Search Engine Optimization is the process of maintaining and continuously improving the relevance of a website for both visitors as well as search engine spiders - is an ongoing task for Internet marketers. It is a painstaking and highly specialized work involving, on the one hand, technical tasks which facilitate web crawlers to easily find and index the site for relevant keywords/phrases and, on the other, visitor-oriented tasks to make the site more appealing to users. The aim of SEO is to ensure that the site achieves top positions (rankings) in the listings for natural (or organic) search in search engines' results pages.
Search Marketing, in a nutshell, refers to the process of maximizing the values, results and return on investment (ROI) of the website (and consequently of the online marketing programme) across search engines and across India. SEO therefore, inter alia, involves optimizing the site content (Keywords, web pages, landing pages, images, audio/video clips etc), the site navigation (titles, meta tags, internal links, Alt image tags, sitemap etc), site functions (shopping cart, 'Add to Favourites', 'E-mail a Friend', etc), Enquiry functions ('Quick enquiry', 'Click-to-Call' etc) and so on. It also involves site submission to Search Engines and Directories; actively implementing 'Link Campaigns' to increase incoming links (and consequently traffic and rankings); web analytics review; and continuous monitoring and review of website performance to determine/implement modifications to improve the performance and rankings.
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