Search Engine Optimization is an internet marketing strategy or process which improves the visibility of a web page or a website in a search engine’s unpaid search result. In layman’s term, SEO is the process of placing web contents and the website that contains it in the first page of Google, Yahoo, and Bing among others.
It is further described in terms of what is being searched: image, local business, video, academic, news, and industry-specific vertical.
• Social Media Marketing (Hyperlinked)
• Email Marketing (Hyperlinked)
• Content Marketing (Hyperlinked)
Search Engine Marketing
Search Engine Marketing is another internet marketing process that involves promoting websites via on-page or off-page advertising. Apart from web analytics and everything under its umbrella, SEM also involves paid advertising.
• Pay Per Click (Hyperlinked)
• Cost Per Impression (Hyperlinked)
• Search Analytics (Hyperlinked)
• Web Analytics (Hyperlinked)
Display advertising is a strategy that involves online advertising such that a company’s name, logo, or service appears as web banners, footers, or side bars.
• Contextual Advertising
• Behavioral Targeting
Social Media Marketing
Social Media Marketing or SMM is the process of driving traffic to a website by using one or more social media sites such as Facebook and Twitter.
The aim of social media marketing is to make a certain content viral which will then help a company attract more attention to their website. Once a message spreads from one user to another, a familiarity will be established.
In using Facebook, for example, a new content posted on a professional website is useless even if it’s keyword-filled if no one clicks on it. By posting the link in Facebook with a witty catchphrase, curious people will then click on it. These clicks make your website more likely to be pulled up by Google in the event someone looks up some of the keywords you associated with it.
Email marketing is a direct marketing procedure that commercializes a message by sending it to a group of people that may be a lead using electronic mail or email.
The use of email marketing may be for a variety of reasons: to deliver newsletters, information about a new product, media kits, press releases, coupon or discount codes, and more.
Content marketing involves creating, managing, and sharing a website’s words, photos, videos, and links. This type of strategy has a lot of processes under its umbrella and therefore takes quite some time to make as with other strategies.
The main benefit of content marketing is that it enables a company to attract leads by making something for the website that will have the potential customer’s full attention. Furthermore, according to Wikipedia, content marketing is the underlying philosophy driving techniques such as custom media, custom publishing, database marketing, brand marketing, branded entertainment and branded content.
Pay per click
Also referred to as cost per click, pay per click is a form of online advertising used to direct traffic to websites, wherein for every click made on the ad, the advertisers will pay the publisher.
Pay per click may either be flat-rate or bid-based, and it will depend on how the publisher and advertiser close the deal. But based on the clicks, the advertiser must consider the value of a click from the publisher.
Cost Per Impression
Cost per impression is also referred to as cost per mile or CPM. This is an online marketing technique wherein the advertiser pays the website owner for a space in their website.
The image of one advertiser may appear more than once in just one web page, which means that a website may be paid several times over the course of the advertisement.
Search analytics assist owners analyze and improve the performance of the company’s performance on major search engines.
It also encompasses trends, reverse searching, monitoring, advertisement history, and comparisons. Its accuracy also depends on data collection method and the freshness of data gathered as well.
Web Analytics involves the collection, measurement and analysis of data. Normally, this takes place by through third party cookies. Some websites do this without the knowledge of the user, however, these days, web pages let users know when they are using cookies. They also give them the option to whether or not allow the cookies to track their use of the website.
This form of targeted advertising is selected and served by an automated system. It is also used by major search engines like Google to display advertisements of their results page depending on the user’s keywords.
Simply put, Behavioral Advertising allows the advertisers to increase their campaigns return of leads and/or profit by getting data generated by landing page visitors and web pages.
For an instance, when a potential customer visits a certain web page, the images, words, or links they clicked on, the searches they make and the amount of time they stayed on these pages allow the said site to collect data and sort of make a general behavioral analysis of the potential customer. The more data they have, the better the result of the study will be.