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SEO Blog

Making your web site relevant

Relevancy relies on many things including:

• The TITLE of your web page and how closely it matches the keyword or phrase being searched for
• The DOMAIN NAME of your web site and how closely it matches the keyword or phrase being searched for
• The TYPE of domain (.edu, .com, .org, .net, .gov, etc.) your web page belongs to
• The META Description of your web page how closely it matches the keyword or phrase being searched for
• The QUALITY and AMOUNT of the content on your web page and how relevant it is to the keyword or phrase being searched for
• The STRUCTURE of the HTML code used to create your web page
• The NUMBER of links into your web page (links can come from web sites, widgets, social networks, social bookmarks, blogs, RSS feeds, discussion groups – almost anything but advertising)
• The QUALITY or RELEVANCY of the other web pages (and blogs) with links to your web page

SEO, SEM, PPC...what's the difference?

I get asked this question a lot. I think it's pretty simple, but you tell me.

Search Engine Marketing, or SEM is the business of using result Search Engine Result Pages (also called SERPS) as a vehicle for marketing your company’s product, or service. The major search engines all provide two ways for your company to appear on their SERPs:

• Sponsored Listings – The 2 results at the top of the page and the six results down the right side of the page
• Organic Listings – the 10 results below the 2 Sponsored Listings at the top

The SEM industry is divided into two groups or disciplines: Those companies or individuals that specialize in getting your advertising message to appear in the Sponsored Listings (SEM companies) and those companies or individuals that specialize in getting your web page to appear high up in the Organic Listings (SEO companies).

Sponsored Listings are paid listings, so getting a company’s web site or web page to appear in the Sponsored Listings section is a matter of bidding the highest price for specific keywords or keyword phrases. (Getting people to actually click on the listing is a different matter.) Since search engines only charge the advertiser if someone clicks on the link and actually goes to the web page or web site, this type of advertising is referred to as PPC (or pay-per-click) advertising.

Organic Listings – also referred to as Natural Search Listings – are not paid for. Web pages that appear high up in the Natural Search Listings do so because the search engine feels your site is highly RELEVANT to the keyword or keyword phase being searched.

Ideally, if you're trying to drive traffic to your web site, you want to do both a PPC campaign and optimize your web site for natural search. But that's something for another day.