26 Mar


Many people think that search engine optimization, SEO, is all about getting links to a website. Clearly, this is an important aspect of getting high rankings in the search engines. Just as important is improvement one can make to the structure of the website. In fact, site structure is probably the most misunderstood and commonly overlooked aspect to optimizing a website.

This chapter, Site Structure Optimization, will teach you about getting that extra edge over others who are just concerned with overwhelming search engines with inbound links, but little else.

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26 Mar


Brainstorming keywords is a great way to create a preliminary list of ideas for developing an effective keyword strategy. In Phase 2 however, we will learn to use of some online tools to assist in refining our potential keywords and keyword phases. In this phase we will also begin to map out the core terms you will be using to create your individual web pages.

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26 Mar


The first step to developing an effective keyword strategy is to start brainstorming. Brain storming keywords is great with colleagues and search engine users who may not have an interest in your service or product and seeks to develop a list of possible search terms, words search engine users might use to find your website, services or products. Don’t worry if you have a large list the more the merrier.

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26 Mar


his chapter, Keyword Strategy Development, is the first lesson where we begin the actual task of optimizing your website – wow – we are well on our way now and can get out teeth stuck into something a little more advanced – SEO (search engine optimization) and SEM (search engine marketing). We will learn more about important terms for optimization and then move on to a four phase process to develop an effective keyword strategy….

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26 Mar


When people use a search engine, they are looking for web pages containing particular information. That information varies but search engine users may be searching for a particular product, service, data, information about a city, etc. They type in a keyword or phrase into the query box and wait for the search engine to return a list of websites containing the keywords or phrases queried…simple ah?

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26 Mar


Search engines use algorithms to determine where a web page ranks for a particular keyword used in for search query. Algorithms are programming systems that determine how a search engine indexes content and displays the results to its users. Recently we start to wonder if links or more importantly backlinks provide large companies and those who can afford to buy their way to search engine page results success an unfair advantage over small business.

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26 Mar
15 Mar


Chapter 3 - SEO & SEM GLOSSARY


An algorithm is a program used by search engines to determine how a search engine indexes web page content and displays results to its users.


One-way permanent inbound link pointing to a web page from another web page.


see “spider”

Google Analytics

Google Analytics is a free web analytics tool offering detailed visitor statistics. The tool tracks all the usual site activities: visits, page views, pages per visit, bounce rates and average time on site, etc.  We find it too Google inspired, although it is free and a good place for the novice to start analysis.


Hits are a download of a file from a web server. Hits are not the same thing as web page visits. Graphics themselves on a page constitute hits.  So if a person accesses a web page with 10 graphics it will register as 11 hits – 1 for the web page and 10 for the graphics.


see “links”

Inbound links (IBL)

Inbound links are ones that point to your website from other sites.  They are important assets that improve your site’s PageRank (PR).

Internal Links

An internal link is one that points to another page within the same website.  They are used to assist visitors navigate from page to page within a site and there importance is often ignored.


Search engines use these links to crawl pages within the website.  The way these internal links are structured will influence the way a search engines spider fetch information and index pages.

Key phrase (or keyword phrase)

A key phrase is a search phrase or term made up of keywords used by clients of the search engines to find information.


A keyword is a word that a search engine user might use to find relevant web page(s).

Keyword density

Keyword density is the number of times a particular keyword appears on a web page, the more times a given word appears on your web page (within reason) the more weight that word given by a search engine when that word matches a search term.

Link building

Link building involves requesting back links and reciprocal links from other websites to increase market awareness, increase a website’s popularity and and/or PageRank.  Considerations for link building can include directory submissions, press release and article syndication, topical profiles on websites, blogs, and social networking.


Links are text or graphics that direct internet users to another website or web page.

Outbound links

Outbound links are ones that direct users to another website.

PageRank (PR)

Google uses a weighted form of assessing a webpage by link popularity, called PageRank™.  It is important to note that not all links are equal in value. Back links from popular websites with a high PageRank are better than links from lesser-ranked or popular websites.


PageRank scores range from zero to ten, with ten being the highest.

Reciprocal linking

Reciprocal linking is the practice of trading links between websites. (I will give you a link to your site if you give me one).


see “spider”

Search engine

Search engines are websites that offer its visitors the ability to search the content of web pages published to the Internet and indexed by the search engine. Search engines periodically crawl the individual pages of websites to fetch and index pages.

Search engine marketing (SEM)

Search engine marketing involves the strategies and tactics used to increase the amount and quality of leads generated by the search engines.

Search engine optimization (SEO)

Search engine optimization involves the strategies and tactics used to build web page ranking.

