Digital marketing is ever evolving. Each day brands formulate new ways of reaching out to their customers. While most startups like to go the lean way, there are organizations who spend a considerable amount on digital marketing. Whatever be the scenario, digital marketing is inevitable if you want to sustain on the web.
Digital marketing is a broad topic that takes concepts like SEO, SEM and PPC under its wings. Although they are all related, they are not same. Marketing is usually classified as organic and paid. Organic traffic generation includes blogs, Email campaigns, back-linking, and much more. Paid traffic includes methods like Pay Per Click methods. In this blog we will look in details what each of these define and how they are related or different from each other.
The Digital Marketing Funnel
Picture Courtesy: Searchenginepeople.com
The funnel starts with SEM (Search Engine Marketing) at the top, splitting into SEA (Search Engine Advertising) and SEO (Search Engine Optimisation). SEA has sub-categories like PPC (Pay Per Click), PPI (Pay per Impression) and PPA(Pay Per Action) while SEO breaks down into On-site and off-site marketing techniques.
Search Engine Advertising
Many a times, advertising involves money. There are few ways by which paid advertising are done to bring up the search results on Google which make up the top three links and also the search results on the right hand side of the Google search result page.
The most common method is PPC i.e. Pay Per Click. You pay for every click on your advertisement. Not a penny more, not a penny less. To know more about PPC method, check our previous blog on How PPC Search Advertising Can Help Traditional Business?
The other common methods are PPI and PPA. While PPI is also referred as CPM advertising i.e. Cost per thousand impressions) and is used mainly for building brand value via campaigns, PPA is another way of marketing campaign. PPA involves payment against a fixed percentage or amount of customers while acquiring your customers. Unlike PPC, this involves a huge amount of risk for the owner.
Search Engine Optimization
SEO includes two types of optimization: On-site and Off-site.
On-site SEO: This marketing technique determines whether the search engine is able to figure out what your site is all about, why and where should it be ranked and also make it easy for search engine spiders to crawl.
Factors that affect on-page SEO:
- Good content– The content is what makes the site worth a position in the search result. The users want to see something meaningful and the best way to convey idea is through words. If someone asked to define good content, it can be said, from SEO point of view, content has to linkable and must be able to supply a large demand.
- Title Tag– Title tags are more than often used on search engines. Thus, it plays a great role in leveling up the site rank in organic search results. It is not just important for increasing search but is also vital in social sharing because it is the title tag that most precisely describes what to expect in the site.
- URL– A proper URL is important. If you have an UR like http://www.imdb.com/title/tt0456823/ it immediately increases your bounce rate. Without proper hierarchy information of the website, an URL is not deemed to be valid. The above example mentions that it is from IMDB domain and relates to /title/ but it does not know what the page is about. A proper URL structure is instrumental for search engines to understand the importance of the site.
OFF-site SEO: Off-site or Off-page SEO refers to increasing inbound links and maintaining a good social media influence. It is mainly dealing with sources other than your website. There is no harm in looking through other websites to know which can provide you with a meaningful backlinking.
Major chunks in Off-page SEO
- Page Rank– Page rank is not where you are in Google’s SERPs. It mainly deals with all the inbound links (both quality as well as quantity wise), outbound link control, and much more.
- Relevancy– Meaningless back-linking is of no use. Inbound links must have a relevancy. You need to pick and choose websites from whom you want links according to your website’s content, concept and services.
- Quality– It is important to know that whatever inbound links are coming, they are of good quality. There are four tools you can use to know the quality: Google Page Rank, Alexa rank, Compete.com rank and MozRank. Quality always matters, after all.
- Outbound links– Expecting too many outbound links from a quality website will be foolish. This is because they will not, in any way, depreciate their site’s value. So, if you are giving link to another website, it is advisable not to overdo it. That might simply drain out your site’s feed and page rank.
It is necessary to design a marketing strategy which will combine both on-site and off-site SEO. These two approaches together makes a better result-oriented marketing strategy. SEO needs constant monitoring, and it’s techniques require frequent iteration.
Marketing techniques are not same always. It keeps changing. To know what will work when, you need to be aware of the current trends. Along with that basic knowledge of tools and techniques are important. Learn how to use the available tools and also understand how to sketch a optimized marketing strategy from us. Our Digital Marketing course is designed to help marketeers become ready to take up the marketing challenge, NOW.