In the world of the web, a great many acronyms are used to talk about different concepts. In this article we run through a few of the ones relating to search.
SERP, SEO, SXO, SEA, SEM, SMO, ASO — what do all these acronyms mean?
What is web search optimisation?
Web search optimisation refers to the strategy put in place on a website or web page in order to gain visibility and rank among the first results returned by search engines for a given user query.
This ranking of results allows search engines to offer their users the best answer to their search. Although we do not know exactly how the algorithms used by search engines produce that ranking, we have nonetheless come to understand some of the levers that can be pulled to improve the positioning of websites and web pages.
Various actions can be taken, such as:
- working on the content of your website or web page around identified keywords, which need to be showcased through quality content;
- using internal linking to connect the different pages of the same site;
- using external links to build authority;
- putting a keyword-buying strategy in place.
Web search optimisation has evolved very quickly and continues to evolve today, introducing ever more acronyms to describe different concepts.
The acronyms
SERP
SERP stands for Search Engine Results Page. It is the page displayed by a search engine containing the results of your search. As we shall see, the ranking used to display the various results depends on a criterion — relevance — in order to bring you the best answer. Various means can be put in place to improve your website’s position.
SEO
SEO stands for Search Engine Optimisation. This is organic search, whose objective is to place your website or web page in the best possible position within the SERP without paying a search engine for the service. To achieve this, several practices can be implemented by what is known as an SEO specialist.
The advantage of SEO is that it lasts. Although it takes a certain amount of time to put in place, and patience is needed before the first hoped-for results appear, it is a reliable form of search optimisation that adds a great deal of value. SEO does need to be updated regularly so as not to lose a few positions. This way of working is slow but durable. The effort invested showcases the website and its content by attracting qualified users who will stay longer on your page.
SXO
SXO stands for Search eXperience Optimisation. This is a more recent term, offering a variant of SEO that places the user and their needs more firmly at the centre.
The term SXO reflects a desire to go further than traditional search optimisation. The point is no longer to create content to please search engines, but to create content that brings real value to the customer.
SEA
SEA stands for Search Engine Advertising. This is paid search, whose aim is to position a website in the top SERP results reserved for advertising, in exchange for money.
The advantage of SEA is that it is immediate — no need to wait to see results. It is limited in time, however: as long as you pay, you will be positioned. As soon as you stop paying, you immediately lose your place.
SEM
SEM stands for Search Engine Marketing. This is a marketing strategy whose aim is to improve a website’s positioning on the internet. SEM is an umbrella term covering both SEO and SEA strategies.
SMO
SMO stands for Social Media Optimisation. It means using social media to improve your ranking in search engines. We now know that developing your brand image on social media is an important part of marketing strategy.
It is an additional support for SEO that you can put in place through two main levers:
- publishing content regularly on social media in order to increase your visibility. Although Google states that it does not take social media engagement into account in its ranking algorithm, several studies have shown that having a profile on social media does nonetheless have an impact on a site’s overall search performance.
- including backlinks in your posts pointing to your website should not be neglected either, since these are taken into account by search engines and allow you to increase your visibility.
ASO
ASO stands for App Store Optimisation. This is the optimisation of applications within mobile app stores. Various techniques are used for this; in particular, it is recommended to complete all the available fields: add a precise description of the app, choose the right keywords, add screenshots, gather reviews, and so on.
New acronyms appear regularly to describe the various concepts of web search optimisation, as these strategies constantly evolve to adapt to new challenges. If, before reading this article, you also found it a little hard to keep track of all these acronyms, we hope this glossary has helped.
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