What is search engine optimization ?
Where and when is it applied?
Let’s talk about web positioning
We could say that search engine optimization is a technical process by which we optimize the structure, content or information of a website in order to improve its visibility in different search engines.
People who perform search engine optimization tasks are called SEO consultants or SEO specialists.
What does SEO mean?
The term SEO is nothing more than the acronym Search Engine Optimization. It is the term that is used for those tasks related to the optimization of a content in all types of tools use a search engine.
Within web positioning we find a clear differentiation:
- SEO positioning
- SEM positioning
What is SEM?
SEM positioning is the term used for search engine marketing activity. Its meaning is the one that corresponds to the acronym of Search Engine Marketing and is oriented to the creation of advertising campaigns in search engines that will appear next to the organic results in a SERP (Search Result Page or search results page).
As you can see, the ads in a SEM campaign appear at the top when we do a search on Google or another search engine.
SEM campaigns are also called PPC (pay per click) campaigns.
In the case of Google, with the Google ADS platform, the cost of each click per keyword is auctioned, which can cause costs in SEM campaigns that in some cases, if not properly optimized, can be exorbitant.
Google ADS has different tools so that you can advertise your business in different media, thus achieving a greater reach. The most used are ads in search results, but there are also other types of ads such as banners in applications and websites (called “content network”), advertising on YouTube videos, etc.
In this graph you can see the main differences that exist between SEO positioning and SEM positioning:
Where can we apply SEO techniques?
Basically, we can do SEO in any application or platform that contains a search engine , for example:
- Twitter: If you include the keywords of your activity or service in the tweets you publish, your account will get more relevance and consequently more visibility when users search on this system.
- Email: an SEO will always know how to optimize their content to make it more visible in systems, such as an email client application.
If I do a search to locate the CV of an SEO professional, I intuitively look for messages with the term “CV” to show me the different CVs received. However, there is one that draws my attention powerfully. Indeed, the one who has put in the subject “CV SEO” will be the first to be analyzed. Do you do SEO in the subject of your messages to make them more visible?
- A portal, web or directory. You can optimize the file of your company or activity based on the criteria that the system where it is organized organizes the content.