What is Search engine optimization (SEO)?

Search engine optimization (SEO) can be described as strategies and tactics used to ensure that
a site is accessible to a search engine and improves the chances that the site will be found by
the search engine.
The goal of successful SEO is to obtain a high-ranking placement in the search results page of a
search engine (e.g. Google, Bing, Yahoo and other search engines).  Internet users often do not
click through pages and pages of search results, so where a site ranks in a search is essential for
directing more traffic toward the site.
The higher a website naturally ranks in organic results of a search, the greater the chance that
that site will be visited by a user.

What is Search Engine Marketing?

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on
search engines.
Below are some of the most common terms also used to refer to SEM activities :

  • Paid search ads
  • Paid search advertising
  • PPC (pay-per- click) *
    o PPC (pay-per- call) – some ads, particularly those served to mobile search users,
    may be charged by the number of clicks that resulted in a direct call from a
  • CPC (cost-per- click) *
  • CPM (cost-per- thousand impressions) *
    o Most search ads are sold on a CPC / PPC basis, but some advertising options may
    also be sold on a CPM basis.


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