Search engine optimization (SEO) and search engine marketing (SEM)

Search engine optimization (SEO) is the process of improving the visibility and ranking of a website in search engine results pages (SERP) through techniques such as keyword research, on-page optimization, and backlink building. Search engine marketing (SEM) is using paid advertising techniques, such as pay-per-click (PPC) advertising, to improve the visibility of a website in search engine results pages (SERP). This includes identifying keywords, optimizing website content, and managing PPC campaigns to drive traffic to a website and increase visibility.

Beginner competence definition

Beginner-level individuals have an understanding of the basic concepts of SEO and SEM, including the importance of improving visibility and ranking in search engine results pages (SERP) to drive traffic to a website.

Intermediate competence definition

At the intermediate level, individuals can conduct keyword research, optimize website content, and manage PPC campaigns to drive traffic to a website and increase visibility.

Advanced competence definition

Advanced individuals have an in-depth understanding of SEO and SEM principles and have the ability to use data and market research to inform SEO and SEM strategy, evaluate the effectiveness of SEO and SEM efforts, and make strategic decisions to drive business growth and increase website visibility.