So, SEO is not-paid-for and SEM is. It doesn’t take Einstein to figure that it’s best to have SEO rather than SEM. However, it’s not that easy to master SEO. Google has a very complex algorithm (a set of logic) that decides which sites will show up right on top and subsequently. This is a magic sauce that has not been revealed, and never will be. Unless of course Larry Page (Google co-founder) blabbers it out in sleep.

Any new company must work on SEO and SEM at the same time and as time passes they must rely more heavily on SEO more than SEM to generate traffic.

The more time you spend on SEO, the lesser energy and money you will have to spend on SEM.

SEM I will spend more time on SEO than SEM because there is enough and more on SEM. You can log on to www.Google.com/adwords/learningcenter to know more about SEM.

SEO I will share with you some invaluable lessons without giving out specifics. It’s fun to explore on your own 

1. Keywords: This is the most important beginning for SEO. a. It’s important to know which keywords are important to optimize for. If you are a retailer of bean bags, it’s important to know what consumers type in Google while searching for bean bags. There are many tools available on Google that help you generate this for you. Try the keyword tool in Google AdWords or wordtracker.

b. Do a search for your top keywords and analyze the results that Google throws up. Try to understand why those sites pop up right at the beginning. Analyze how many times a particular keyword appears in the title, in the description, in the URL and on the page content.

2. Title: This is one of the most important elements in SEO. a. Ensure that the title of your page is not more than 60 characters. That’s all that will be read by Google.

b. Once you are done analyzing the search on your keywords, understand how you can structure the content in your title, description, URL and home page, in that order. It’s always relative, so don’t forget to ensure that you are higher than your competitor. Having said that, don’t try to stuff all your keywords in such a way that it’s non-meaningful or desperate. It’s a fight between quality and quantity.

c. It’s important for Google to know that you have not put junk in your title. The way they determine this is by checking if the words in your title match those in the content of your page. If they are not, you won’t do as well as you could. So figure how you can have those keywords on your home page too. I can’t beat Travelocity in airline tickets by just putting airline tickets all over my title. I can do that only if I have it in my title, description, URL and content and higher than that of Travelocity.

d. If you and your competitor have the particular keyword in equal quantities on your title, the next factor becomes the placement of keyword. In this case, you have to ensure that the keyword in your title is before that of your competitor’s. For instance, if the keyword is the 25th character of your competitor’s title, yours should be anything less than that. This way you will feature higher.

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