(EN) Module 5 – Section 2

Module 1
Module 2
Module 3
Module 4
Module 5
Module 6

Module 5 – Section 2

In this section you will find:


  • an introduction to the concepts of SEO, SEA and SEM
  • Google optimization guide
  • operational tools
There are no quick magical tricks that an SEO will provide so that your site ranks number one. It is important to note that any SEO potential is only as high as the quality of your business or website so successful SEO helps your website put your best foot forward. Maile Ohye
A high bounce rate, little time spent on site and a small number of visited pages indicate
that users are not engaging with your site as they should be. Ranking Factors SEMrush Study 2.0

SEM, SEO and SEA are terms of common use for anyone approaching the world of web marketing, both entrepreneurs and aspiring consultants, but the uncertainty about these acronyms is widespread, as is the use of new tools for optimization. To create a web marketing campaign you need to know what they are and how they work because the tools work in a complementary way as part of a single overall marketing strategy. For example, you cannot think of a campaign with Google Ads without having optimized your site or having created a fast and SEO friendly landing page. Just as you cannot think of creating a successful blog without creating quality content and taking care of sharing it on social networks.


The meaning of key acronyms:

  1. Search Engine Marketing (SEM)
  2. Search Engine Optimization (SEO)
  3. Search Engine Advertising (SEA)


To deepen and understand their value we suggest a youtube video that clearly explains its meaning and we suggest you explore three resources of great interest in the SEM context:

  • The site of SEMPO is the largest non-profit global organization serving the industry, research and digital marketing and professionals working in this sector.
  • The personal blog of Danny Sullivan is a point of reference for all those who are involved, in various ways, for optimization.
  • Search Engine Land online magazine specializing in this particular industry.

SEM means “Search Engine Marketing“. The SEM is a summary of the web marketing applied to search engines, and includes all those techniques and strategies that have the goal of bringing a website in the first position, both organically and with the PPC (Pay per Click) campaign. The SEM, in the original definition of Danny Sullivan, contains SEO and SEA.


SEO means “Search Engine Optimization“, a set of techniques whose purpose is the positioning of a website within search engines aimed at positioning of certain keywords in the SERP (Search Engine Result page (Google, Bing, Yahoo, etc.).


The SEO includes:

  • On-page operations, i.e. optimization of texts and website code.
  • Off-page operations, or operations that include dissemination of their links on other sites, the web reputation and the web authority.


To learn more, we suggest you to consult the study materials offered by yoast.com SEO for everyone.


SEA means “Search Engine Advertising“. The SEA consists of paid promotion through search engines and the advertising tools offered by them.

Although not explicitly mentioned, all acronyms and related activities are linked to the search engine guidelines. You can start with the following:


More information

Get started with Google search engine optimization

To understand the mechanisms of SEO, deepen, experiment and support the best guide that we can propose is that of Google Search console. The guide is aimed at entrepreneurs and consultants, but also webmasters and SEO experts and offers a complete overview on the basics of SEO. These are the contents that you find at the address that we recommend.

SEO is a constantly evolving sector. To help you understand what the latest trends in the industry are, we offer you a view of the Semrush site from which you can download the analysis factor ranking guide, leaving your data. SEMrush performed its first Ranking Factors search in June 2017. The 2017 guide presented 12 factors. More recently a new guide has been published for 2017.

More information

Check the internet, You will find plenty of free and paid SEO tools, their ranking by different criteria and functions. Take time and find the best for You. Some of them You will find here.

More information

The SEMrush study claims that the most relevant elements for positioning of a site within search engines are: the number of visitors, the time that each individual visitor spends on the site and on the different pages. From this data it is clear that the quality of the contents is, and continues to be, the priority element for a good positioning. Other more specific elements are also relevant. Below is a brief introduction to the main ones.


Bounce Rate

The figure measures, in percentage, the number of visitors that, after entering the site and having visited only one page, close the browser window. To verify this data, you can use Google Analytics.


Referring domain

Referring domains are the domains (sites) from which the backlinks originate.



Backlinks are inbound links from other web pages.


In general it can be said that the number of referring domains and backlinks is a very important factor for a good positioning of the site on search engines, but the rewarding factor is in the quality of the connections more than in quantity.



HTTPS – Hypertext Transfer Protocol Secure – is an Internet communication protocol that protects the integrity and confidentiality of data exchanged between computers and sites. To learn more, you can consult the Google guide.



The anchor text or anchor text is the text portion of a page linked to another resource (internal or external to the site): it is the clickable text of the links. In the Google Search Engine Optimization Getting Started Guide you will find a detailed explanation and the rules to follow in this area.



The keywords are, as anticipated in Module 3, words or phrases that describe a product or service and which are used to help the system determine when and where to publish your ad. To learn more, you can consult the Google guide to keyword planning.

This project is funded with support from the European Commission. The publication reflects the authors’ exclusive point of view and the Commission can not be held responsible for the use of the information contained therein.
For more information contact: projektai@paneveziodrmc.lt