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The “S” Trilogy in Search Industry

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The “S” Trilogy in Search Industry

We all are familiar with search marketing industry. The “S” trilogy stands for Search Trilogy. Search Trilogy has three parts: Search Engine Optimization, Search Engine Marketing and Social Media Optimization.

Search Engine Optimization (SEO) – Organic Marketing

Search engine optimization is process of improving the quality and volume of web traffic to a website by employing a series of proven SEO techniques that help a website achieve a higher ranking with the major search engines when certain keywords and phrases are put in the search field.

Popular SEO Techniques

  1. Phase I – (Evaluation, Planning & Research)
  2. Phase II – (On Page Optimization)
  3. Phase III – (Off Page Optimization)
  4. Phase IV – (SEO Monitoring & Reporting, Web Analysis and Diagnostics)


Search Engine Marketing (SEM) – Paid Marketing (PPC)

Pay per click (PPC) search marketing refers to when a company pays for text ads to be displayed on the search engine results pages when a specific key phrase is entered by the search users. It is so-called since the marketer pays for each time the hypertext link in the ad is clicked on. As a search user, you can identify the pay per click text ads since they are usually under the heading ‘Sponsored links’. You can see them on the right side of web page in Figure 7-4. The position in these paid listing, as they are also known, is determined by the amount bid by a company to be near the top of the listing.

To participate in PPC campaigns, clients or their agencies commonly use PPC ad networks or brokers to place and report on Pay Per Click ads on different search engines. It is necessary to deal direct with Google, which have their own PPC ad programmes such as Adwords select http://adwords.google.com.

Popular PPC Techniques

  1. Market Research
  2. Keyword Research
  3. Ad copy writing
  4. Account set up
  5. Bid Management
  6. A/B Ad Copy Testing
  7. Landing Page Optimization
  8. A/B Landing Page Tests
  9. Multivariate testing (if required)
  10. Conversion Tracking
  11. Reporting

Social Media Optimization (SMO) – Online Reputation Management (ORM)

Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, social news buttons, blogging, and incorporating third-party community functionalities like images and videos. Social media optimization is related to search engine marketing, but differs in several ways, primarily the focus on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO.

Popular SMO Techniques

  • Preparation
  • Optimizing Your Web Site
  • Starting a Blog
  • Podcasting and Vidcasting
  • Optimizing Your Blog
  • Social Bookmarking Sites
  • Crowd-Sourced News Aggregators
  • Media Communities & Social Calendars
  • Social Networking & Similar Tools
  • Social Media Newsrooms
  • Social Media News Releases
  • Preparatory Elements for a Social Media Newsroom
  • Widgets and Badges
  • Advanced Social Media Technologies

Prashant Kumar Pracheta is a SEO Consultant from India. He has 3 years of experience in the Internet marketing industry and works as a Assistant Manager-SEO for a Digital Media Agency, India. Check his Internet Marketing blog for other interesting posts.

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Prashant Kumar Pracheta

Prashant Kumar Pracheta is a SEO Consultant from India. He has 3+ years of experience in the Internet marketing industry ... [Read full bio]

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