2Stroke: Search engine optimization, seo, search engine marketing, sem, organic seo

Search engine optimization (SEO) is the process used to make a website more visible, thus improving the quality and quantity of traffic from search engines via natural or unpaid means. Also known as organic SEO, it differs from search engine marketing (SEM) which uses paid advertising, such as GoogleAds’ Pay-Per-Click adverts to drive visitors to a site.

As an internet marketing strategy, website optimization starts with research. It’s only by understanding both how search engines work and the keywords and phrases people use when they search for products or services that a site can optimized.

2Stroke provides its clients with paid SEM and organic SEO services. Contact us now for a free audit of how your site performs.

Search Engine Optimization

Search engine optimization is one of the most powerful strategies in the internet marketing tool kit. A well optimized site will be appear in the left column of a search engine return page (SERP). As these returns are not influenced by financial payment, they carry more credibility in the eyes of the customer and are thus more likely to lead to a click through.

There are two distinct components to SEO: on page optimization – which deals with meta information, keywords and effective coding; and off page optimization which is more concerned with listing on search engines, directories and securing links into your site, thus building its visibility and credibility in the eyes of the search engines.

Ideally, on page activities will be conducted before the web development has started and the website built so that when the keyword research is completed, the site’s code and content can be tailored to increase its relevance to specific keywords and make it more visible to search engines. One of the benefits of working with Drupal is that its modular components are SEO friendly, meaning many of the technical barriers which can prevent a search engine accessing or reading a site are addressed at the outset.

Search Engine Marketing

Search engine marketing, or paid search, bidding for keywords which you believe your customers will use when searching for the product or service you sell. Pay-per-Click adverts are typically displayed on the right side of the SERP alongside the organic results. Each time an advert is clicked on, the advertiser will pay a fee.

Search engines like Google offer powerful analytic tools to show how often an advert was displayed, the keyword or search phrase that generated the advert impression, and the number of click-throughs to the advertisers web site.