Seo and Sem: web marketing

We often hear about SEO, SEM, ranking, pay per click, url rewrite and analytics.
But often we are not sure what they mean and what they refer to.
We at Neikos Web Agency want to try to shed some light on these terms.

SEO

The word SEO stands for Search Engine Optimization . It denotes all those activities aimed at improving the visibility and ranking of a website in the results of a search engine.
SEO activities include writing andoptimizing the source code of pages, whether they are pure html or dynamically generated via php or asp, optimizing the text present, and incorporating other tools that can help achieve the goal, such as robots.txt, sitemap.xml, and .htaccess.
SEO can also mean a natural person, the professional who performs the optimization activity.

Some SEO activities

• Google Analytics is a web data measurement and analysis solution.
  Allows you to obtain detailed information about online traffic and the effectiveness of marketing campaigns.

• Url rewrite means a kind of facelift performed on the url (page address) to make it appear more familiar to the search engine.
  The benefits may be better placement results, briefly summarized as:
  -ranking higher on search engines;
  -More content optimization in relation to the keywords included in the url;
  -More opportunities to increase link popularity.

• Sitemap, or more simply map, is a web page that lists all the pages (urls) of a website.
  It is useful to facilitate crawling activities by search engine crawlers, also called spiders.
  The protocol is governed by the Creative Commons license, which has made its use possible for Google, but also for other search engines such as Yahoo and Bing.

• The web copywriting service involves analyzing and reviewing site content.
  They must be relevant to search engine ranking criteria.
  This is done professionally so as to maintain the balance between readability and search engine indexing needs.

• Monitoring online reputation, for example for the tourism sector, means managing and controlling the consideration that users/customers have of the hotel, through the reviews left on social networks and industry portals.

SEM

The word SEMstands for search engine marketing. It refers to the entire set of operations through which search engine advertising is done: from visibility solutions to traffic measurement to optimization of advertising investment (ROI).

Some SEM activities

• Critical website analysis is the first step in understanding whether the website is functional to the objectives.
  How it can be improved to rank more advantageously in search results.

• A custom report is a summary document of the website, with data on web traffic, channels used, type of users, and searches made.
  The document may also contain a diagnosis of the issues preventing good indexing or having greater appeal to users and advice on steps to take and changes to be made.

• Taking care of an online press office means drafting and getting press releases published, an excellent dissemination tool.
  The press office can also be a valuable element in an integrated communications program, as in the goal of effective and quality online positioning.

• Corporate blogging is an attractive solution for all those SMEs that do not have budget to invest in custom software, but still want to keep in touch with their clientele.

• Google maps is a service accessible from the relevant website, which enables the search and display of geographic maps.
  In addition to this, it is possible to find services and businesses in particular locations, a possible road route, and view satellite photos with varying degrees of detail.
  It is important to be well positioned on Google maps. Companies can post information, photos and videos of the activity.
  As a result, qualified direct traffic is generated and the application comes out on top of the organic results.

• Social media marketing: today’s web is sharing, content creation by users.
  There are the social networks such as Facebook, YouTube, Flickr, Twitter,Linkedin, but also comparison portals such as Hello or Kelkoo.
  Talking about social media marketing means identifying the best strategies for presence in the various channels, in relation to the company’s business and marketing goals.

• • PageRank is an index through which Google ranks web pages in order of importance.
    Receiving direct links from other sites, of quality and relevant, allows you to increase this value by getting better rankings among Google indexes.

Learn more about SEO and SEM with our case studies

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Seo and case studies
Sem and case studies
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