Keywords
Despite the difference between search engine optimization and search engine marketing, keywords do play a big role in each.
There’s a science to selecting keywords and there’s the art of deft wordsmithing to weave them unobtrusively into web content. Added to this balancing act are considerations of strategy and budget, as well as an intuition about how your audience might search for you.
In SEM, keywords help match messages with receptive audiences. They determine which ads get dropped into which websites using a process which includes dynamic pricing, automated auctions and preset bids and spending limits.
In SEO, the strategic selection of keywords is also an important part of optimizing pages so they are ranked as high as possible in search results. Just as important as keyword selection is how they’re used. A talented online copywriter can weave keywords artfully and unobtrusively into content.
The strategic use of keywords is just one piece of SEO and SEM. Other things to think about include optimization versus marketing and search engine optimization tactics.
