The Definition of SEO, PPC and SEM

Before I specialized in Internet marketing, I worked in tech support for a web development company. While there, I met Alex Barger, one of the most knowledgeable and resourceful IT professionals I know.

But, like all of us, he has his quirks, and I’m no different.

One of mine involves the acronyms that describe Search Engine Optimization (SEO), Pay-Per-Click advertising (PPC) and Search Engine Marketing (SEM). People don’t use them correctly!

It’s not their fault, but just like a doctor has to explain a diagnosis, I thought I’d take a few moments to do something similar. Be part of the solution.

It’s very simple and will make for fascinating holiday conversation.

Let Me Tell You a Story … About Alex

Alex is extremely detail oriented. If you ask him one question, he’ll fire back with several of his own. And, you know it’s time to pull up a chair when he begins with his famous line, “Let me tell you a story …”

Alex is (usually) always willing to help … but he’s an experienced professional. He knows what information he needs and asks for it upfront instead of wasting time asking sporadically later.

That’s a good thing.

But as you’re answering him, he points out any statement you make that isn’t 100% true. He’s the IT version of the tyrannical English teacher who always comments on your use of “who” and “whom.”

This can be a bit frustrating when all you want to do is address the problem.

If you don’t know him, you might think he’s intentionally being difficult, arrogant, or just doesn’t care. This couldn’t be further from the truth. Over time, you begin to enjoy this quirk and respect him for it.

Why tell you this story? Because I’m the same way when it comes to Internet marketing!

There are countless times I’ve wanted to point out when people use SEO, PPC or SEM improperly. I don’t, for fear of leaving an “Alex-esk” impression, but it’s a quirk of mine nonetheless.

Instead, I’ve decided to offer some brief definitions below.

Search Engine Optimization (SEO)

In our SEO Geek Camp we defined search engine optimization as:

“A set of principles and practices that include formatting site code, structure and content to naturally achieve top ranking on today’s most popular search engines”

SEO optimizes your website’s structure first and then moves to particular phrases. Our goal is simple, appear in the Top 10 search results for a targeted keyword phrase.

The biggest drawback to SEO is the time it takes to see results. Search engines are constantly gathering and ranking new information. Don’t be surprised if it takes 3 months or more before you begin reaping the fruits of your labor.

If all goes well, your website will begin appearing in the top natural or “organic” results.

Pay-Per-Click Advertising (PPC)

PPC, the subject of our upcoming Geek Camp is a bit different than SEO. As the name implies, pay-per-click allows you to pay for ranking on a per click basis. Position #1 is only a credit card swipe away. It is also much faster than SEO, taking anywhere from a day to five minutes to see results.

Like SEO, targeted keyword phrases are important. However, instead of optimizing website structure, you optimize a campaign. PPC offers precise control over all aspects of your search engine marketing including desired ranking, ad copy, the time of day your ads are available and a host of additional items.

This control can come at a hefty price. Worse yet, if not done properly, can end up draining your budget and offer little or no return.

Search Engine Marketing (SEM)

SEM is the easiest to define. It describes any type of marketing that involves search engines and includes SEO and PPC.

Clear As Mud?

See … SEO, PPC and SEM are easy to understand. So you can imagine how I cringe when hearing them misused.

If you are one of the “guilty”, don’t feel bad. There are some in the field who don’t get it, which is probably where the problem started.

Thanks for letting me clear my mind and “tell you a story.”