What is SEO? How does search engine optimization apply to your business? Search Engine Optimization is where guys like me use writing tools to improve your website, boosting its position in the search engine rankings. We know the right keywords for your business to refine your site so that when people type into their Google search engine the words 'emergency plumber in London', your name is at the right end of the search engine rankings.
It's never an exact science, of course, as the search engines are constantly shifting goalposts in terms of ranking criteria but, with a bit of work, you can move quickly up the search engine rankings and, in turn, increase your market share. So that's SEO. Search engines are moving away from keywords to more of a concentration on overall website content and customer relationship building which, ultimately, helps with your link building.
Search Engine Marketing is the new buzz phrase. Engaging customers on a personal level - blogs, social media, it was all there before, but now people are beginning to understand the merits of using networking sites like Twitter (which we'll look at a little later) to promote your business to the world.
Who are the companies surviving this recession? It's the brand names who have built up a loyal fan base, who are talked about with fondness on the web, the brands who ask their customers what they need during tough times and then deliver it. Driving through a recession is not about price cutting (although this is important in terms of cash flow), it's about identifying what customers really want and giving it to them. The companies that are surviving are adapting…and fast. Most weren't, sadly, prepared for how severe the recession would be and many paid the price (Viyella, Woolworths, etc). Business survival is about listening. Then delivering to the right place at the right time.
So what is Search Engine Marketing and how does it differ from SEO? Well, think of SEO as a slice of your favourite pie. It's delicious, right? You can't wait for another piece. Suppose there are six of you and each one loves pie but one loves custard on his, another is vegetarian, another likes cherries on top, etc. SEM gives you all a piece of pie and it's exactly as you like it.
Ah, organic, natural online growth, don't you just love it? SEM is the pie, being baked again and again to adjust to the particular preferences of Mr Cherry On Top and Miss Custard. SEM focuses on on-site and off-site adjustments in order to maximise rankings in SERPS (Search Engine Results Pages). SEM uses all types of strategies (SEO, Pay Per Click, web visibility strategies, etc) to market your products online via search engines like Google and MSN.
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