- Case Studies
SEM: Search Engine Marketing is part of online marketing that includes both paid and organic search queries on various search platforms like Google, Bing, Yahoo, etc.
ads on search engine. SEA measures / campaigns involves paying for a website to be listed in the display area of a search engine platform when particular search queries or phrases are searched on the search platform. Paid and organic (not paid) listings both appear on the search result page but at different positions. Paid text ads are indicative and are also marked as such.
Each year more than 2.8 trillion search queries are made on google. This translates to 88,700 searches per second that Google answers. Hence every second that a website is not indexed on Google, the website/brand/business losses out on hundreds if not thousands of potential customers who may be looking for the products/services offered by the website/brand/business.
A website’s webmaster team must therefore constantly tweak and improve user experienceand meet search engine platforms recommendations for site speed and various parameters to be able to rank on the prized first page of a SERP – search engine result page.Simply put investment in a long-term SEO strategy becomes a corner stone of a formidable digital strategy for any brand/business vying for online digital sales/business.
Google, Bing and Yahoo are a few popular search engine platforms. A search engine platform constantly indexes for the information that is available in the online unaversive into various categories and creates a reference architecture that stitches an online page based on it’s content and intent of the user who searches using a keyword or a certain phrase.Every search engine platform has a multitude of codes / technical programs known as ‘Bot’ or ‘Crawler’. These Bots and Crawlers follow various online links and visit the websites. The index the website content and also follow the links on the websites to other sites. If a website is not indexed by these Bots and Crawlers or Programs, it will not appear in a search results page.Search engine platforms classify the websites by the following two components:
-The website’s content -The website’s structure and internal links The searcher’s geographical location -Web Mobile optimization-Web page loading times -Server accessibility-Social signals (links for social networks, reviews etc.)
unique perspectives, information in the context of what they are searching for, will rank higher based on dwell time, page depth reads, etc. Avoiding duplication of web pages and content is very essential for a website to remain relevant for not to be penalized by search engine bots. Stuffing of popular key words into the websites will not help in the long run. It’s better to provide genuine information and add value where possible. Organizing the content types into proper structure makes it easier for the users to absorb content better.
On Page SEO: includes all activities undertaken to organize, improve the quality of content, structuring on your own website. All these measures make it easier for search engines to find your website, index it, understand and classify your website content. Few critical activities to consider for On Page SEO approach:
Off Page SEO: Includes activities that are external to your website and ensure an inflow of high quality referral traffic for other websites that have a good domain authority. Below are a few link building / back-linking strategies to get referral external traffic linking to your website:
Could well be the holy grail of search engine marketing (SEM) and SEO. Few tips:
Monitoring and analysing SEO on a regular basis with a few of the below suggestive metrics may help. Although ranking needs time to build up.