The job of optimizing words on a website page with the purpose of increasing search engine ranking is referred to as Search Engine Optimization (SEO) whereas marketing your website, so it is more discoverable by the people searching for what you have to sell is Search Engine Marketing (SEM).
SEO increases your discoverability by search engines
SEM increases your visibility by people searching for what you sell
Word crafting can also be referred to as “phraseology,” for which SEO is an integral part of – quite literally: phraseology.
Understanding the unique set of search engine standards for ranking and indexation, and using phraseology when crafting website pages, business listings, backlinks, and social media posting – are great ways to boost both your search engine ranking AND give your business added visibility.
Google, Bing, and Yahoo! are the three biggies when it comes to search engines, and many other online resources are connected to them or feed data into them to be ignored. Each one of these digital marketing channels has a unique set of rules for being discovered and indexed by search engines. These standards often change – for Google; that was 52 changes in how it indexed and ranked a business in April 2012 alone.
None of these standards are published, and with such rapid change – buying a DIY-SEO book is a waste of money as the rules will have likely changed by the time the book is published and on the shelf of your favorite local bookstore (or on Amazon).
Today’s business websites need continuous monitoring and up-keeping to stay current with the latest code, SEO standards, and keyword relevancy in order to maintain good search engine ranking and visibility.
For instance – a website title needs to be crafted within a particular character length and of sufficient keyword density (having enough relevant keywords – aka search words) to be considered by Google for better ranking. Too short or long in character length and likely to suffer a low index ranking as a result. Bing will ding you for having too many characters in a page description, and Yahoo and the rest of the search engines will drop your rank for stuffing too many keywords into a web page – a tactic called “keyword stuffing” which was a widely published SEO best-practice until banned by Google with their algorithm update in 2009.
The days of set-it-and-forget-it website marketing are long gone (That’s so 90’s)
Hiring an experienced local marketing SEO specialist for your online activity who keeps up with these standards and best-practices can pay dividends for your business
So the next time you’re crafting words for your website, your social media profile, or the next time you post a message on your favorite social media channel; consider putting some SEO into your phraseology.
About: Sidewalk Branding Company is a Rhode Island internet marketing & SEO/SEM firm. Award-winning and internationally published, they focus on getting solopreneurs, and small businesses (less than 25 employees or so) discovered online – locally.