SEO/SEM as easy as 1-2-3
November 5, 2010 1 Comment
#1) Relevant content and in the language of the users but not accessible to search engines
#2) Relevant content and accessible to search engines but not in the users language
#3) Accessible to search engines and in the users language but not relevant content
This of course lets us understand that if you can get relevant content in the language of the user, and access to the search engines (labeled SEO success in the diagram) you will have success with your SEO.
What was I worried about?
Great but even the author Zach Olsen admits this is a one-dimensional view on SEO and what about SEM how do these relate to each other or do they at all? Let’s have a look.
When talking about SEO and SEM we have to define our subject if we are going to proceed in a credible discussion about search engines and the value they bring to business today
As stated by Danny Sullivan at Search Engine Land we have grown confused about the understanding of both terms being used in business today. Suliven talks about the many contributing factors to our growing confusion, Yahoo, Wikipedia and today’s business language being inundated with acronyms. Fair enough Danny, but let’s talk about the meaning of SEO and SEM and more to the point how they relate.
Simply put Sulivan says SEM = SEO+CPC. Easy! OK OK let’s look a bit closer at what this means.
Search Engine Marketing was originally, and still should be, defined as the sum of Search Engine Optimization and Cost Per Click payment. It should be clear that SEO and CPC are the components of SEM. SEO (editorial/natural listings) represents the organic listings that appear without anyone paying for them, where as CPC (Paid search/PPC) are a paid for component much like newspaper ads.
A. Kaushik takes us further into understanding the value that SEM can provide for businesses and their on-line presence. Previously online success was evaluated on a direct conversion to revenue bases. But we have to ask is that the only value that SEM has to a company?
Kaushik has started using the term “economic Value” to help provide a quantified assessment of the value to a company the organic and paid listings provide once a user has found their page. The activity of a user on a company’s page can provide more value than a mere conversion rate can provide. The simple interface between user and company provides the company with a type of user influenced value. Kaushik call this “Micro-Conversions”.
So we have seen the basic steps for SEO success. We have gathered a better understanding of how SEO and SEM relate and finally taken a brief look at the value they can provide. Better understanding of SEM can only provide value to our future endeavors.
As this market intensifies businesses will be given growing resources to get their presence listed higher and higher on the search engine results pages (SERP). To be left behind will be to vanish from the public eye, will be to become extinct. The big company names right now in the US are functioning on a 2% conversion rate. The future will bring the race even tighter. Be prepared to use every trick in the book!