What is SEO? What is search engine optimization?
Search Engine Optimization short SEO is a method in online marketing to improve the findability in search engines. The abbreviation SEO stands for Search Engine Optimization. In recent years, Search Experience Optimization has also gained a second meaning. In classical search engine optimization, a distinction is made between onpage SEO and offpage SEO.
According to https://seo-webdesign.bg/seo-optimizaciya, the definition of search engine optimization is as follows:
Search engine optimization (SEO) refers to measures that are used to ensure that websites and their content appear in top positions in organic search engine rankings (natural listings). By consciously influencing the placement of web pages, images, videos or other content in search engines, their reach is to be increased. The optimization includes all different types of searches such as image, video or news searches.
In terms of Google SEO, search engine optimization for the individual vertical indexes or databases at Google and by end devices can still be distinguished in:
- Classic SEO
- Image SEO
- News SEO
- Voice Search SEO
What is the difference between SEO, SEA and SEM?
SEM is the abbreviation for Search Engine Marketing. Two different definitions of the term SEM or search engine marketing have become established worldwide. Some define SEM as paid advertising in search engines, while others define it as a generic term for SEO and SEA or search engine advertising.
SEM (Search Engine Marketing) consists of the elements SEA (Search Engine Advertising) and SEO (Search Engine Optimization). SEO deals with organic search results, while SEA refers to paid text ads in search engines.
The importance of search engine optimization (SEO)
The importance of search engine optimization (SEO) as a sub-discipline of online marketing has increased steadily over the last 20 years. This is also shown by the interest or demand in the topic of SEO in the form of the increasing number of search queries.
According to the agof digital facts study, search engines are the most frequently used digital application, ahead of e-mail.
As a product search engine, Google has had to cede large market shares to e-commerce platforms such as Amazon, which are now the most important product search engines and have thus overtaken Google for potential B2C customers in the preference phase of the customer journey.
Importance of search engines in content distribution
People searching for information online have a wide variety of ways to enter a search. Here are a few options:
- Google, T-Online search, Web.de search (all based on the Google index)
- Bing, AOL search (all based on the Bing index)
- Yahoo
- Amazon
- Youtube
- Voice Search or digital assistants (Alexa, Google Now, Siri, Cortana ...)
The majority of searches for information are currently still carried out on Google and the video search engine YouTube, but product search engines such as Amazon or digital assistants have grown significantly in recent years.
On the other hand, companies have to consider where their target groups search for information and where they can reach them with their content.
The importance of SEO in content distribution cannot be determined across the board, as it depends on many factors where which touchpoints should be set for content distribution, and with what intensity and quality.
The following factors can play a decisive role:
- Industry
- Content format
- Is it push or pull content?
- Target definition
- Target group
- Current thematic domain authority
- Current brand popularity, authority and reputation
- Current reach of own social media channels
- Current reach of own email distribution list
That said, there are some clues that search engines like Google and/or social networks like Facebook prioritize.
I think there are certain pillars for content distribution that make sense in most cases in the distribution mix. That is good findability on Google & Co. so SEO in combination with selected elements from content promotion, content outreach and content seeding. The exact mix then results from the factors mentioned above.
In most cases, only one channel or tool will not lead to success, because there is always at least one important component missing to prepare or complete the target deal.
More on the topic of content distribution in the article Content Distribution: The Art of Systematic Content Distribution in Content Marketing.
Why is search engine optimization so important ?
Search engines like Google play an important role, especially in the first phases of the customer journey.
Search engines can be used to address potential customers early in the customer journey during pre-purchase research. But even potential customers with a concrete interest in buying still research via Google & Co. to find suitable providers.
Thus, SEO and SEA play a very important role in the (online) marketing mix.
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