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The Basics: Definitions

Search Engine Optimization: SEO

SEO is short for search engine optimization or search engine optimizer.

Search engine optimization is a methodology of strategies, techniques & tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.

The terminology also describes the design of the website, its menus, management systems, videos, images, contents and other elements that should be optimized to achieve exposure on search engines.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

It is common practice for Internet users to not click through pages and pages of search results, meaning that the second page of a Google search is never visited.

The higher a website naturally ranks in organic results of a search, the greater the chance that that site will be visited by a user.

Social Media Optimization: SMO

Social Media Optimization refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, person, brand or event.

Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites.

SMO is similar to search engine optimization in that the goal is to generate traffic and awareness.