Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the web site search results list, the more visitors it will receive from the search engine’s users.
SEO positioning may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. This gives a web site web presence. SEO positioning tactics may be incorporated into web site development and design.
Search engine marketing (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 and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.
Four main methods and metrics used to optimize websites through search engine marketing.
- Keyword research and analysis, ensuring the site can be indexed in the search engines, finding the most relevant and popular keywords for the site and its products and using those keywords on the site in a way that will generate and convert traffic.
- Website saturation and popularity, or how much presence a website has on search engines, can be analyzed through the number of pages of the site that are indexed on search engines (saturation) and how many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and ensure that they rank high enough in search engine rankings.
- Whois tools reveal the owners of various websites, and can provide valuable information relating to copyright and trademark issues.