What is the difference between SEO and SEM. A lot has changed since we put this presentation together but it was helpful at the time.

1. 1/30/2008
tmhr consulting inc.
Experion Group
September 19, 2007
What is SEM vs SEO?
• Two Different Things Altogether
• SEO – What is done to Site
• Allow User and SE to find info
• SEM – Advertising and Marketing Site
• SEO is just one component of SEM
• SEO and SEM are both necessary to
Promote your site
• Enhancing Web Site Search Engine
ranking is critical
SEO (Search Engine Optimization)
• Act of Optimizing Web Site for Organic SE
Listings
• More cost effective but just one element
• Help your Web Site Rank Higher
• Get fair share of free advertizing
• Search Results without Paying for them
• Remember – ‘Content is King’
• On-page and Off-page optimization
• News Releases and RSS (Real Simple
Syndication)
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2. 1/30/2008
SEO (continued)
• Well Designed Site
• Keywords Describe User Persona
• What they want
• Kind of Customer they are
• Site Revolve around Chosen Keywords
• Work for Users and Search Engines
• Use Customer Terminology
• Understand What they call ‘it’.
SEM (Search Engine Marketing)
• Marketing methods to make web site more
visible to Search Engines
• Uses paid Search methods like:
• Pay for Placement (includes PPC)
• Paid Inclusion and Trusted Feed prog.
• Link Popularity and Reputation Mg’t
• ROI Tracking and Monitoring
• Pay-for-Inclusion
• Email Marketing (Not Spam)
SEM (Continued)
• Ads displayed on SERP (SE results pages)
• Text based ads, Copy is very important
• Ads based on Keyword entered
• Fees triggered by impressions
• Pay for Ad even if it’s not clicked thru
• Work to get Click Thru Rate a high %
• Be careful – easily spend hundreds a
Day for very little ROI
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3. 1/30/2008
More SEO Suggestions/Tips
• Well Designed and Laid out
• Graphics, Load times, Fonts, Navigation
• Promote Site based on Content
• Basic design, Targeted audience in mind
• Make site a knowledge repository
• Become clients for information
• Then customers for your goods/services
• Building links and popularity
• Keyword research, internal links, reciprocal
links, proper meta data, avoid spam/cloaking
SEO Suggestions/Tips (Continued)
• Flash must be used in small doses.
• Search Engine Friendly URLs
• Search Engine Friendly Menus
• dynamic titles, dynamic headers.
• No Flash or JS scripts in menus
• Can be done with CSS, XHTML or
DHTML.
• No bad header or a non matching header.
Small SEO Project Example
Monitor Define Goals
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Implement Diagnosis
Suggestions
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4
Customer
Review
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4. 1/30/2008
Trends and Interesting Items
• CMS – SEO friendly not just Dynamic web
pages built from a database
• Building business/industry communities
• Simple design, simple structure, simple
content
• Open Source hosted Solutions
• Four broad areas of law—intellectual
property, free speech, antitrust, and the
openness of search algorithms
Trends (Continued)
• Operating Systems:
• 1. Windows: 94.07%
• 2. Macintosh: 5.23%
• System Screen Resolutions:
• 1. 1024x768: 52,411 | 45.98%
• 2. 1280x1024: 22,535 | 19.77%
• Browser and Operating System Combinations:
• 1. Internet Explorer / Windows: 87,568 | 76.82%
• 2. Firefox / Windows: 18,227 | 15.99%
• 3. Safari / Macintosh: 3,950 | 3.47%
Trends (Continued)
Employment Ad
• Keyword Specialist
• Diagnostics Specialist
• PPC Campaign Coordinator
• SEO Specialist
• Content Syndication Specialist
• Blog Specialist
• Graphics Specialist
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5. 1/30/2008
Summary
• SEM and SEO – Increase SE Ranking
• Quality Content and Design are King
• Build your Site for Users and Search Engines
• PPC can be very expensive – Organic First
• Know your Users/Customers Terminology
• Revolve web Site around Keywords
• SEM and SEO – Not an Afterthought
Contact Information
tmhr consulting inc.
terry.lewis@tmhrconsulting.com
416-229-9607 phone & fax
Suggested Resources
SEO Book - Aaron Wall
Small Business Guide to Search Engine
Marketing - Jennifer Laycock
Search Engine Optimization: An Hour a
Day - Jennifer Grappone and Gradiva
Couzin
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