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    ♦    Search Engine Opmization (SEO) refers to strategy to improve our search ranking and increase the flow of organic or unpaid visitors on your website. This process of gaining your search ranking is based on putting the right and relevant content which is being indexed and analyzed by search engines through crawling process and give your website a hike in search ranking. Nowadays, a major part of our population is using mobile devices to search things on search engines. In this context Google has announced to change the way of crawling the website pages and started indexing the mobile version of the website first, which means that the mobile version of a particular website will become as a starting point to be included in the index. Search Engine Optimization (SEO) is not just the process of presenting the relevant content it has many more things to do like HTTPS version (Secure Site), Page Speed, Structured Data, Mobile Compatibility, AMP (Accelerated Mobile Pages), BERT(Bidirectional Encoder Representations from Transformers) all these together combines to give a website an ultimate growth in ranking and increase the flow of organic traffic.
   ♦    Search engine marketing (SEM) is a digital marketing strategy which is  used to increase the visibility of a website in search engine results pages (SERPs).Marketers used SEM as a techniques to improve a website’s search ranking. Search Engine Marketing (SEM) refers to getting a top position on SERPs( search engine result pages) by paying for the search engines .Pay Per Click Advertising (PPC) is a paying search engines only for customers who click on your ad. SEM is often used interchangeably with PPC. To create an effective search engine marketing strategy, we should know in depth how it works. Search engines like Google strives to give users and customers the most relevant search results.  Google only display advertisements that are highly relevant to the search. Search Engine Marketing(SEM) is done by creating an ad campaign and choosing your target keywords using google keyword planner or any other keyword planner tool. Keywords search is not an easy task,  so we need to approach it in a systematic manner.

Following steps will help us come with an initial set of target keywords for relevant search:
   ♦    Brainstorm the keywords that your potential customers might search
   ♦    Use keyword planning tools like Google Keywords planner 
   ♦    Perform competitor analysis to know your competitor’s keywords
   ♦    As per our available  advertising budget, we need to narrow down your initial keyword list.
   ♦    The keyword should match the potential search intent of your customers
   ♦    It should have a reasonable search volume and shouldn’t be too difficult to rank 
Benefits of Search Engine Marketing :
   ♦    SEM helps to  increase our revenue by utilizing the popularity of search engines
   ♦    We need to pay only when a user clicks on your advertisements
   ♦    SEM attracts more customers and may improve organic traffic and boost brand awareness.
   ♦    Paid advertisements are effective as the users already have the intent to buy.
   ♦    SEM is a non-intrusive marketing method that doesn’t make your customers feel targeted.
   ♦    Our SEM strategy should Optimize keywords, Improve Ad quality score and minimize cost per click  to take your business to the next level and achieve our desired objectives.


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