Search Engine Optimization (SEO) is the practice of using techniques to increase the number of visitors to your website or content on the web by improving its position in search engines. With good SEO practices, your content or site will appear higher in Search Engine Results Pages (SERPs) on Google or other search engines. To understand SEO, it’s essential to review the different types of SEO and the various terms used in the industry.
- Keywords - Keywords are the most critical part of SEO and refer to what users, clients, and customers search to find a specific type of content. For example, when looking for an SEO class, you may type “SEO classes in New York” instead of just SEO. The goal of SEO practitioners is to determine which keywords are related to their business and use these keywords on their website and blog to help customers find their content.
- Organic Search - Organic search refers to search results that don’t include paid content. While it’s more difficult to rank higher in organic search, if you do, the results are advantageous. Companies and individuals rank higher by using keywords effectively in page titles, headings, and throughout their text.
- Paid Search - Paid search techniques involve paying Google Ads, Bing Ads, or other search engines for premium placement at the top spot of search results related to a specific keyword. Such strategies are useful, but only if you understand how to price your ads. Using paid search requires a thorough understanding of:
- SEM - Search Engine Marketing (SEM) refers to the techniques you use to appear higher in search engines. Many people use this term to apply exclusively to paid search and not organic search.
- Pay Per Click (PPC) - a type of SEO campaign in which you spend a specific dollar amount for each person that clicks on your ad
- Cost Per Click (CPC) - the amount your company will pay for each person that clicks your ad in search results
- On-Page SEO- the techniques you use on your web content to improve the position in search engines including adding keywords, keyword placement throughout the document, and web design
- Off-Page SEO - social media, link building, and other methods that are used to drive traffic to your website