Nikereact.org – Content writing has become a commonplace job in the digital era as it is now. There are many people who list their experiences as content writers on their LinkedIn profiles. Although it is very common, being a content writer is not as easy as many people imagine.
Content writers are not only tasked with compiling words into sentences, then combining them into paragraphs and a coherent piece of writing. Content writers must also develop strategies so that the content they create can be reached by many people, especially digital readers.
Therefore, in the world of copywriting, three important terms are known, namely SEO, SEM and SMM. The last two may not be so common, but that doesn’t mean it’s not important.
SEO is a technique for maximizing content so that posts can appear in searches on the top line, by doing some tricks on the content.
SEM and SMM are also the same, it’s just that they do it in different ways. SEM is done by advertising on search engine providers such as Google Ad, while SEM is by marketing through social media. Still confused? The following is a comprehensive explanation.
A. Know What is SEO?
1. Understanding SEO
Search Engine Optimization (SEO) is a technique for managing a website to be able to work optimally and get the top ranking in search results.
This top ranking will help boost the number of visits to the website so that it will generate profits. The application of SEO in managing the website is not only aimed at achieving high traffic, but also to help reach the intended audience.
When creating a site, the creator must have a certain goal with a certain audience or readers, the presence of SEO will help so that the content on the website can be right on the target audience.
SEO as a technique to get high traffic and reach the desired target audience cannot be done without paying attention to a number of indicators. Creators must be able to understand how SEO works, understand all the indicators that can help maximize content, including understanding how search engines or algorithms work on Google, Yahoo!, Bing or others.
Understanding SEO means also having to understand how the search engine algorithms work. Search engines such as Google will place certain content in the top ranking based on its compatibility with the algorithms they apply.
For example, Google will display certain sites on the top page based on their match with certain keywords that are most searched for, the more the same as the keywords, the more relevant they will be and will appear on the top row.
Since 2011, at least Google as the most widely used search engine by the world community has made eight changes to its algorithm provisions. Therefore, a creator who wants to maximize SEO is required to always update regarding the latest algorithm indicators. In the case of a creator who still follows the old algorithm pattern, the content he creates will not be effective.
2. SEO Indicator
SEO indicators are the main provisions that determine whether the techniques used will work optimally, this is by paying attention to a number of components that also still have a close relationship with how the provisions of the Google algorithm are. Therefore, every time Google changes the terms of the algorithm, the indicators or components of SEO will also change.
a. URL Structure
The shorter and simpler the URL structure of the website, the greater the opportunity to appear on the top page. This is because the URL is used by search engines to identify the site and the content created is relevant to the search keywords.
A short and simple URL structure can be just the site name and content title. For example, https://websitename//content. On the other hand, the longer and more complex the URL of the website you create, the harder it will be to appear on the top page.
b. Use of SSL/TLS
Secure Sockets Layer (SSC) and Transport Layer Security (TLS) are components that Google uses to mark which websites are safe.
Meanwhile, sites that do not enable these two things are indicated as not secure pages, so they often do not recommend users to reach websites that do not enable SSC and TLS.
These two components are related to the transfer of visitor data, because sites that have activated SSC and TLS will encrypt all visit data on the website.
An easy way to find out if a website has SSC and TLS enabled is to cross-check the domain address. If the website address starts with HTTP then this has not enabled SSC and TLS, while the ones that have been installed are those that have an HTTPS address.
c. Search Intent
Google often directs users to shopping services when typing the keyword ‘bag’. This is known as search trend, which means that most Google users type in the word bag to search for bag shopping sites.
On the other hand, sites that contain information related to bag theory, such as understanding, types or materials of bags, often don’t appear in the top pages if you type in the same keywords.
This is because most internet users will type the keyword ‘understanding of bags’ or ‘types of bags’ if they want to find an explanation about bags.
d. Content Topic
Google tends to place a site in the top ranking, if the content on the site is quite complete and interrelated. If you type in the keyword ‘tips for making spicy macaroni’, sites that specifically discuss food recipes are more likely to appear in the top rankings than general sites that discuss not only food, but also automotive, lifestyle and so on. This is because sites that specialize in food recipes tend to have more complete content on ‘making spicy macaroni’.
