SEO & SEM
“Search engine marketing” is neither a contradiction in terms nor a paradox, but it does have elements of both.
Consider the term “search engine.” Search engines are driven by algorithms (long, long set of rules used to gauge a web page’s relevance). They send out subroutines, often described as “spiders,” to “crawl the web” and index content. (I can’t help visualizing those floating orbs with the articulated metal tentacles from The Matrix.)
Add “marketing” and the contrast starts to become clear. Unlike the intricate logic of an algorithm, marketing desires an emotional connection with flesh and blood humans.
Yes, both human and spider are on the lookout for the same thing (relevance). It’s just that each has its own way of recognizing it.
The trick with optimization is to satisfy the algorithm’s requirements while delivering a satisfying experience to your human audience. You must develop content that attracts the spiders and yields good page rankings. But, that same content has to capture the imagination of real people who will see those rankings and click to your site.
There are a few things to think about when delving into SEO or SEM.
Compare SEO verses SEM. Although often part of the same overriding strategy, they are different. Search engine optimization focuses on boosting organic (unpaid) rankings in search results. Meanwhile, search engine marketing focuses on matching messages with the most receptive audiences. [more]
Choose and use keywords, combining the science of selecting them with the art of weaving them into content. [more]
Take advantage of search engine optimization tactics—without stooping to trickery. Of course it makes sense to deploy every available tactic to boost your search result ranking. Just make sure your emphasis is on highlighting the page’s relevance, not on fabrication, or even exaggeration. [more]
To learn ways to give your page its best, honest shot, contact BrandWrite. Meanwhile, you can find more detailed about SEO and SEM in the Search Engine Marketing Primer I wrote for a client. And, keep in mind other online capabilities that include content development, interactive copywriting and social marketing.
