As Search Engine Optimization is highly technical, there are many specialized terms used when discussing this topic. I’ll list some of the most commonly misunderstood terms below, starting with SEO/SEM (and the difference between them).

1.     SEO/SEM

SEO stands for “Search Engine Optimization.” It’s a set of techniques used by a SEO Consultant to improve your website’s rankings in the search engines for a particular set of keywords, or keyword phrases. (more on this topic in a bit)

SEM stands for “Search Engine Marketing” and is being used more and more by search engine professionals. In addition to the standard SEO techniques, SEM Consultants also specialize in:

• Creating Pay-Per-Click Campaigns on the search engine of your choice… primarily Google, Yahoo and Bing.
• Buying paid “inclusions” from the search engines. This is paying a search engine company for a guarantee that your website will be included in their search results.

2.     SERPs

SERPs stands for “Search Engine Results Pages.” It’s the page that is returned whenever someone conducts a search through a search engine.

SEO techniques are used to improve your web page’s ranking amongst the other “organic” listings in the SERPs with the ultimate goal of increasing targeted website traffic.

3.     Keyword Phrase

It’s extremely important that you grasp the concept of the “keyword phrase” as it is the backbone of SEO. A keyword, or keyword phrase, is the word(s) entered into the search box by an internet user.

As the search engines return the web pages they believe to be most relevant for the keyword phrase entered, it’s vital that you understand the concept and do your best to optimize your pages for the keyword phrases you want to be found for.

4.     Backlinks

Last, but not least, is the subject of backlinks. Most SEO Consultants agree that the creation of backlinks (aka links, link building, one-way links, etc.) that point to your pages should be your primary objective.

You need to build quality links, that contain your targeted keyword phrases and you need to do this on an ongoing basis. SEO is not a “once and done” type of activity, it requires continual improvement/management to be truly effective.

The subject of Search Engine Optimization (aka SEO) is one of much debate. Some of the information found on the web is valid, other pieces were valid in the past but are no longer valid and still other information was never true to begin with.

Here are three common SEO myths:

1.    It’s impossible to outrank a web page with a Google PageRank higher than your own.

As “PageRank” is specific only to Google, it won’t affect your search engine rankings at Yahoo or Bing. Even on Google, the PageRank indicator only plays a minor role in determining search engine placement and is certainly not a critical factor.

If you do a few searches on Google you will find this to be true. Within a few minutes you’ll likely find a page, with a lower Google PR, outranking a page with a higher one.

That should put this myth to rest.

2.    SEO is a one-time activity… you simply “set it and forget it!”

It would be great if this were true but it’s not. Effective Search Engine Optimization requires ongoing work (and maintenance) and if you discontinue your efforts, you’ll find your rankings slip over time.

This is especially true when it comes to link building. The search engines monitor your inbound links and if they come to a sudden halt, they assume your page is losing its relevance.

3.    Each page should have a keyword density of 3-5%
This may have been true in the past but it’s not any more. You should see that your targeted keyword phrases appear somewhere on your page but you don’t need a calculator.

Instead, you should concentrate on writing content that will be found valuable by your visitors. After all, the search engine robots aren’t likely to buy any of the products/services you have to offer.