What is SEO and SEM and what tools and techniques are used?

SEO (Search Engine Optimization)

The 80% of online users search for their products or services through search engines such as Google, Yahoo, Bing, etc., if your company’s website does not appear on the first page, you have a 95% chance of no one to see or find it through browsers. What is defined as search engine optimization, that is, SEO, is optimizing your website in such a way that it can be found by the search algorithms of online search engines.

Today, search engines offer the best results for the user experience, personalized searches based on preferences, the user’s location and a number of factors that make the job of positioning a real challenge for Digital Marketing experts.

There are various techniques that you must apply to show search engines that your site can provide the best experience and thus improve your positioning.

Optimizing your pages means making them understandable to both people and crawlers. And that will depend on your performance on a combination of various ranking factors.

There are two groups of them, which we will explain below:

SEO On Page

On Page factors are those that can be optimized within your pages, such as the following:


meta description,

internal links,

use of heading tags,

ease of reading,


Therefore, you can have super attractive content, but it is necessary to demonstrate it to the robots through data structures. You need to use the code to reference your title, your meta attributes, images, hyperlinks.

SEO Off Page

External factors also influence your positioning, such as the loading time of your site, your security parameters, links received, etc.

SEM (Search Engine Marketing)

Search Engine Marketing. That name already says it all. Search engines are useful for digital strategies involving paid or organic media. When doing a search, these mechanisms will show you a list of useful links, and some of them will be advertisements.

That’s why search engine marketing is a very encompassing process. Even SEO itself is within the SEM.

By displaying organic ads or links, above all, search engines are concerned with the user experience, and this is how you can reach users who have commercial intentions when conducting a search.

In addition to organic growth, paid media offers unique growth opportunities. Web analytics tools and techniques help you find your way to a positive ROI.

Main SEM strategies:

Sponsored links or Pay per click (PPC): Refers to the purchase of media that are charged by the number of clicks received by your ad. The most common type of pay per click is search engine ads. Thus, on the Google results page, for example, there are organic and paid links.

For implement this strategy it is necessary to get into Google Adwords, the company’s paid advertising tool.

Display Ads: A display or banner is a mixture of images and text. Display ads generally do not appear on search results pages, but on websites, forming part of the chosen advertiser network.

Remarketing: Remarketing or retargeting are banners that appear for the user after he visits a website or takes a certain action on a page. Here, the idea is to be remembered by people, taking up the hook with your sales funnel.

When visiting a certain website, for example, possibly more ads from that site will appear when you visit another domain that is part of the advertiser network.

Ads on social media: Just as there are ads in search results, those can also be displayed on social media. Facebook, which includes other media such as Instagram, has its own advertising network.

In this way, the network will display specific ads for a user according to their preferences, interests and profiles that they visit.

Each of the social media has different options for the distribution of the ads, from the most basic to hyper segmentation and that makes a difference in the performance of those ads, such as Facebook Ads.

Video Marketing: It is a Digital Marketing strategy that uses audiovisual material to convey a message. In other words, it is the practice of finding trends, creating emotional content, adapting it to different platforms and uploading videos as part of a Content Marketing strategy.

Platforms such as Instagram, Facebook and YouTube, for example, offer the possibility of doing live broadcasts, which allows generating interesting materials and making a connection with the public.

Local marketing: In a simple way, local digital marketing is all those actions that are carried out to spread a brand with strategies aimed at local segmentation. Its objective is to prioritize actions so that they attract people who live or walk close to the business. In the online environment this practice is carried out through geolocation resources such as beacon. This technology can be implemented in the aisles of physical stores to monitor those that generate the most interest, based on the approach mechanism of mobile devices.

Mobile Marketing: Mobile Marketing are all those promotional and dissemination actions that are specifically created for mobile devices such as phones and tablets. This type of marketing is especially relevant in a time where 80% of people use their phone to surf the Internet and 88% of users search for a business through their mobile, according to data from Adveischool.

And it is that it has advantages that make it more than attractive for any company:

advertising all day, every day;

direct communication with the target;

precise segmentation;

lower cost than mass marketing campaigns;

easy to measure results;

great reach and potential viralization, among others.

Advanced Web Ranking: A powerful on-line software dedicated to SEO capable of monitoring our website, tracking positions, creating reports, helping us choose keywords and much more. It also allows a 30-day trial version where we can get an idea of ​​its full potential.
Webceo: Another complete marketing tool focused on SEO positioning. With Webceo we can carry out audits of our website, analyze keywords, investigate our competitors or simply make follow-up reports. A tool that also allows us a free version; although that is quite limited.
Übersuggest: Powerful online tool that allows us to obtain hundreds of keyword suggestions. Ideal to inspire us in our posts or PPC campaigns.
Moz: Formerly known as Seomoz, it is a software specialized in SEO but that allows us to perform other functions within inbound marketing. One of the most prominent components of this inbound marketing tool is the ability to get quality external links for your website.
Ahrefs: Without a doubt the link monitoring tool par excellence. Ahrefs helps us discover the links that lead to our domain and our competition. A great help in our SEO strategy.
Semrush: Finally we have possibly the best SEO tool at the international level. This tool will allow us to study keywords, analyze the competition, compare several domains, follow keyword rankings and much more. Fully recommended to develop an SEO strategy.

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