SEO Marketing Definition
SEM is an acronym for which involves tasks that help search engines such as Google, Yahoo!, and Bing, find and rank a website
Two Major Search Engine Marketing Strategies
There are two primary forms of search engine marketing:
- SEO (search engine optimization) uses techniques to increase search engine ranking in natural search (unpaid search results). Many people know which search results are paid versus natural and often give precedence to natural search options. Website owners can increase their website ranking by using meta tags in their website code, offering relevant content, and connecting to and from quality resources.
- Paid search marketing - PPC (pay per click) or PPA (pay per action) involve having search engines display your website offer in search results and you pay when your ad is clicked. For example, Google's Adwords program will display your ad at the top or right side of the search results page (placement depends on many factors including keywords and quality of ad). Google will also feed your ads to websites running its Adsense program. There are other types of PPC marketing, such as Facebook Ads. Paid search differs in that your goal is to have your website or offer displayed higher in search results.
Search Engine Marketing to Market Your Business
Although you don't want to rely on search engines alone to bring you clients and customers, they shouldn't be ignored either. About 30% of traffic to my business comes from organic search on Google. That's enough to motivate me to pay attention to keeping listed on search engines.
The good news is that many marketing activities contribute to Google's analysis when it ranks web pages. For example, your social media activity, appearances on other sites through interviews or guest blogging, and being listed as a resource on another site all increase your standing in Google's eyes.