Increase Website Visibility with Search Engine Optimization
Now that you have a website and social media pages, its time to take a look at who’s coming to visit and how to increase the numbers.
What is search engine optimization (SEO)?
SEO is essentially a component of the larger category, SEM. According to Google’s Knowledge Graph, search engine optimization is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”
The SEO industry is continually changing due to the frequent changes made to Google’s algorithm. But, there is one aspect of SEO that stays constant: SEO is made up of On-Page and Off-Page activities.
On-Page SEO includes:
- Incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc.
- Blog posts and page copy that is written and optimized with quality
- Clean and formatting page URLS
- Optimized page load speed
- Google authorship incorporated
- Social sharing integration within your content
- Using Focus Words
- Optimizing Meta Descriptions
Off-Page SEO includes:
- Creating a high quality, natural backlink profile (aka having other high quality/authoritative sites link to your site naturally)
- Social sharing signals
- Social bookmarking (Facebook, Linked In)
- List goes on here too!
- Tracking with Google Analytic
- Using Insights Dashboard to gage activity
- Logging successful activity
- Reusing the process to drive more traffic from outside sources.
Search engine optimization and search engine marketing can be a confusing concept to grasp. Is there even a difference between them? Both terms are often used interchangeably, which makes matters even worse. It is important to understand the difference between the two terms and that they are different. In this post, I will help clear up this issue with some frequently asked questions that I have heard from others.
Getting your website up is half the battle, the rest is getting recognize to generate and convert leads.
What is search engine marketing (SEM)?
Search engine marketing is a form of online marketing that promote websites
by increasing their visibility in search engine results pages (SERPS) through optimization and advertising. SEM includes SEO tactics, as well as several other search marketing tactics. You can use your analytics dash board and insights results available through you ad generator to check performance.
What components does SEM include?
Other than search engine optimization, SEM includes the use of paid search.
Such as pay per click (PPC) listings and advertisements offered through most social media platforms an search engines. Most of the time, SEM strictly includes PPC campaigns and activities, but if you use SEO and paid search, that falls under SEM efforts. Also boosting posts to increase the reach.
What is the main difference of SEO and SEM?
The main difference between these two terms is that search engine optimization is simply a component of search engine marketing. As mentioned above, SEM includes components of paid search, such as PPC and also SMM (social media marketing).
- It is important to note that you should never use the terms SEO and SEM interchangeably, because although they work hand in hand, they are not the same term.
Web StartUp Check List
Which marketing tactic is better?
Many marketers debate whether one is better than the other. As an Inbound Marketer, I would argue that organic SEO is the best approach, but as you can see, true SEM cannot succeed without the use of organic SEO.
Additionally, there are many situations where PPC (a component of SEM) makes more sense than SEO. For example, if you are first launching a site and you want immediate visibility, it is a good idea to create a PPC campaign because it takes less time than SEO, but it would be unwise to strictly work with PPC and not even touch search engine optimization.
Although organic SEO takes longer to show results, in the end it will be less costly and you will establish a search credibility that you might not establish with PPC.
When it comes to choosing the best tactic, it is important to evaluate your specific needs, but be sure to fully understand the differences and how you will maintain your efforts.