Search Engine Marketing

There are two types of search engine marketing

  • SEM
  • SEO

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a form of internet advertising utilizing search engine results to promote brands and websites.

It is a paid media where advertisers bid of specific search keywords that when typed in, their ads are shown.


Search Engine Optimisation (SEO)

Search engine optimization (SEO) is the process of improving your website and content so that it is visible to search engines.

Website SEO aims to make the information & services that your organization provides deemed most relevant (by the search engine) to match the keywords that their users are searching for.


SEM Terminology

What do these mean?

  • PPC
  • CPC
  • Creative/ Adtext
  • SERP
  • CTR%
  • Impressions
  • Google Content Network
  • Rank/ Position
  • Quality score


SEM Terminology

  • PPC – Pay Per Click
  • CPC – Cost per Click
  • Creative – Heading and description of search ad
  • SERP – Search Engine Results Page
  • CTR% – Click through Rate (as a percentage)
  • Impressions – The number of times your ad is shown
  • Google Content Network – Display banner ads outside of Google
  • Rank/ Position – The position your ad is shown when a keyword is searched (1 through 8 for page 1)
  • Quality score – A ranking Google gives your ad based on its CTR, relevance to the keyword & the landing page’s relevance & other factors.


Why SEM?

  • Quick Wins
  • Good targeting
  • Conversion reporting – with Google Analytics
  • Low wastage
  • Competitive
  • Strong acquisition driver
  • Branding.


What is SEO?

SEO is optimizing your website to make it easier for search engines to find you.

  • Good SEO = High rankings in Google search listings
  • SEO is about many small tactics, implemented in increments over time to help your website rank better in search engine results. These tactics include:
  • Website content (engagement objects [images, maps, video,infographics, ebooks] + words)
  • Internal and external linking strategies (expertness)
  • Information architecture and siloing (URLs and site navigation)
  • Metadata + keywords (HTML)
  • Sitemap (HTML and XML) and much more.


Optimising for Google

There are [reportedly] over 200 variables in Google’s algorithm which determine rankings, some of them are:

  • Content
  • language and uniqueness
  • frequency of updating
  • Duplicate content
  • Keywords used and anchor text + alt text
  • Domain age
  • Where you servers are located
  • URL structure
  • Internal crosslinking
  • Outbound and Inbound Linking
  • Authority of domains being linked to
  • XML and HTML sitemaps
  • Robots.txt
  • Page load time.

SEO fundamental

  1. ON page
  2. OFF page


Linking, Internal, External, Inbound

Linking is important because Google’s “spiders” crawl the internet, moving from one link to another. So these links should have relevant keywords in them

  • Internal Linking
  • creating hyperlinks to move users around your own site
  • External Linking
  • hyperlinks that direct users to websites outside of your domain
  • Inbound links
  • Google gives points to sites who have lots of links pointing to them
  • Ideally, you want inbound links from authority or “expert” websites


SEO Tools

  • There are many paid subscription SEO tools as well as some free web-based solutions that can help you stay on top of your SEO
  • Google Insights
  • Google Webmaster Tools
  • Bruce Clay’s
  • HubSpot

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