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Search Engine Optimization (SEO) is a term has gained immense importance in recent years. The basic idea is to get a product, service or message in the top search results. Unlike the sporadic approach of a traditional media campaign, search marketing can offer a well organized prospect. It is not interruption-based advertising because you are simply offering what people are looking for. Consequently, the potential for conversion is a lot higher.

In earlier days, SEO was related to the ugly form of push marketing, known as pay-per-click.
Paid ads are normally listed as sponsored links on the results pages of major search engines. Paid search is easy to set up and economic. Businesses need to pay when someone clicks on their ad and the return on investment is almost instantaneous. On the other hand, SEO approach requires hard work, smart thinking and significant upfront investment.

Social media plays a vital role in the evolution of SEO marketing. Some time back, a search results page contained only the organic and sponsored text results. Now you will see various kinds of web assets such as links to videos, images, local businesses and branded products. Increasing personalization also implies that the same search by two individuals will give two distinct results.

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