What is SEO?

SEO or Search Engine Optimization is an advanced form of online marketing. In a nutshell, SEO is the process of optimizing a website, in order to improve its organic rankings and in the process making it more useful for search engine users. When ranking a website, search engines use sophisticated text matching algorithms to evaluate, match and prioritize organic results on the basis of their relevance, quality and importance, with reference to the search query entered by the user.

Be that an e-commerce or a corporate website, all website owners need the right traffic and search engines are a great source of high quality organic traffic. A good search engine presence will not just generate unexpected business growth but boost your online reputation as well.

Search Engine Marketing (SEM)

There are 2 main forms of SEM: Search Engine Optimization (SEO) & Pay Per Click (PPC). While PPC is purely paid advertising where you pay for every click from the search engine to your website, the goal of SEO is to organically improve the search engine rankings of a website in order to enhance its organic search engine presence, for keywords which a regular search engine user would use to find the products, services or information offered by the website. As opposed to PPC, results from SEO are long lasting and much more cost effective. When compared with PPC, SEO results keep adding up over time. Which means that as a website's organic search engine presence grows, its average ROI will also improve. While there are many factors that impact the ranking of a website, they are widely divided into two broad categories, on-page and off-page SEO factors.