses paid ads for faster traffic.
- SEM offers great targeting but stops working once your budget runs out.
- A mix of SEO and SEM creates a balanced marketing strategy.
