Jeff Larche, owner of Digital Solid, a digital marketing consultancy and blog, talks about Search Engine Marketing (SEM) which is the process of improving the volume or quality of traffic to a web site from search engines by increasing their visibility in search engine result pages via organic or paid results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine.

An important part of SEM are linkbacks. They help your audience connect and find relevant information. It is a very beneficial to have reputable websites link back to you.

References and Resources:
Search Engine Optimization Starter Guide
SEO Moz

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