Search Engine Optimisation
Having an online presence is one thing, but making it visible via search engines is another thing entirely. Search engine optimisation (SEO) is often confused with Search engine marketing (SEM). Both require a clear understanding of your customer and keywords you want to “own”, but from there they are entirely different.
SEO can be divided into two primary categories – on page SEO and off page SEO – and is the art of demonstrating expertise in a particular field/s across your website, credible backlinks, metadata and image tags (to name a few). Keywords are critical throughout SEO strategies and will organically enhance your presence on search engines like Google and Bing. The more knowledge and expertise you present on those keywords in the search engine’s “eyes”, the higher your ranking will be. Ultimately, search engine optimisation relies on you investing in enhancements on your website and building backlinks to increase your ranking.
SEM is about marketing your business via the search engines. The likes of Google Ads is just one element of search engine marketing. Google Ads is a prime example of having a high priority paid positioning in Google (search engine) on your preferred keywords. Rather than investing in developing your site, you are investing in advertising.