In webmarketing, the acronyms are legion and it is not the SEO that against this. Moreover, among professionals and advertisers, many mix between SEO, SEA, SEM and SMO. And yet, they are complementary assets for a common goal: referencing a website.
SEM: Search Engine Marketing
The SEM represents all webmarketing techniques to improve the SEO of its website and / or mobile application, whether social, natural or paid. It combines the 3 techniques that follow.
SEM = SEO + SEA + SMO
SEO: Search Engine Optimization
As a full part of the SEM, the SEO corresponds to the natural referencing of the website. The goal is to naturally show a website in the first results of the desired search engine, in general, Google. Google’s Search Engine Optimization is the result of an algorithm that includes hundreds of criteria. On the other hand, some stand out more than others: the relevant, optimized and regular content, links from other websites pointing to the targeted website and the optimization of the website thanks to HTML tags (Hn, alt , title, name of the images, …).
Since April 21, 2015, Google promotes, on requests made from a smartphone, websites being Responsive Web Design.
SEA: Search Engine Advertising
The SEA is better known as “paid search”. We prefer to talk about sponsored links like the service of the American giant: Google Adwords. Since March 2016, Google has removed the column of sponsored links corresponding to results 4 to 10. Today, only 3 or 4 paid results appear above the natural results (SEO).
The Google Adwords system works through cost-per-click (CPC) bids and a virtuous circle between the ad, the keyword, and the landing page.
SMO: Social Media Optimization
SMO or the optimization of social networks brings together different techniques to increase the visibility of a website on social networks and in SEO.
Of course, it starts simply by creating pages on the main social networks. Do not neglect the Google + and Youtube that belong to the Google search engine.
For SEO, the optimization of Facebook, Twitter, Google + or Pinterest tags and the addition of a sharing system on each page of its website allows better sharing of information on social networks mentioned above.
The highly shared posts will be highlighted on the social media and thus indexed more easily by the search engines. A real boost for SEO. Other techniques like blogging or forums are to watch.
In summary, SEM = SEO + SEA + SMO, that is to say, SEO is made up of 3 major families: the natural, the sponsored and the social media. Only Social Media can have an impact on SEO. On the other hand, making SEA or Google Adwords has no interest in increasing its SEO but they are very complementary to a global webmarketing strategy.