subject: Seo 101 - part 1 [print this page] Seo 101 - part 1 Seo 101 - part 1
It's easy for anyone who has spent even a short amount of time in the industry to forget how impenetrable much of this language can seem to the newcomer. What are in essence often simple or straightforward SEO concepts or practices can confuse or quickly become shrouded in mystery to the SEO novice. Let's take a step back, strip away all the presumed knowledge and return to basics. If you are already familiar with the terms we'll be covering and some of comes across as a little simplistic then great, consider this a refresher. If they're new to you or tell you something you didn't already know then even better.
SEO Search Engine Optimisation (or if you're in the U.S. Optimization). SEO is the practice by which web pages are optimised to appear as high up the organic (also referred to as natural) search rankings as possible. The higher up you are, the more visible you are and the more visits you receive. Strong SEO also addresses issues such as site navigation and conversion.
SEM Search Engine Marketing is closely associated with SEO in the fact that the objectives are exactly the same to win traffic and convert visitors into customers. A particularly important and powerful component of SEM as well as organic search rankings is PPC (Pay-Per-Click).
PPC Pay-Per-Click, is exactly what it says it is. Every time someone clicks on one of your ad links placed at the top and the right hand side of the Google search returns page you pay a small fee. PPC can be a very quick, measurable and flexible of reaching your customers. A PPC campaign needs to be managed properly to make sure that you are bidding the right amounts of keywords and maximising your marketing potential without breaking the bank. PPC demands and deserves skilled and experienced handling. Work with a PPC expert for the best results. They will explain the process and detail some of the important PPC concepts such as CPA (cost per acquisition), bids, quality score and ICC (Incremental Click Cost).
Keywords Still the very foundation of SEO, these are the single word terms or multi-word expressions that you use to reach your target audience. Essentially it is your keywords that determine your relevance against searches. Google's search algorithm uses your keywords as the cornerstone of your web presence. Knowing the exact terms and expressions that your audience is using is vital. Your semantic space largely defines your search engine positioning and ultimately your online success.
There are plenty more definitions and explanations to come so keep checking in. In the meantime if you are unclear about any SEO related expressions and need a little light shone onto the subject, talk to a professional SEO expert.
