GLOSSARY

Search Engine Optimization (SEO) is a digital marketing practice to improve a website’s ranking and visibility in organic search results by aligning content, structure, and other factors with search engine algorithms.

Search Engine Marketing (SEM) is a digital marketing practice that utilizes paid advertising to increase a website’s visibility to search engine results. Usually these are paid or sponsored advertisements that appear beside or in front of organic search results for specific search criteria.

Pay Per Click (PPC) is a digital marketing practice which is predominantly digital advertising. Clients or advertisers pay a fee, usually through a bidding process, to buy visits to their website based on the ads appearing in search engine results.

Reputation Management is a digital marketing practice that proactively monitors, manages, and influences digital interactions such as poor reviews or articles, to build back a positive digital image or brand.