Search Basics

Here is some terminology used in discussing or performing search marketing.

SEO – Search Engine Optimization

This is the most standard and first step in a search marketing campaign. SEO aims at increasing position and thus traffic on the search engines in the natural search results. This envolves modifying on-site content and code for optimum search indexing and increasing incoming links  for targeted keywords.

SEM – Search Engine Marketing

SEM involves all aspects surrounding the research, SEO, submission and utilizing search engine related services and functions to position a site on search results pages both in organic or natural results as well as paid.

Natural, or Organic, Search Results

These are the results that confine majority of the on-page real estate of a search engine results page. Natural search results are the main focus of a searcher when running a search on a keyword. The first page of the natural search results is the most lucrative and competitive position sought after and takes the longest to reach. This level of positioning can take anywhere from several months to a year or more to reach, depending on many factors, but can result in countless of qualified leads, sales, etc.

Paid Search Results, also referred to as Pay-Per-Click (PPC) ads

These results are placed around the natural results, usually in top and sidebar postions, are  sometimes highlighted and always explicitly shown to be sponsor or paid links. Advertisers pay per each click on their link. This is why this type of placement is also refered to as PPC, pay-per-click, ads. Positioning is based on bids from advertisers and preference is given to quality of the PPC link ad copy that performs well with searchers.