Therefore, to maximize SEO you need to build a website that has a clear goal. If you want to focus on the topic of traveling, manage the website to only focus on discussing food, travel, lodging. Combine several sub-topics to make website content more complete and comprehensive.
Also have a book entitled “Good at Making Websites and SEO” below to understand more about the world of SEO.
e. Content Structure
Google pays attention to the comfort aspect of its users or user experiences. Websites that are usually on the top page have a structured content composition. The easier it is for readers to access content on the website, the more the website will attract more visitors. Therefore, keep the content as simple as possible so that it makes it easier for readers to find the answers they are looking for.
One of the tricks to make the content structure on a website attractive is to pay attention to the headings and sub-headings.
These two components will guide the reader to understand information that is general to detailed or specific. Another trick can be to use bullet points so that visitors don’t get tired of reading text that is too long.
f. Meta Tags
In a blog usually has a special section that requires creators to include special tags and will usually be displayed at the bottom or end of the article.
The tags in question are keywords that represent the contents of the entire content. Tags usually consist of one to three words, for example the content you create is about corruption cases, then the tags included can use ‘corruption’, ‘corruption in Indonesia’, or ‘history of corruption’.
g. Off-Page SEO
A backlink is a link that refers to your website, or more commonly understood by another website citing information from your content. The more people who quote or backlink to your website, the more credible and original your status is or in other words, the more likely you are to appear at the top of the Google rankings.
However, websites that link backlinks to your site must also come from sites that also have good quality or reputation
h. Performance & Speed
An important indicator that many creators ignore is the loading speed of the website. Google since the last three years has included aspects of loading speed as a consideration to increase website rankings.
This is also related to the satisfaction of the user experience, a website that takes too long to load will be boring and make visitors bored. Meanwhile, Google is very concerned about aspects of user satisfaction and comfort.
3. SEO sharing
There are two types of SEO implementation in maximizing website performance. The two types are on-page SEO and off-page SEO.
a. On-page SEO
This type tries to maximize website performance through the application of a number of techniques in the content. Simply put, on-page SEO is the application of SEO in content that is created so that the writing can reach a large audience. So generally the implementation of on-page SEO is done by changing some parts of the content and adjusting to the ideal conditions.
Some common ways of implementing on page SEO are to use simple permalinks that are the same age as keywords, use attractive titles that contain some keywords as well, use headings and sub-headings, paste images at the right size, put keywords in 100 words first on content, and so on.
b. Off-Page SEO
This type tries to maximize website performance through the application of a number of provisions beyond content. Simply put, off page SEO is the application of SEO outside of content or external factors which of course can also support the optimization of website traffic.
These external factors are generally in the form of using backlinks or the more links to your website, the better the assessment from Google. In addition, other factors include the use of Google Business, visitor ratings or reviews to maximizing social media as a place of promotion.
B. Know What is SEM?
1. Understanding SEM
Search Engine Marketing (SEM) is a technique to maximize a website by advertising the website. This method is usually done by advertising to search engine companies such as Google Ads (adwords), ads on Bing, Yahoo! etc. The advertising methods used are also different, one of the most widely used is pay-per-click (PPC). This method advertises a website, but the website owner will only be charged an advertisement bill if the ad is clicked or there are users who access the website through the advertisements installed.
The easiest example, when you type the keyword ‘car rental’, the website that appears on the top page is a website belonging to several car rental companies that offer their services. These pages can appear on the top page because they advertise to search engine providers such as Adwords.
SEM is almost similar to SEO, because they both aim to optimize the performance of a website. However, the way they work is very much different.
2. Characteristics of SEM
Here are some things that can help to differentiate between SEO and SEM.
a. Effectiveness of reaching the audience
The SEM method is more effective at reaching the audience than SEO. This is because SEM utilizes advertising by search service providers, which when placing ads they can set which target audience they want to reach, such as age, location, device type, gender and so on.
