First, let’s define Search Engine Management –Turnkey term used to describe the overall management of Search Engine Optimization (SEO), Search Engine Marketing (SEM), SEO Content Management and Brand/Reputation Management.
Search Engine Marketing – SEM Defined
- SEM is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs), through optimization (both on-page and off-page) as well as through advertising (paid placements)
Search Engine Optimization – SEO Defined
- SEO is the process of improving the visibility of a website or a web page in search engines via the “natural,” or un-paid (“organic” or “algorithmic”), search results.
SEO and how does it compare to SEM?
SEM compares with SEO, but SEM primarily relies on paid tools such as Google AdWords or paid placement to improve search results, while SEO is the process of improving the visibility of a website or a web page in search engines with natural, or un-paid (“organic” or “algorithmic”) search results.
This is clearly illustrated in the following image:
SEM = Paid Ads vs. SEO = Real People Searching For You
In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEM, such as the use of paid AdWords, banner ads, video marketing and social media ads, can drive traffic to your website, increase brand recognition, and engage your visitors in a social manner. SEO may target different kinds of search, including image search, local search, video search, news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve improving page titles, descriptions, tags and editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO practice.
SEO practices should be incorporated into website development and design. The term “search engine friendly” may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. If you need to improve SEO on an existing website, we can help you here too.
Search Engines determine if your site is worthy, or has the ‘authority’ to deserve page 1 ranking for several reasons.
Does you website have Web Authority?
To establish the ‘Authority’ of a website, you have to establish trust with the major search engines. It sounds complicated, and it is. Complicated, but not a mystery. You CAN influence your web standing on Google and the other search engines. Search engines like Google, analyze every website with complex algorithm’s that determine where a site will rank. This analysis continues all the time, so it’s extremely important to ‘give’ Google what it needs to rank your website.
- Is your site relevant – or are you spam? While SEO isn’t just title tags and heading tags, these are a few BASIC things that any webmaster should know. The very FIRST thing you learn in Google SEO is to put your keywords in the URL, title, main headings, body, links etc.
- Does the content on your site sync with the keywords, descriptions, titles, and meta description listed on your CMS (Content Management System)? Does your site architecture make it easy for ‘Google’ to understand what your site is ‘about’?
- Is the written copy on your site ‘SEO’ friendly? Does the content on your site change? Do you add new content on a regular basis? Do people leave comments or blog on your site?
- Do people visit your site, and how long do they stay there? Do people link TO your site from other high-ranking sites? Do people link FROM your site to other high-ranking sites?
- How large is your site? All of these determine where you rank. Page 1, or Page 10? Most people will not look beyond page 2 on a web search.
The Brichouse Media team is ready to come alongside of your organization, as a consultant, or turnkey integration partner. We also offer training for your in-house leaders and employees. For more information on our training programs, please visit – We Train Our Clients.