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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. [ 1 ] [ 2 ] SEO targets unpaid search traffic (usually referred to as " organic " results) rather than direct traffic, referral traffic, social media traffic, or paid traffic .
Local search engine optimization (local SEO) is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine's unpaid results (known as its SERP, search engine results page) often referred to as "natural", "organic", or "earned" results. [1]
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. [1]
Understanding mobile devices is a significant aspect of digital marketing because smartphones and tablets are now responsible for 64% of the time US consumers are online. [64] Apps provide a big opportunity as well as challenge for the marketers because firstly the app needs to be downloaded and secondly the person needs to actually use it.
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Search analytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. [1] The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO).
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