On the other hand, SEO tends to be more vague because to be able to analyze the audience, a creator usually has to upload content first and then analyze its performance to find out which audience to target.
b. Speed to hit the target
The simple SEM method is to maximize the website through the help of a third party who is usually the owner of the search engine, so this method tends to be more instantaneous to reach the desired target than using the SEO method.
When implementing SEO, a creator must upload as much content as possible and then analyze and maximize it, on the other hand, thanks to the help of advertising, the website can be filled with traffic faster.
c. Period of time
The SEM method can indeed help maximize the website in a fast time, but the consequence is that it only works for a limited period. This period is very dependent on the amount of advertising paid, the greater the cost of advertising, the longer the chance of a website appearing on the top page.
On the other hand, SEO tends to take a long time to maximize its website, but its maximization can last a long time because it is done without advertising and is carried out with strategies that can support the sustainability of the website, such as improving the quality of content, website quality and so on.
d. Click Potential
The SEM method guarantees the website can appear on the top page of search engines, although this does not guarantee that visitors will click on the website page.
Psychologically, someone will not be interested in clicking on a website even though it appears on the top row, this is because there is an ‘advertisement’ sign on the page.
People are usually not interested in visiting websites that advertise because they tend to have content or content that does not match what they are looking for. They will perceive that the website is not much different from ordinary advertisements that are worth ignoring.
SEM methods require costs that tend to be more expensive, this is reasonable because they incur costs to pay advertising providers. On the other hand, SEO is usually free because there are no specific expenses. Even so, SEO can also cost money through content development by recruiting competent creators or digital marketing consultant fees.
C. Know What is QMS?
1. Definition of QMS
Social Media Marketing (SMM) is a method to maximize visits on a website by maximizing the function of digital advertising through social media. Social media is now an important part of everyone’s life, and almost everyone has access to social media.
This trend is used by creators to market their content through social media so that the potential for visits to their websites will also be higher. The most common example, news websites such as detik.com, tribunnews, kompas and others have social media to advertise their content. People prefer to read news through social media, so these news media companies usually share their content on social media and then link their website links so they can be visited.
Even so, this SMM method is not just linking website links on social media to reach a larger audience and then harvesting traffic but also for other purposes.
Usually website owners use social media as well to build social networks through the follow feature on Instagram or add on Facebook. In addition, social media is also used as a medium to represent the company that owns the website in cyberspace. The more fans you have, the more credible the account tends to be.
Currently, there are many types of social media that are developed and used by the community. Starting from the types of social media to share messages, such as WhatsApp or Line. There are also types of image sharing social media, like Pinterest and Instagram, short video sharing like TikTok and Snapchat or audio-visual like Youtube.
The success of advertising a website through social media is strongly influenced by many things, as well as strategies in SEO. Even SMM can be categorized as part of the off page type of SEO, because the optimization is done outside the content. However, there are a number of aspects that distinguish SMM from SEO as well as SEM.
2. Characteristics of QMS
a. Effectiveness of reaching the audience
The SMM method is almost similar to SEO, it can’t specifically determine which audience you want to reach. This is because social media owners usually have to upload some content before they can analyze it. On the other hand, the SEM method is more effective because they can immediately determine it the first time they will advertise.
b. Speed to hit the target
The SMM method is slower than SEM but better than SEO. This is because social media is growing rapidly, so reaching an audience will be faster too.
c. Period of time
The SMM method takes a long time to build a follower base on social media, but several ways can also help to get up more instantaneously, for example with celebrity endorsements and so on.
However, basically the period of time needed to maximize promotion on social media is the same as building consistency in SEO methods.
d. Click Potential
The SMM method tends to have less click potential as does the SEM method. This is because most social media users are teenagers who tend to like audio-visual content over writing. Therefore, even linking website links on social media, the number of visits through this method will not be very effective.
No wonder many social media users who often only read the title part of the news compared to reading the full news by clicking on the linked link.
The SMM method does not require a lot of money, this is because the advertising process on social media is done independently. However, in some cases website owners advertise to social media owners in order to reach more audiences, there will be additional costs.