SEO/SEM Explained (in Non Geek language)

Back in the good ol' days, just having a website that worked was enough for any business. "Yes, we do have a website," business owners would say proudly. "You can visit us at www.mycompany.com."

Today, having a website is just the beginning of successfully competing in this new, confusing online world. Companies looking to gain new customers via the web are bombarded with sales pitches promising strange new things like optimization and keyword traffic.

Navigating the web world is not as confusing as it looks if you know a couple of basic terms and what they mean.

SEO or Search Engine Optimization is the process of making your website easier for search engines (Yahoo, Google) to find. A well optimized website will appear in a higher position when a web user searches for your category of product or service. The process of SEO involves improvements to your website such as implementing keywords, tagging graphics, titling pages and putting good text content on your site. Search engines like these things and will have an easier time finding you if your website has them.

SEM or Search Engine Marketing is the process of marketing your website through paid online marketing. SEM can take a lot of different forms, but the most common are keyword searches, banner advertisements and text ads. These types of marketing are sold either on impressions or by clicks.

Keywords are simply words that people may use to search for your product. For instance, "carpet" or "rug" would be common keywords used by people searching for a flooring retailer. Keywords can also include strings of words such as

"Palm Beach carpet store." Google Adwords is one of the best known keyword marketing services.

Pay Per Click means exactly what it sounds like, you pay for people to click on your website. Pay Per Click programs usually involve buying certain keywords. When a user searches for a keyword you purchased, your website is listed. If they click on your website, you pay a predetermined amount for that click.

Impressions are the number of people who see your ad message. An impression is not a click. It simply means your ad appeared on a page that the web user viewed.

Still confused? Stephanie Leffler from Networks Solutions gives some great tips in this four-minute You Tube video.