Search engine optimisation gets mentioned a lot these days and is a buzz word for anyone planning a website. But what does it actually mean?
In this article I’ll explain some of the terms and acronyms that are frequently used in relation to search engine optimisation.
Search Engine = Google, Yahoo, Nine MSN, Bing.
Search Engine Results Page = SERP. This is the name for the list of web pages shown by a search engine in response to a search.
Search Engine Optimisation = SEO.
What is SEO all about?
- People use search engines to find websites that are relevant to what they are searching for.
- The purpose of optimising a websites for search engines is to get the website to appear in a search engine results page (SERP)
- When your website appears in a SERP a lot of people see your it and many of them will click on the link in the SERP and visit your website.
- This means you get lots of lovely lovely web traffic.
- Generally the higher up your website appears in a SERP, the more traffic you’ll get.
- Therefore, most business owners want their website to appear on page one of a SERP so that it is seen by the maximum number of potential visitors.
There are many things that can be done to optimise a website.
Generally they relate to how search engines work and what people search for.
- Search engine friendly (optimised) web content; a SEO Web Copy Writer can help you create new content and edit existing content so that your website is relevant to the terms people search for.
- Search engine friendly (optimised) website development; the other part of SEO involves your web developer setting up your website using the right tools and coding so that it can be indexed easily by search engines.
What is Search Engine Marketing all about?
Search Engine Marketing = SEM
SEM is paying to advertise your website on a search engine results page. In Google, this means appearing in the Sponsored Links as part of the AdWords program.
Sponsored Links are a good way to increase traffic to your website. This form of advertising is also called Pay-Per-Click (PPC), as you only pay when someone clicks on your ad.
Although you must have marketing budget to pay Google for the advertising costs, possibly to pay a Qualified Google Advertising Professional to manage your ads, this is a fast way to get your website on page of Google and increase your traffic.
Organic and Paid Search Results
Go to Google and search for something. You’ll see a list of results on the left hand side. These are called the Organic results. Search Engine Optimisation (SEO) helps your website appear in the Organic results. Although the Organic results are considered to be free, in reality many website owners pay a lot of money to SEO agencies over a period of time in order for their websites appear here.
In your Google search results you should also see Sponsored Links at the top of the page and down the right hand side (if you don’t, try searching again for a completely different term). Sponsored Links are Search Engine Marketing (SEM) ads. The list of Sponsored Links is called the Paid search results.
As a bonus, using Paid search to increase your traffic can also help to improve your ranking in the Organic search results.
What can you do to end up with a website that is optimised and has web traffic?
- Work with a web company that creates search engine optimised websites
- Discuss your content with a web copy writer. If you’d like tips to help you optimise your own web copy sign up for my Click Tips e-newsletter.
- Consider if you have budget for paid search SEM ads to get your web traffic off to a flying start.
Melinda aka Mel is a Premier Google Partner, AdWords & Analytics Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to Australian businesses and is committed to never using an acronym without explaining it first. She also likes grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.