Explain the key differences between Search Engine Optimisation (SEO)
and Search Engine Marketing (SEM).
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of
websites by increasing their visibility in search engine results pages (SERPs) through optimization
and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites
website content to achieve a higher ranking in search engine results pages, or use pay per click
There are four categories of methods and metrics used to optimize websites through search
1. Keyword research and analysis involves three "steps": ensuring the site can be indexed in the
search engines, finding the most relevant and popular keywords for the site and its products, and
using those keywords on the site in a way that will generate and convert traffic. A follow-on effect of
keyword analysis and research is the search perception impact. Search perception impact
describes the identified impact of a brand's search results on consumer perception, including title
and meta tags, site indexing, and keyword focus. As online searching is often the first step for
potential consumers/customers, the search perception impact shapes the brand impression for
2. Website saturation and popularity, or how much presence a website has on search engines, can
be analyzed through the number of pages of the site that are indexed on search engines
(saturation) and how many backlinks the site has (popularity). It requires pages to contain
keywords people are looking for and ensure that they rank high enough in search engine rankings.
Most search engines include some form of link popularity in their ranking algorithms. The following
are major tools measuring various aspects of saturation and link popularity: Link Popularity, Top 10
Google Analysis, and Marketleap's Link Popularity and Search Engine Saturation.
3. Back end...