SEO Marketing is a form of internet advertising utilizing search engine results to promote brands and websites. Search engine marketing is also the art of using search engines as a vehicle for getting more visitors to your website. If you get higher rankings in search results, more searchers are likely to click on your listing, going to a steady stream of interested readers and happy customers. It is a paid media where advertisers bid on specific keyword search that when typed in, their ads are shown. This includes researching, submitting, and positioning a website within search engines to achieve maximum visibility and to increase traffic referrals from search engines.
But how does a search engine work? A search engine copies webpages, stores information about the content on web pages, and uses that information to respond to a search. When a person enters topical words into an engine, the search engine presents a list of pages with sites ranked according to relevance. Search engines are based on computer programs that explore the internet in search of web pages. They do this by using “spiders,” “crawlers,” or “robots”. Like any human surfer, the robots are able to follow the links present on webpages. When finding a new webpage, they copy all or parts of the text present on the page into their search engine database. Other spiders revisit these pages on a regular interval in order to register changes or dead links. The interval varies greatly from search engine to search engine and from site to site.
Search engine marketing may use search engine optimization (SEO) or pay-per-click (PPC) listings. Search engine marketing involves keyword research, competitive analysis, paid listings, and other search engine services that work to increase search traffic to a website. Currently, the phrase “search engine marketing” is used to describe paid search activities. The phrase “search marketing” is often used to cover both search engine marketing and search engine optimization.
Search engine marketing can be classified into free (organic) and paid (inorganic) searches. Free search engine marketing uses on-page and off-page strategies to help search engines better recognize the relative importance of a website’s pages. Paid searches involve a search engine company charging fees to include a website on their results pages, also known as sponsored listings.
There are lots of helpful information as well as a bunch of misinformation hanging around regarding search engine optimization (SEO) and search engine marketing (SEM). Let’s start with the names. SEO stands for search engine optimization. In its simplest form SEO is the process of tailoring a website, for example, text, titles, meta tags, alt tags and more, so that the search engines will assign a good rank to the site for specific search terms.
But with the birth of search engines introducing fees for guaranteed inclusion in their directories charging for reviews and the arrival of PPC listings, SEO now has an element of media buying mixed in. Therefore, it has now been called search engine marketing or SEM but you can still call it SEO if you want.