Search Engine Optimisation (SEM) & Search Engine Marketing (SEM)

INTRODUCTION

Search engine optimization (SEO) -SEO stands for Search Engine

Optimization, which is the practice of increasing the quantity and
quality of traffic to your website through organic search engine results.

SEO stands for search engine optimization that has stayed the same. It
refers to techniques that help your website rank higher in search engine
results pages. This makes your website more visible to people who are
looking for solutions that your brand, product, or service can provide
via search engines like Google, Yahoo!, and Bing.

Search engine marketing (SEM) is a form of Internet marketing that

involves the promotion of websites by increasing their visibility in search
engine results pages (SERPs) primarily through paid advertising.

In search engine marketing, advertisers only pay for impressions that

result in visitors, making it an efficient way for a company to spend its
marketing dollars. As an added bonus, each visitor incrementally
improves the website’s rankings in organic search results.

Why this topic

I was exploring the core concepts of modern marketing where I came

across the term SEO & SEM which is a vital part of digital marketing. I
want to learn and research about how this companies exactly optimized
their website that each and every time they showcase the article or
product which buyer/customer was already searching on google

And many more such doubts which I came across while researching on
this topic. And that’s why this topic is relevant for project work.
Methodology

First of all, I would study the concept of SEO & SEM, and then I would
select the website of a particular company, and later on, I would do the
qualitative study as well as quantitative study from google as well as a
screaming frog, etc.

Variables

Headings, Website Speed, Meta Description, Internal Links, External

Links, HTML Markup, On-Page SEO, Off-Page SEO, Technical SEO

SEM Variable -,Target group, Bidding, Quality Score, Ad Copy, Ad

Groups, and Account Management, performance management.

Secondary data -

Qualitative data -articles, google, etc

Quantitative data - Screaming frog,Semrush,google

Data Analysis

Here comes the analytical part where I will be analyzing the secondary
data collected from screaming frog,semrush, etc. Data analysis will
include website ranking and performance management.

Scope
SEM quickly capitalizes on targeted keyword searches; SEO provides the
foundation to convert and retain the traffic generated by SEM
strategies. Carefully intertwining both SEO and SEM techniques will
produce a stronger digital marketing campaign with stronger
performance and noticeable results.

Conclusion

SEO is the practice of increasing the quantity and quality of traffic to

your website through organic search engine results

Pranay Sevekar (BMS 19043)