SEO & SEM

SEARCH ENGINE OPTIMIZATION & SEARCH ENGINE MARKETING

Important Tools

Search engine optimization (SEO) is the natural, organic process of making changes to the design content and link structure to improve a website ranking. The goal is to rank high because the first, second and third results on page one get the majority of clicks. Usually, people do not click past the first page. If you want to drive traffic from search engine you need to rank high. Search engine marketing (SEM) is paid SEO rather than organic.

SEO matters because relevant information comes first, but it keeps changing and evolving. Thus, even though it is a lot of work, it is important to keep on top of SEO.

Keywords

Keywords are the actual search terms used by potential clients in Google. A content strategy based around the terms your potential customers are using.

Search Volume

Head

e.g. shoes

Body

e.g. men's shoes

Long tail

e.g. men's running shoes

30% of web searches competitive

70% of web searches

Long tail is unique and contains three keywords or more. The search volume is lower but the people who use the long tail get better results.

Keywords Tools

Google Ads (formally Adwords)

MOZ keyword

SEM rush keyword research - paid

Keyword Tool