Search Engine Marketing

 
 

What is SEO?

Search Engine Optimization, or SEO, is the process of improving the visibility of the pages on your website in order to increase the likelihood that they will show up for relevant searches. The greater the visibility your pages have in search results, the more likely you are to gain views and attract existing and potential customers to your business. 

How does SEO work?

Search engines such as Google use bots to go from site to site, collecting information on each site’s various pages and putting them in an index. Afterwords, algorithms analyze the pages in the index and, after taking into account numerous factors, determine the order in which pages are ranked and appear in search results.

Search ranking factors consider the various aspects of the end-user experience, such as content quality and optimization, “crawlability” (the ability to access all content easily by following links between pages), keyword research, and mobile friendliness. Search algorithms are designed to provide users with a relevant and efficient search experience. 

Is SEO important for digital marketing?

Yes! SEO is an integral part of digital marketing. People conduct billions of online searches daily to research brands, products, and services, providing the primary source of digital traffic for businesses. You can’y pay search engines to raise up your organic search rankings, but you can optimize the content on your site to achieve higher search results. Having greater visibility in search results that your competitors will have a demonstrable impact on your bottom line.

What Is SEM?

Originally, Search Engine Marketing, or SEM, was used as an umbrella term to describe both SEO and paid search activities. Now, the acronym refers specifically to the process whereby you increase website traffic by purchasing ads on search engines.

Related SEM Synonyms & Acronyms

  • Paid search ads

  • Paid search advertising

  • PPC (pay-per-click)*

  • PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone.

  • CPC (cost-per-click) *

  • CPM (cost-per-thousand impressions) *

  • Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis.

 

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