| Determining proper search terms (keywords and key | | | | and all traffic, and may be optimized to rank highly for |
| phrases) to focus on is critical to achieve the best | | | | common search phrases. A broad search optimization |
| possible search engine and directory rankings. | | | | strategy can work for a site that has broad interest, |
| SEO vs. SEM | | | | such as a periodical, a directory, or site that displays |
| Search Engine Optimization (SEO) includes any web | | | | advertising with a CPM [cost per thousand |
| design techniques used to achieve the best possible | | | | impressions] revenue model. |
| "natural" or "organic" search engine results. These are | | | | In contrast, many businesses try to optimize their sites |
| the regular (main) listings on each page of results. | | | | for large numbers of highly specific keywords that |
| Some SEO methods are incorporated during site | | | | indicate readiness to buy. Overly broad search |
| development and some can be added at any time or | | | | optimization can hinder marketing strategy by |
| on an ongoing basis (such as link building). Most | | | | generating a large volume of low-quality inquiries that |
| methods don't cost a lot of money, but some require a | | | | cost money to handle, yet result in little business. |
| considerable investment of time. The time commitment | | | | Focusing on desirable traffic generates better quality |
| will prove to be worthwhile as it is amortized over the | | | | sales leads, resulting in more sales. Search engine |
| life of the site at no financial cost. | | | | optimizationcan be very effective when used as part |
| Search Engine Marketing (SEM) basically includes any | | | | of a smart niche marketing strategy." |
| techniques to produce traffic that cost money. Pay | | | | In other words, "drill down" to your particular specialty |
| Per Click (PPC) advertising is the best example. These | | | | within your broader category, similar to the structure of |
| "paid listings" or "sponsored results" appear alongside | | | | directories. Concentrate on these more specific terms: |
| or on top of organic results for the same terms. PPC | | | | Apparel > Footwear > Athletic Shoes > |
| terms are often sold through auctions. More general or | | | | Running Shoes > Nike |
| popular terms (such as "dogs") are more expensive to | | | | Travel > Vacation Packages > Adventure Trips |
| bid for than targeted or less popular ones (such as | | | | > Safaris > Kenya Safaris |
| "poodles" or "German Shepard's"). | | | | Health > Nutrition > Dietitians > Vegan Dietitians |
| Another SEM technique is inclusion in paid directories, | | | | > Chicago Vegan Dietitians |
| either general (such as Yahoo Directory for $299), | | | | A page for each search term? |
| regional (state or city-specific) or industry-specific | | | | Create distinct pages for each search term so that |
| organizations. | | | | any individual page might rank highly enough to appear |
| SEM is online advertising and requires an ongoing | | | | within the first 3 pages of directory or S.E. results, |
| budget. You can start, stop, or make changes to | | | | even if it is not the home page. If you have several |
| campaigns at any time and improve your results | | | | products or services, give each it's own page where |
| through analysis of traffic and sales. SEO does not | | | | you can highlight the distinct terminology and |
| produce such instantaneous results. It can take as long | | | | characteristics. When the differences are slight, |
| as 4-8 weeks to see "natural" effects. To "cover all | | | | consider writing a page or article on one of them |
| bases" a combination of SEO and SEM is often | | | | where you simply replace one possible keyword for |
| employed. | | | | another. For example, you may use the word "car" on |
| Broad (generic) terms vs. Targeted (specific) terms | | | | one page and "auto" on another page. |
| From Wikipedia.org: "Not all sites have identical goals | | | | Concentrate on your company's strengths and |
| for search optimization. Some sites are seeking any | | | | dominate your niche! |