Search engine marketing

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websitesby increasing their visibility in search engine results pages(SERPs) primarily through paid advertising.
At Search Engine Land, we generally use SEM and/or “Paid Search” to refer to paid listings, with the longer term of search marketing used to encompass both SEO and SEM. Below are some of the most common terms also used to refer to SEM activities:
Paid search ads
Paid search advertising
PPC (pay-per-click) *
PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone.
CPC (cost-per-click) *
CPM (cost-per-thousand impressions) *
Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis.
Search engine marketing,seo


SEM For Beginners

Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo.
Beyond that, there are a number of “2nd tier PPC platforms” as well as PPC advertising options on the major social networks.
In addition to covering general paid search trends, you can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:
Google: AdWords
Bing Ads
Yahoo: Search Ads
SEO is one of the most over-complicated marketing strategies, due in part to misinformation in the industry by some of the biggest sources (mentioning no names as I don’t want to get sued)
Search engine marketing,seo,social media

Any ranking process should be as follows:
Audit - Full website audit so you know what is going on with the site! If the site is brand new then there is no need for this.
Strategy - Create a strategy based on the audit and the business’s overall goals, this will also give you a ranking timescale.
Keyword research - Researching the most profitable keywords for your business, not just the obvious ones either, dig deep into longtail keywords.
On-page optimisation - All the key on-page signals that Google looks, implemening your keywords throughout without over-optimising.
Backlinks 1 - Generate the baseline backlinks, these are your social account links, press release links, citations and any branded or URL link that helps Google establish relevance for your site.
Backlinks 2 - The powerful links that will take you from page 2 to the top of page 1, authority guest posts, outreach, influencer marketing, competition analysis, broken link building etc. 

Seo

What is SEO?
​Search engine optimization simply helps website or web-pages to be found by search engines for words related to what the website or web page is offering. It is to be done smarty to get best possible hits to the website through search engines.
It involves developing and optimizing a website so that it ranks higher in the search engine.
Understanding of search algorithm and optimizing your content as per that.​
How Search Engine works?
Crawling: Search engine software crawl all the web pages linked to a website.
Indexing: After fetching all the pages through crawling, these pages are indexed in the database for future retrieval.
Now what happens is interesting, let's take an example of Google.
When you make a search on Google "what is SEO" Google compare your search string in its database. The database keeps many results that may match to your search string. But based on search engine rank, the best match appears first followed by the rest on the search result page.
Search engine updates their algorithm regularly. You will have to keep a watch on it to bring your website or web page up in the search result.
How to improve Search Engine Rank?
Do on-page and off-page SEO.
The image describes the key elements of SEO, for better understanding, I will broadly divide SEO into two parts:
Both can be done for free or you can pay and get it done.

PART 1: Off-Page SEO

>link building
>Using right keywords
>Managing crawls

PART2: On-Page SEO

It involves working on your website by putting relevant content, decreasing page load time, give appropriate HTML tags.

>Content marketing


The first part is much simpler and process oriented the other part is a gradual process.
Search engine marketing,SEO

Why do we do SEO?

Let's understand the same in a layman's language via THE SEO STORY, experts in this thread and the Google already explains otherwise.

THE SEO STORY  Originally written here: 

Nidhi Singh's answer to Why should a company do content marketing?

Assume that you have been invited to a wedding, at a palace, but you don't know the exact address of the palace, However, you know the landmark. how will you reach there?
Right! You will reach the landmark and ask the people around.
Now when you asked someone, you came to know that it is one of the most exquisite places in the town.
After listening about the place, you are excited to reach and experience the place, also it created a superior brand image for the host.


How does it relate to content marketing? 
Host is your brand, you- the wedding attendee is the customer, marriage palace is the product, Landmark is your Google - search engine, and "most exquisite place" is the search result due to your content marketing.
Outcome of content marketing or SEO:
Superior brand image.
Product awareness. SEO is less expensive, it puts your company's name at the center of the discussion, it entices people to interact with your brand.
I too struggled with ranking sites as well as learning about SEO in the beginning. But then I discovered a website where I learned much more about Search engine optimization and it's strategies. You'll find more information in this article. It's not a self-promotion, the tips given by them were really useful so I wanted to recommend them here. Anyway allow me to provide a clear cut answer to your question.
SEO stands for Search Engine Optimization, and it describes the logic behind the ranking of websites when you perform a search on a particular search engine.
Although it may seem tedious and painful at the start, SEO can actually be rather fun and easy to implement.
In this beginners post I am going to walk you through an overview of Search Engine Optimization, define what SEO is and which key areas you should focus on to rank higher.
Note: If you’re looking to hire an SEO expert then look no further. I got a perfect 5/5 score on Upwork out of 14,478 freelancers.
For you visual learners, here’s a cool simple video that describes SEO in detail.


