SEM vs. SEO
SEM should not be confused with search engine optimization (SEO). SEO is the practice of using keywords in strategic places on your website (in the page title, content, headings, etc.), so that the site or webpage gets a higher organic ranking in search results on a search engine. Although SEO can be used for lead generation, you will get quicker results and will generate more reliable leads using search engine marketing ads.
I won’t talk much about SEO in this book, because I don’t consider it a standard, quantifiable lead-generation tactic. Yes, SEO can be used as a lead-generation tool, just as billboards and TV/radio advertising can be used for that purpose. But the primary function of SEO is to increase your site’s ranking in ...
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