Search Engine Optimization

SEO is an abbreviation for search engine optimization. SEO is defined as the activity of optimizing Web pages or whole Web sites in order to make them search engine-friendly, thus getting higher positions in the search results of search engines like Google, MSN, Yahoo, AOL, etc. Thus SEO increases both the quantity as well as the quality of internet traffic to a designated web site from different search engines. SEO is a free (unpaid) service. SEO can target different types of searches including keyword search, local search, image search, video search and industry-specific search engines.
The higher or earlier a particular Web site is ranked in the displayed results of a search engine, the greater chances are there of that site being visited by a search engine user. It is a general tendency of Internet users to click on sites that are displayed higher in the search results and avoid scanning through many pages of search results. So we can safely assume that the ranking of any particular website in the search engines plays a critical role in directing more net traffic toward that site.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. Since SEO is the active practice of optimizing a web site by improving internal as well as external aspects (to increase the net traffic that the site receives from search engines), therefore SEO can also be considered as a website optimization tool.

Search engine optimization (SEO) is an important Internet Marketing Strategy. There are different components of SEO practice, such as Identifying and using the terms and phrases (keywords) which will generate larger volumes of internet traffic, designing a web site to be search engine friendly (editing its general content and positioning Keywords at strategic locations in the content as well as complete revamp of HTML and allied coding), Building the website links and Marketing the unique value proposition of the website’s offerings.

Thus the entire SEO exercise chiefly focuses on critical issues such as the working of search engines and the search objectives of the people using search engines. SEO tactics can be easily integrated into web site design and development. Those websites that are optimized for the purpose of search engine exposure or rankings are also called ‘Search Engine Friendly’.

SEO is a free service. The critical advantage of a site appearing higher or earlier in the search results list is an increased probability of a large volume of search engine users visiting that particular site.

It not only increases its relevance to specific keywords in the search exercise but also eliminates barriers to the indexing activities of different search engines.
The abbreviation SEO also refers to Search Engine Optimizers. SEO usually designates a team of IT experts who execute the Search Engine Optimization projects. Search Engine Optimizers can be both outside experts working on contract system for a site or in-house employees employed specifically for this purpose. Search engine optimizers may offer optimization services as an independent service or as a bundle package with other internet marketing services like SEM, SMO, SMM, etc. SEOs and other Internet marketing agencies provide a large variety of utility services for website owners, such as-
• Complete and in-depth review of any site’s general content or structure.
• Technical support on website design & development: such as hosting, website ranking, redirects, error pages, bounce rate, JavaScript, etc.
• Intensive research on related Keywords to create an effective SEO strategy.
• Content re-design or re-development with Keyword rich SEO writing to increase search rankings.
• Improving the efficacy of online business development and digital branding campaigns.
• Popularizing the website or brands in the internet domain.
• Devising expert strategies for new entrants in specific markets and regions in the internet domain.
• Competitor & competition analysis, target market penetration and effective branding strategies on the internet.

Search Engine Marketing:

SEM is an abbreviation for Search Engine Marketing. SEM is defined as the broad process that combines the activities of search engine optimization (SEO), paid inclusion and pay-per-click advertising (PPC) to optimize Web sites, in order to make them more search engine-friendly, thus enabling them to get higher positions in the search results of different search engines. Just like SEO, SEM also aims to increase the volume as well as the quality of internet traffic to a particular website from different search engines. The major difference between SEO and SEM is that former is a free service that optimizes net traffic to a website through search engines, by unpaid search. While SEM increases the popularity of any website in the search engines by paid inclusion.

The term "Search Engine Marketing" was coined by Danny Sullivan in 2001. SEM covers the entire spectrum of activities involved in doing SEO, managing paid listings at the search engines, submitting web sites to directories, and designing online marketing strategies. SEM is the fastest growing marketing channel among other internet marketing channels and even surpasses traditional marketing channels in terms of annual growth rate.

SEM is an important component of the Internet Marketing Strategy. Although SEO and SEM are different internet marketing services, they are used interchangeably by many marketers and website owners. The organization of SEM professionals i.e. Search Engine Marketing Professional Organization defines SEO to be a part of SEM. SEO is also included in the industry definitions of SEM by many top market research and analysis firms as well as major internet marketing consultants. Many firms and marketing experts find it difficult to understand the complex working of SEM. Therefore they prefer third party internet marketing agencies to manage their web marketing campaigns.

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