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We're now able to process larger site audits for our bigger brands and prospects.\"- Founder &amp; Strategist at BlackTruck Media + Marketing</span>\r\n<span style=\"font-weight: bold;\">Optimize your pages</span>\r\nMoz Pro will ensure you've got maximum potential to rank for your target keywords by auditing the content on your pages and recommending specific improvements.\r\n\r\n<ul>\r\n<li>Spend your time where it matters most with prioritized recommendations to improve page optimization</li>\r\n<li>Know what content to create next with custom suggestions based on other pages that rank for your keywords</li>\r\n</ul>\r\n\r\n<span style=\"font-weight: bold;\">Find link opportunities</span>\r\nLinks are a critical element of effective SEO. 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Search engines will assess a number of things in a website (such as keywords, tags, and link titles) and rank it for its capacity to attract organic traffic based on a variety of factors.\r\nSearch Engine Marketing (SEM) is a descriptor that incorporates various types of paid search advertising. This is the type of thing that you’ll see as Google ad and usually ends up on the top of a page list. Usually, this has a to do with keyword placement and usage and that’s one reason why doing it well can require some extra knowledge and strategy.\r\nHow are SEO and SEM Complementary?\r\nSEO and SEM both rely heavily on keywords to drive traffic to business websites and web pages. Though the marketing techniques used for each are different, they are both focused on traffic flows and how these relate to marketing activities. People will use search engines to search for something that they’re looking for, and they’ll be able to find it by the organic results (SEO) or by the paid results (SEM).\r\nMost people search online before buying anything, so having a strong presence in search is crucial and using a strategic combination of both can boost your visibility in the long term.\r\nSEO is for organic traffic – so that’s unpaid or free listings, and SEM is for targeted ads that you pay for. They can be complementary but only if the website itself is SEO-friendly first, then SEM has a greater chance of being successful.\r\nSEO is the foundation for good SEM and when you have each set up properly, you have a better chance of getting high-quality traffic and improving conversion rates. Once you have an SEO-friendly site and sponsored ads that are targeted properly using the right keywords, you have more chance of showing up at the top of paid searches. But you have to have your SEO in place in order for Google to see you as a credible website.\r\nIf your website is on the newer side, you can prioritize your PPC campaign first as it can take a while for SEO rankings to become established, but don’t ignore your SEO during this process.<br /><br />","materialsDescription":"<span style=\"font-weight: bold;\">What is SEO?</span>\r\nSEO is essentially a component of the larger category, SEM. According to Google’s Knowledge Graph, search engine optimization is “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”\r\nThe SEO industry is continually changing due to the frequent changes made to Google’s algorithm. But, there is one aspect of SEO that stays constant: SEO is made up of On-Page and Off-Page activities.\r\n<span style=\"font-weight: bold;\">What Components Does SEO Include?</span>\r\nAs stated above, SEO is comprised of two different activities:\r\n<span style=\"font-style: italic;\">On-Page SEO</span> includes incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc.; blog posts and page copy that is written and optimized with quality; clean and formatting page URLS; optimized page load speed; Google authorship incorporated; social sharing integration within your content and much more.\r\n<span style=\"font-style: italic;\">Off-Page SEO</span> includes creating a high quality, natural backlink profile (aka having other high-quality/authoritative sites link to your site naturally); social sharing signals; social bookmarking (Stumbleupon, Reddit), and so on.\r\n<span style=\"font-weight: bold;\">What Is search Engine Marketing (SEM)?</span>\r\nAccording to Wikipedia, “Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPS) through optimization and advertising.” SEM includes SEO tactics, as well as several other search marketing tactics.\r\n<span style=\"font-weight: bold;\">What Components Does SEM Include?</span>\r\nOther than search engine optimization, SEM includes the use of paid search, such as pay per click (PPC) listings and advertisements. Most of the time, SEM strictly includes PPC campaigns and activities, but if you use SEO and paid search, that falls under SEM efforts.\r\n<span style=\"font-weight: bold;\">What Is the Main Difference Between SEO and SEM?</span>\r\nThe main difference between these two terms is that search engine optimization is simply a component of search engine marketing. As mentioned above, SEM includes components of paid search, such as PPC and also SMM (social media marketing).\r\nIt is important to note that you should never use the terms SEO and SEM interchangeably because although they work hand in hand, they are not the same term.","iconURL":"https://old.roi4cio.com/fileadmin/user_upload/icon_SEO_SEM.png"}],"characteristics":[],"concurentProducts":[],"jobRoles":[],"organizationalFeatures":[],"complementaryCategories":[],"solutions":[],"materials":[],"useCases":[],"best_practices":[],"values":[],"implementations":[]}],"suppliedProducts":[{"id":1696,"logoURL":"https://old.roi4cio.com/fileadmin/user_upload/Moz.jpg","logo":true,"scheme":false,"title":"Moz Pro","vendorVerified":0,"rating":"1.00","implementationsCount":0,"suppliersCount":0,"supplierPartnersCount":0,"alias":"moz-pro","companyTitle":"Moz","companyTypes":["supplier","vendor"],"companyId":4337,"companyAlias":"moz","description":"\r\n<span style=\"font-weight: bold;\">Understand your visitors</span>\r\nHow are people searching for your products/services? 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We're now able to process larger site audits for our bigger brands and prospects.\"- Founder &amp; Strategist at BlackTruck Media + Marketing</span>\r\n<span style=\"font-weight: bold;\">Optimize your pages</span>\r\nMoz Pro will ensure you've got maximum potential to rank for your target keywords by auditing the content on your pages and recommending specific improvements.\r\n\r\n<ul>\r\n<li>Spend your time where it matters most with prioritized recommendations to improve page optimization</li>\r\n<li>Know what content to create next with custom suggestions based on other pages that rank for your keywords</li>\r\n</ul>\r\n\r\n<span style=\"font-weight: bold;\">Find link opportunities</span>\r\nLinks are a critical element of effective SEO. 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