Search Engine Marketing
What is SEO / SEM?
Search engine optimization (SEO) can be described as strategies and tactics used to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. Reference: webopedia.com.
The goal of successful SEO is to obtain a high-ranking placement in the search results page of a search engine like Google, Bing or Yahoo Internet users often don't like to "click" through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.
The higher a website naturally ranks in organic results of a search, the greater the chance that site will be visited by a user. SEO is typically a set of "white hat" best practices that webmasters and Web content producers follow to help them achieve a better ranking in search engine results.
Some of these best practices include:
- Creating and publishing excellent content.
- Using keywords and keyword analysis.
- Link building to improve link popularity.
- Using social media links on sites such as Facebook and Twitter.
- Improving your site's navigation to provide an excellent user experience.
What is Search Engine Marketing?
Many people start with a good Web site and invest in SEO, but don’t necessarily follow through with another very important component; and that is 'search engine marketing' (SEM).
SEM is sometimes referred to as "off-site SEO".
SEM is a broader term than SEO, and is used to encompass different options available to use a search engine’s technology, including paid content or 'ethical' promotional techniques..
SEM offers you the opportunity to pay based on clicks (you pay only for each click through from the advertisement to your Web site) or through other tehniques like "guest articles" that are sometimes referred to as "blog posts"..
Ads in a successful SEM campaign will be shown to those internet users who are specifically looking for your products or services, resulting in a higher conversion rate.
The Difference Between SEM and SEO
SEM is a broader term than SEO. Whereas SEO aims to provide better organic search results,
SEM uses the search engines to advertise your website or business to Internet customers and send a more targeted traffic to your Web site.
For example, when people use a search engine to query "adult toys", the organic search engine results is where SEO technologies can assist your website in being more visible. The paid advertising, or sponsored links are the ones prominently displayed above or beside the organic search results is a product of SEM.
SEO and SEM are not competing services. SEO is considered a subset of SEM services. If you want to conduct business on the Internet you need to be visible in both organic and advertised links, which means you need both SEO and SEM.