The Basics of Search Engine Optimization (seo)
and Search Engine Marketing (sem) and What Each Does
The basics of Search Engine Optimization (SEO),
and Search Engine Optimization (SEM) and what each does.
Search Engine Optimization (SEO)
is the process of using different strategies to improve the level of a
web site's ranking position in a search engine when a user searches for
information using keywords or phrases. Some strategies used in SEO
of a web site are keyword or phrase research, the creation of proper
Meta Tags, good page content, link building, and even usability. The
purpose of SEO is to optimize the web
site in order to give it a high ranking position in the search engines.
Proper SEO techniques
are what gives the web site a ranking position in the different search
engines according to the keywords or phrases the web site has been
Search Engine Marketing (SEM)
is the process of using tools such as a Pay Per Click
(PPC) Campaign to bid on target keywords or phrases in
the attempt to drive web traffic to the web site. In other words,
rather than optimize a web site for search engines, the web site is
being marketed through the search engines with the use of paid keywords
or phrases in an effort to maximize more exposure of the web site to
users on the Internet. The purpose of SEM
is to market the website through the different search engines, and
drive traffic to the web site.
Like SEO, keywords
or phrases need to be researched while using SEM
techniques. Using keywords or phrases that are not popular and
effective will not give the desired results from either SEO
and SEM techniques.
Keywords or phrases are words that users put into
search engines in order to find the web site and information they are
looking for. It is recommended to create three word keyword phrases,
research which of these phrases are most popular and effective for the
web site, and optimize the web site to these keyword phrases. It is
also important to monitor the keyword phrases to see which keyword
phrases are effective and ineffective to the optimization and marketing
of a web site. The list of keyword phrases will change due to
ineffectiveness, popularity, and other outside factors.
Pay Per Click (PPC) Marketing
is an advertising method that allows you to buy search engine placement
by bidding on keywords or phrases. These advertisements are usually
displayed on the right hand side of the Search Engine
Results Page (SERP). Another form of PPC
is that you pay for an actual SERP
ranking, and you may also pay a pay-per click fee
which means the more you pay, the higher in the search engine results
page you will be displayed. These types of advertisements are usually
displayed right on top of the search engine results page before the
number 1 ranking web site.
It is important to remember that all search
engines make a distinction between SEM techniques
such as PPC and SEO
techniques. SEM techniques
such as PPC do not help your search
engine ranking positions. Only SEO techniques
such as properly Meta Tagging your web site, proper keyword placement,
and the quality of content on your web site will help with your search
engine ranking positions. SEM techniques
such as PPC is a search engine marketing
Both SEO and
SEM techniques have the goals to make a web site more
visible to the users on the Internet and drive traffic to a web site.
Neither SEO or SEM
guarantee that you will generate sales through the use of one or the
combination of both. This would fall under such things as Web
Site Usability. For example, you have 100 visitors come
to your web site, and you don't make a single sale from one. This is
not an SEO or SEM
issue, rather there is something on the web site causing no sales. Web
site usability and functionality
of the web site needs to be looked into on why people are visiting the
web site but not buying the services or products. This would be the
same as 100 people walking into your business and walking right back
out the front doors. What is causing them to leave?
Search Engine Optimization
is for optimizing a web site with the goal of gaining a high ranking
position within different search engines, while Search
Engine Marketing is for marketing a web site through
search engines with such tools as a Pay Per Click Campaign.
Both Search Engine Optimization and
Search Engine Marketing
require continual work in order to provide the best results for a web
site. It is important to remember that these results will sometimes
take time; up to 3 months is not uncommon.
In conclusion, using proper Search
Engine Optimization techniques will help a web site's
ranking position in search engines, and generate visitors to a web site
over time. While Search Engine Marketing techniques
will not help a web site's ranking position in search engines, it will
generate more traffic to the web site faster than Search
Engine Optimization techniques.
Combining both Search
Engine Optimization and Search
Engine Marketing techniques will help with the
web site's ranking positions in search engines and draw more traffic to
the web site with the goal of converting the visitors in sales.
Article Source: http://www.articlesbase.com/seo-articles/
About the Author
Search Engine Specialist in Kalispell, Montana.