Search engine marketing (SEM) includes free and paid methods of increasing the visibility of a website.
Search engine optimization (SEO), in particular, includes “optimizing” the page by tracking the page rank with tools such as Alexa and Google toolbar; utilizing keywords that describe the site; linking to pages within your sites; creating a site map; utilizing simple URL names; “killing” flash, utilizing image descriptions; updating site will new content; sharing links to your site via multiple social media channels; and linking to other sites. These tips are a great start to a great SEO strategy but the main tip is great content!
Once you have the consumer there (at your site), how are you going to keep them there? Content. Best stated by Huffington Post: “Great content marketing is always a marathon, not a sprint.” For creating great content, the writer must utilize compelling headlines; produce content that connects with the reader; integrate emotion as well as factual information; and utilize engaging photos.