Dr. Vera Petrovna Butkouskaya

vera.butkouskaya@gmail.com

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SEM Search Engine Marketing (SEO, Google Adwords)

What is SEM? — SEM is a Search Engine Marketing. The aim of this marketing strategy: improve the company’s visibility on the SERP (Search Engine Result Page).

SEM includes 2 main parts: SEO (Search Engine Optimization) and PPC (Pay-per-click advertisement). 

Part 1. SEO (Search Engine Optimization)

Company’s website

Optimization of the company’s own media, for example:

  • working with the website’s HTML code to improve the structure for the search “robot” (An algorithm that decides about the relevance of the website to the search keyword input by the user). This includes writing down titles, descriptions, headers, and other HTML-related website codes.
  • improving the website content to improve the content relevance. Only websites with unique and relevant content can reach the top of SERP.
  • optimisation of website architecture. Using some external tools, such as Google Webmaster, it is possible to test the website’s speed for desktop and mobile devices. It is important to check the speed and optimise it. Nowadays, no one wants to wait, nor do visitors or search engine robots.
  • improving the usability of the website to improve usability. An algorithm also takes into consideration the visitor behaviour on the website. The time visitors stay, the number of pages they visit, the interactions with the website content, etc.
  • improving the number of external links to website. The more external references the higher reputation of the website. As a consequence, the higher the position in SERP.
  • other off-the-page SEO parameters such as country, location, authority, etc.

Search Engine Optimization

Example of the HTML optimization of the web page. 

Search Engine Optimization

Company’s earned media

Optimization of the content to improve visibility. For example, the content published on other pages.

Part 2. PPC (Pay-per-click) advertisement

Paying for the ads in search engines. For example, in the case of Google search, the company may use the Google Ads system to plan and set up google search ads. It is important to focus on:

  • relevant keywords
  • relevant target pages
  • keyword optimization based on the Google Analytics statistics

Example,

PPC