Search Engine Results Page (SERP)

A search engine results page is a page of search results delivered by a search engine.


SEM is the acronym for Search Engine Marketing


SEO is the acronym for “search engine optimization” and/or “search engine optimizer.”


SERP is the acronym for Search Engine Results Page.


A spider, also known as a bot, robot, or crawler, is a program used by a search engine to explore websites and to download and store HTML content from websites in a database (its index).


Spiders mainly fetch a copy of visited pages for processing by a search engine.  The search engine then indexes those downloaded pages to provide fast and meaningful search results for users.


The term URL is an acronym, which stands for Uniform Resource Locator. URLs can specify the location of a web page, an email address, or a file on an FTP server, etc.


A websites visibility refers to how successful webmasters are in achieving good search engine rankings for relevant keyword searches to reach clients.

Web Crawler

A web crawler, also known as a ‘web robot’ or ‘web spider’, it is a program or automated script which browses the World Wide Web in a methodical, automated manner.

Search Engine Marketing People can help!

Multilingual Search Marketing, Localised Web Presence & Customer Services

Contact SEMP today if you want to improve your Search Marketing ROI.

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15 Mar

SEO, SERP, SEM, Robot & PR – confused?

Chapter 2 - Overview

SEO | SERP | SEM | Robot | PR – are you confused?


Do the many concepts and acronyms used by Search Engine Optimizers (SEOs) and Search Engine Marketing (SEM) confuse you?


If you are confused, it is no wonder, as some SEOs and SEMs enjoy the ‘mystique’ and that most business people think there is some secret science or art behind successfully optimizing and marketing your website.


Handover a bundle of cash or a credit card number and your dreams of a successful online marketing strategy, better rankings and an improved Google PageRank become a reality.


Unfortunately, SEO and SEM are not about quick fixes and your strategy is an ever-evolving plan for as long as you have an online presence and want to succeed with higher rankings on the search engine results page (SERPS) .


The greatest secret about Search Engine Optimisation and Search Engine Marketing is there are no secrets.


Some of the technical details and jargon appear complicated, but only until fully explained.  Thousands of informational online sources publish ‘The Clear Principals of Search Engine Optimization and Search Engine Marketing’.


Not least Google, although we agree it is sometimes difficult to pinpoint credible and current information – until now!


Search Engine Marketing People strive to teach the foundation of ethical SEO and set you on a course of self-learning to develop a longer-term SEM strategy that equals success.


How long? As long as you want online success, you will need to work on your SEO strategy. If you fail to keep up with SEO evolution, be sure your competitors will leave you behind.

Why Most SEO and SEM Strategies Fail

The #1 reason why most search engine optimization and search engine marketing strategies fail is simply that most people end up spending entirely too much time, resources and money focusing on the wrong things, without developing an SEO plan they obtain poor results.

We Like Our Clients Well-Informed

SEO companies are all too eager to take your money but be careful where you get your advice.  Search Engine Marketing People developed this guide to empower you with the necessary tools to learn SEO and to study  SEM free – then at least you might buy services from a position of strength based on your own knowledge base.


Reading this guide will save you money as you develop your online business. Search Engine Marketing people prefer to deal with knowledgeable clients – they make our job easier.




If confused by all the terminology and seemingly endless acronyms you come across when studying Search Engine Optimization and Search Engine Marketing do not fear – help is here.  This guide includes useful terms to help you wade through the vocabulary of website optimization.


Four Easy Steps


Search Engine Optimization does not have to be difficult.  It really comes down to four easy steps:


  • Creating a Keyword Strategy that effectively targets the right searchers to your website (Chapter 5)


  • Building a Website using the proper structure for optimization (Chapter 6)


  • Optimizing Your Site by using properly developed content on each web page (Chapter 7)


  • Developing an Effective Link Strategy to promote your site by building links from other web sites (Chapter 8)


Maintenance Instructions


We have also included two additional chapters to assist you in continuing a successful Search Engine Optimization program and Search Engine Marketing strategy:


  • Measuring Your Results to ensure the development of an effective SEO and SEM program (Chapter 9)


  • Refining your Strategies as part of an ongoing process of analysis to assist in the development of an ongoing plan of action moving forwards (Chapter 10)


Do not let the terms SEO | SERP | SEM | Robot | PR – confuse you…take your time and remember two old adages:


Remember: Not all that glitters is gold and Rome was not built in a day!

Search Engine Marketing People can help!

Multilingual Search Marketing, Localised Web Presence & Customer Services

Contact SEMP today if you want to improve your Search Marketing ROI.

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04 Mar

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