SEARCH ENGINE MARKETING 101 - BASIC CONCEPTS FOR MARKETING YOUR WEBSITE

S.E.M. can be divided into 2 principal and complementary activities:

1- Search Engine Optimization
It essentially consists of optimizing your website (content, architecture, code, links,…) in order to ensure that it is well ranked will all of the major search engines.

Related terms :indexing, organic search results, free search results, classic search results, traditional search results, etc.

The abbreviation “SEO” is also frequently used.

2- Search Engine Advertising
Placement at the top of the list of search results page, generally based on an auction pricing method. The advertising only pays when an interested user clicks on the advertisement (after having read the ad and made a conscious decision to visit the website).

Related Terms: Sponsored links, keyword purchases, paid search results, etc.
The abbreviations PPC, for pay-per-click or CPC for cost-per-click are also frequently used.

Search Engine Optimization and Search Engine Advertising: the winning combination

1- Occupy complementary position on Search Results Page

	Organic Results
	CPC Results

2- Complementary strategy

The double effect of Search Engine Marketing :

– Search Engine Optimization (SEO) provides a continuous stream of visitors to your website, with a gradual increase in site traffic

– Similar to other advertising campaigns, pay-per-click (PPC) campaigns are useful for driving immediate traffic to your website. They can be used to help deliver your online leads and sales objectives.


To simplify, we can compare a Search Engine Optimization campaign to a Public Relations effort: As with a PR campaign, widespread coverage is not guaranteed!

By contrast, PPC offers the guarantee of widespread coverage: it’s an advertising campaign that allows you to plug all of the holes that exist in your PR coverage.

In the real world, most companies combine public relations and advertising.

This practice is the same in the online world of search engines.