Many times, confusion abounds the reader on what search engine optimization is. To most people, it's the entire process of getting a site to show up in the search results of Google, Yahoo or MSN. But it's more complex than that.

Search Engine Optimization is the process of coding the site to be seo-friendly.
Search Engine Marketing is getting traffic to your site.

Now that we know the difference, let's take a look at what's needed on both fronts.

Search Engine Optimization:

• Proper naming structure
• Name your page titles with your keywords if possible
• Always have a sitemap
• Always include a robots.txt file
• If you must use a re-direct, be sure it's server side, not with a meta refresh tag
• Don't use hidden text
• Make sure your keyword phrase is included in your H1 tags
• Don't optimize for more than 2 keywords per page
• Use text links where possible
• In any product image, be sure to use the alt tag
• Use hyphens, not underscores when you name a page file
• Make sure your site has an error handling page
• Create a Google Sitemap and submit it to them (This is in addition to a typical sitemap)
• Offload all your js and css code
• Don't forget about meta tags

Search Engine Marketing:

1. Press Releases - While they should be reserved for newsworthy purposes (new product/service, acquisition, attending Trade Show or Convention, etc.), they are a great way to get people to visit your site when they are looking for information relating to your product or service. It's also a great way to build your brand name and to become known as an authority of information in your field.

2. Directory Listings - Quite simply, this is the easiest way to get your site indexed by search engines. There are many free directories that you can get your site listed in, and there are many fee-based directories that are worth the price of adding your site. The added value is that since your site is listed categorically, it helps to re-enforce what your site offers, since it will be found with similar sites.

3. Articles - Expose your expertise! While article writing is not easy, it is an extremely valuable asset to your site. By writing, you are creating unique content found nowhere else and we all know how much search engines love that! It also gives you another way of explaining a product or service without coming off as a sales pitch. Another added benefit of writing articles is that it's a great way to naturally grow the size of your site in an organic way, and will in turn, make your site become a "hub" of relevant information in regards to your industry.

4. Newsletters - This should be your site's bread and butter. The people who have signed up for your newsletter already feel that your site was worth their time to give you their email address, so these people have already place some trust and value into what you have to say. The newsletter is where you can promote new products and services to interested users without risking any intrusiveness factors. This is the best place to make a sales pitch to your perspective readers!

5. Blogs/RSS Feeds - While to some people this is already old-hat, there are many users out there (think AOL users) who have no idea about how to customize the content they want to read. There are many areas to get your blog listed, and it gives an inside point-of-view into the inner workings of your company or personality, thus giving yet another way for a user to identify with you or your site.

6. Classified Ads - Whether or not you sell a product or service, you need to get your name out. Classified ad sites are great places to list your site since they are frequented by users looking to buy.

These are some great starting points to get your site optimized and ranked in the search engines.

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About the author:
Paul Bliss is CeM Certified, and the author of SEO for Google - an eBook that describes in exact detail the methods used to get your site top rankings in Google.