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47

SEM:?

(Continued)

What’s wrong with calling it SEO? The term

optimization

really only accounts for one segment of

the tasks that search marketing encompasses: edits to the content of your website. Other compo-

nents of search marketing, like link gathering and PPC sponsorships, don’t easily fall under the

banner of “optimization.”

To add to the mix, many people use the terms

SEO

and

Organic SEO

interchangeably to refer to all

nonpaid efforts.This would include edits to your website, as well as work involved with increasing

your inbound links and usability.The complement to organic search is paid, or PPC, search.Con-

fused yet? We’ll sum it up for you:

•

Search Marketing = Search Engine Marketing = the total package

•

SEO = Organic Search Engine Optimization = nonpaid only

•

PPC = Paid Search = pay-per-click only

Are there exceptions to the rule? Sure there are.Paying a one-time fee for a directory submittal

would fall under Organic SEO.As long as your listing is going to display in search results that are

not labeled “Sponsored Listing,”you can probably call the work organic.

With all this potential for confusion, we’re keeping it simple.In this book, it’s

SEO

for everything.

Your Site Has Many Keyword Placement Opportunities

The code that makes up your web page’s text falls into two categories—visible and

invisible—and they are both important for optimization. The

visible text

is made up

of the words that you put on your page for the world to see, including obvious things

like the paragraphs of carefully crafted content aimed at your target audience but also

less-obvious elements like your page title, the text inside your links, and the naviga-

tional text that tells your visitors how to use your site, such as “Click the thumbnails

for a full size image.”

Invisible text

refers to the words that do not display on the page

but are added to your HTML code and gathered and analyzed by the search engine

robots. This includes your

meta keywords tag

,

meta description tag

, and your

ALT

image tags

.

Your Site’s Message

We can’t say it enough: Your site’s text needs to be compelling, clear, focused, and

directed to your users. It also needs to be formatted so that the robots can read it. This

means HTML text, not

graphical text

, which the search engines can’t read. If your site

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