SEO and SEM: Search Engine Optimization and Marketing

Businesses and individuals employ the use of websites for the express purpose of disseminating information, advertising, or other marketing campaigns. Search Engine Optimization (SEO) facilitate the exposure of the individual or business’s website once it is constructed.

Search Engine Optimization (SEO) involves improving the volume of traffic to any given website. SEO is a marketing tool that increases ranking of a website within a search engine by evaluating the search engine’s algorithms. One must anticipate which key words will garner the most hits to a given website and thus increase the website’s rankings within a given search engine. Typically, this involves knowing how the algorithm will respond and rank given certain key words.

Google Analytics can be employed to evaluate the amount of traffic on your website and the marketing strategies that can be used to drive additional traffic to the website.

Search Engine Marketing (SEM) is a marketing method used to increase visibility of a website. Some of the strategies include:

SEO, a concept explained earlier in the article.

Pay Per Click (PPC) advertising pays the host each time a visitor “clicks” on their advertisement on the website. This gives the advertiser more exposure and more chance of selling the product or service advertised. The advertiser bids for search terms and the search engine ranks the ads accordingly.

Paid Inclusion is a type of marketing where search engine companies charge fees to the host for including their website in search engine lists. Most search engines participate; however, Google does not.

Social Media Optimization (SMO) does not rely on search engines and is primarily based upon a concept similar to viral marketing or word of mouth, where information is disseminated through blogs, RSS feeds, images, and videos.

Video Search Marketing markets through the use of video clips, such as YouTube, or others and are typically found through searching video search engines or as a part of a web site.

Search Engine Marketing (SEM) is a marketing method used to increase visibility of a website. Some of the strategies include:

SEO, a concept explained earlier in the article.

Pay Per Click (PPC) advertising pays the host each time a visitor “clicks” on their advertisement on the website. This gives the advertiser more exposure and more chance of selling the product or service advertised. The advertiser bids for search terms and the search engine ranks the ads accordingly.

Paid Inclusion is a type of marketing where search engine companies charge fees to the host for including their website in search engine lists. Most search engines participate; however, Google does not.

Social Media Optimization (SMO) does not rely on search engines and is primarily based upon a concept similar to viral marketing or word of mouth, where information is disseminated through blogs, RSS feeds, images, and videos.

Video Search Marketing markets through the use of video clips, such as YouTube, or others and are typically found through searching video search engines or as a part of a web site.

　

Based upon these concepts, the individual may also use one or more of the following strategies to gain exposure for a given business:

Website Design and Development - Design a website that will boost company’s image

Website Optimization - Includes code changing, title, meta tags, URLs, embedded keyword and more.

Affiliate Marketing - Pay commission for each transaction whether lead or sale and use other’s marketing abilities to drive traffic to your site.

Link Building and Exchanges - Links are important for search engine rankings and referral traffic.

Press Releases - Contact media to gain exposure in Google and Yahoo news and a possible appointment with a media journalist.

Banner Advertising - Increase exposure through banners.

Email Campaigns - Send out emails to subscribers informing them of your business, products, services, and discounts.