What is SEO in a nutshell and what does it do?
With over 1.3B websites in existence today, how can you ensure that people find you when they search on Google, Yahoo, Baidu or Bing?
In short, SEO can be defined as a marketing technique that helps increase the quantity and quality of the traffic to your site.
SEO (or search engine optimization) describes a series of steps that you can take to rank higher on Google and thus get free organic traffic from various search queries.
Notice that I said steps, meaning that as long as you follow each of the steps (and are patient) you will notice great results.
The best way to understand SEO nowadays is to break down its meaning. In that manner, SEO is:
A marketing discipline – understanding SEO is crucial to all your marketing efforts because this way you will be able to drive traffic to your website and generate leads and conversions. You not only need to write content that Google likes but also content that will resonate with your audience.
A technical task – knowing the best practices to optimize your content and site is important if you are planning to compete for traffic. People that know the ins and outs of search engine optimization are highly sought after because the ROI they bring is high.
An exciting field – I don’t know about you but to me, creating dope content and generating leads for free is quite amazing. Also, I love the ever evolving nature of SEO and the fact that it requires marketers like me to constantly read up on new algorithm changes and more.
Search engine marketing,SEO
How does SEO work?
When a user searches for a term on a search engine like Google, the results that he or she is presented with is a series of websites that are relevant to the query and websites that have a solid domain authority (among other factors described below).
For example when you search for ‘chocolate cake ideas’, the top results are the ones that are adopting the best SEO practices in Google eyes.
This is mainly because the search engines use advanced crawlers that gather the information on every website, gathering every bit of content it can find on the Internet. That creates an index for every website that is compared to the algorithm that Google has built for the best SEO practice.
What factors affect SEO?
Whether you are trying to learn more about SEO or want actual ranking techniques on how to improve your website’s SEO, there is a set of on-site and off-site factors that Google and other search engines favor when ranking every site. Even though there are more than 200 factors that affect your site rank, the good news is that anyone can improve their website by simply working on a handful of them

Here most important factors that affect a website’s SEO:
1. Domain Authority
Domain Authority (DA) is a metric that shows how much trust your domain has built over time by a matter of backlinks and age.
THE MORE SITES THAT TALK ABOUT YOURS, THE HIGHER YOUR AUTHORITY.
Similarly, the older your domain, the higher its domain authority.
Another important factor that I’ve found is the relevance of the domain name in respect to the main keywords you are targeting.
Lastly, a few of my SEO expert friends have reported that shorter domains will generally outperform longer domains.
2. Keywords
SEO begins with picking the right keywords (which you can very well find using Google’s Keyword Planner or Ahrefs). My strategy there is to start by picking medium to low competition keywords and then slowly build up my post to target more competitive terms. If you are looking to rank then you should definitely include LSI keywords (keywords that are synonyms to your target terms). For instance, a site that talks about “portable chargers” can also include terms such as “power banks”, “portable batteries for phones” and so forth. Make sure to include the keywords that you want to rank for in the title and in the sub-headings.
3. Relevancy and Context
Search engines are smarter than ever before. They do know the difference between a relevant page and a copied one. They can also distinguish whether just site is about oranges or protein bars. I recommend sticking to a niche when building out a site and catering content specific to that particular niche. For me, my niche is online marketing and SEO.
4. Number of Inbound and Outbound links
The more relevant links your website is pointing to, the greater your SEO score. Same goes for inbound links which are actually more favored, especially if they are coming from prestigious, relevant and popular sources. You can get backlinks by getting yourself featured on big news sites for example.
5. Site Speed
Google really cares about how quickly your site loads. To speed up your site you can use caching plugins such as W3 Total Cache or use a CDN to deliver your content in a faster way.
6. Clean and responsive design
Nowadays, the best optimized websites are the ones that are clean, functional and responsive to devices of all types and sizes. In fact, Google even favors websites that have mobile-friendly design than ones that don’t have. If you are using WordPress, you can install the AMP plugin to have your site load blazingly fast. If your site is not using WordPress, you should learn how to make use of the accelerated mobile pages project by Google.
7. URL structure
The easier your url, the better it is for humans and search engines to understand what your post is all about.
Several studies have confirmed that the shorter the url, the better. Nevertheless, you still want to make sure you are including your top keyword in the slug for an added SEO juice.
8. Length of your content
Whenever you are writing a blog post that you want to rank, you want to make sure you are going into as much detail as possible. Search Engines have been rewarding long-form content and in 2018, you won’t rank unless you write at least 1500-2000 words per post.
Why should you do SEO?
Great question.
SEO has the potential to drive tons of quality leads to your website for free.
For instance, when you search for “custom portable chargers“, aren’t you more likely to become a client of whoever shows up on Google?
This is the power of search engine optimization.
It brings you warm leads that you can later deliver ads to or even sell products to.
Are these tips just for Google SEO?
Google dominates the search engine space with almost 80% of all global searches. Yahoo and Bing have about 9% each. Even though the techniques we’ve been discussing here are particularly about Google SEO, they apply to all search engines alike.
Are there any other alternatives to SEO?
Given that SEO’s main purpose is to drive traffic to your site, you can also get more visits by means of ads (like Google Adwords or Facebook ads), you can also drive traffic through affiliate links and get quoted on articles in highly trafficked sites.
A final word
In the end, the best way to learn SEO is by doing it. The more organic, natural and unique content you write on your responsive website, the better results you should expect. However, just like every other practice, SEO requires time (at least a couple of months to kick-off) so be a bit patient and don’t get discouraged. It took me at least a year to start seeing some consistent traffic on my site.
The bottom line is that SEO is not a one-time job. It is a recurring strategy that every website should focus on. It can take time, but if you’re willing to learn then it will definitely pay off in the long-run. Getting organic traffic is just the first step in building a successful business, don’t forget that you can also get traffic by getting featured on major sites, driving a lot of traffic from social media, and building a loyal fan base that will continuously buy from you and refer their friends.
If you would like me to take the cumbersome task of SEO off your hands, I’m more than happy to do so. I enjoy doing this and have worked on multiple successful projects for clients in unrelated industries, because the principles apply to any type of content. Send me a message and we can chat about how to grow your business.

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