While Search Engine Optimization and Advertising are specific
tasks to engage, Search Engine Marketing is the key component
that actually determines hXow you will optimize and advertise
on the web. It is the research, analysis, strategy planning
that will determine the execution methods.
There is a distinct difference between SEM and SEO.
* SEO is the process of making changes to the HTML code
of your web pages to be content rich in your specific niche
and key phrase. This would include such tasks like modifications
to your keywords, description, title tags, comment tags,
alt descriptions, and title descriptions of anchors and the
actual text of your web page.
* SEM on the other had is the process of integrating a variety
of methods to insure the SEO work is successful. These
methods will include research for your business, competitor
analysis, link exchanges, articles, news, newsletters,
audience analysis, and ultimately the method employed to
generate traffic to your website.
It is the same distinction between the words "marketing" and "advertising".
* Marketing is the process or technique of promotion, selling
and distributing a product or service.
* Advertising is to make your product or service publicly
known; an announcement to call public attention by emphasizing
qualities to arouse a desire to purchase.
There are two words that are feared in the SEM world: Patience
and Change!
You will need ongoing commitment to making search-engine
ranking a long-term investment in your website. You will
need to give it time and energy - it isn't a quick fix.
Considerations with search engine patience:
* Search engines often change their ranking formula.
* Each search engine has its own algorithm (formula) to determine
site ranking.
* META tag keywords are not a magic bullet to improve your
ranking.
* Search engines can take many months to index new information,
so patience...patience.
Search engine spiders can be extremely slow to index new
information, so be patient! It may take months to see your
changes affect your search engine ranking. Remember, a website
is a dynamic marketing tool that you are building over time.
Treat it well, give it a little love and attention, and your
long-term rewards will be well worth your efforts!
If you thought nowadays search engine marketing can still
be done by acquiring (and using) an auto-submission software,
drop this thought immediately. This brings us to the other
feared word, "change"! It is inevitable for technological
changes to take effect with search engine algorithms. Websites
drop rankings from 8 to zero over night. Because things keep
changing, search engine marketers need to devote a good deal
of time staying on top of the SEO industry and its trends.
Watch your page ranking, your website statistics, your Alexa
traffic ranking. All of these tools will allow you to find
out if there are any significant changes occurring on the
web.
Melih Oztalay is the CEO of SmartFinds Internet Marketing
providing businesses with turn key marketing solutions on
the web. Please visit SmartFinds at http://www.hsfideas.com
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