Search Engine Internet Marketing
While SEO is the process of increasing web traffic organically, Search Engine Marketing refers to the specific implementation of paid advertising. By combining both natural and paid search activities, SEM increases placement in search engine results. In addition to regular practices of optimizing a website, search marketing tactics include managing banner and adword campaigns and pay-per-click advertising.
SEO and SEM: What is the difference?
Search Engine Optimization (SEO), and Search Engine Marketing (SEM) are two methods of generating traffic to a website. Each is growing rapidly in popularity, and each is becoming more complex by the day.
So what is the difference between SEO and SEM? SEO applies tactics to modify the code and content of a website in order to maximize its exposure within regular (free) results on search engines. SEM applies tactics focused on paying third-party organizations to advertise a website within paid advertising sections on search engines.
When a website is optimized for search engines, a significant amount of research must be done to determine the keywords and keyword combinations that will yield maximum exposure on the search engines. Many tools and methodologies exist for uncovering this data. Once the keywords and keyword combinations are defined, the site is then optimized. Optimization includes many different facets, however most importantly, the keywords/keyword combos must be properly inserted into the website code, and relevant content must be provided within the content of the pages of the website. Additional SEO tasks include maximizing page name conventions, ensuring the structure of the website programming code itself is search engine "friendly," and ensuring inbound links (links to the website from other websites) are maximized.
SEO can provide significant returns on an investment, and is most often structured as a one-time optimization fee with monthly maintenance and reporting ongoing in order to improve upon or maintain good results.
Search Engine Marketing is a different concept. SEM employs pay-per-click concepts in order to drive users to a website. In summary, a bid is placed on a particular keyword or keyword combination, or a "bank" of money is put towards a campaign. Based on the bid or campaign budget, the search engine will display the website within the sponsor, or paid listings whenever a user enters the appropriate keywords or keyword combinations. SEM allows an organization to target its market based upon keyword searches.
SEM can be very lucrative if done right. However, smart organizations ensure they execute SEO prior to SEM, as organic traffic can be more powerful, and typically less expensive, than SEM.
For more information on SEO and SEM, Robert Faletti may be reached at 412.353.1048, or at rfaletti@bluearcher.com.
So what is the difference between SEO and SEM? SEO applies tactics to modify the code and content of a website in order to maximize its exposure within regular (free) results on search engines. SEM applies tactics focused on paying third-party organizations to advertise a website within paid advertising sections on search engines.
When a website is optimized for search engines, a significant amount of research must be done to determine the keywords and keyword combinations that will yield maximum exposure on the search engines. Many tools and methodologies exist for uncovering this data. Once the keywords and keyword combinations are defined, the site is then optimized. Optimization includes many different facets, however most importantly, the keywords/keyword combos must be properly inserted into the website code, and relevant content must be provided within the content of the pages of the website. Additional SEO tasks include maximizing page name conventions, ensuring the structure of the website programming code itself is search engine "friendly," and ensuring inbound links (links to the website from other websites) are maximized.
SEO can provide significant returns on an investment, and is most often structured as a one-time optimization fee with monthly maintenance and reporting ongoing in order to improve upon or maintain good results.
Search Engine Marketing is a different concept. SEM employs pay-per-click concepts in order to drive users to a website. In summary, a bid is placed on a particular keyword or keyword combination, or a "bank" of money is put towards a campaign. Based on the bid or campaign budget, the search engine will display the website within the sponsor, or paid listings whenever a user enters the appropriate keywords or keyword combinations. SEM allows an organization to target its market based upon keyword searches.
SEM can be very lucrative if done right. However, smart organizations ensure they execute SEO prior to SEM, as organic traffic can be more powerful, and typically less expensive, than SEM.
For more information on SEO and SEM, Robert Faletti may be reached at 412.353.1048, or at rfaletti@bluearcher.com.
