What is Online Marketing & Why Does it Matter

What is Online Marketing and Why Does It Matter?

What is it?
Online marketing refers to the techniques available to a business to market, promote and advertise their products, services or brand on the World Wide Web. There are two main sub channels of online marketing that utilize different angles to help a business promote themselves online. These two different types of online marketing include search engine marketing (SEM) as well as search engine optimization (SEO).

Search Engine Marketing
Search engine marketing, or SEM, is the overall umbrella term for anything that brings visitors to your website via a search engine. This includes both free and paid traffic. While generally measured tangibly by overall traffic, SEM is important to the lifeblood of any online marketing strategy because the more valuable visits towards a site the better.

Driving traffic to a website is easy, but knowing what kind of traffic and where to find it? That’s the difficult part. SEM is fantastic because it provides the most value for your dollar and encapsulates your entire target demographic. Essentially, SEM is the entirety of your online marketing efforts.

Search Engine Optimization
Search Engine Optimization is the ability to have your website or online efforts tailored to be discovered naturally online — without payment. This is important to understand because major search engines organize the internet to the best of their ability in order to provide the best results for it’s users. However, that being said, this doesn’t necessarily mean that it would be accurate. Essentially, SEO needs to be completed on every website in order to manipulate these search engines and tailor the results to display the most accurate information to the best audience. There are two types of search engine optimization: on-site and off-site SEO.

On-site SEO involves ensuring that search engines can determine what your site is about, how to rank it online compared to competition and to make your site much easier for search engine spiders to crawl.

On-Site SEO includes:
• Incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc.
• Blog posts and page copy that is written and optimized with quality
• Clean and formatting page URLS
• Optimized page load speed
• Google authorship incorporated
• Social sharing integration within your content
• And much more!

All of these can be done by anyone but drive more valuable traffic to your site and save you money in the process.

Off-site SEO, on the other hand, focuses on driving relevant, authoritative links from other sites back to the site that you want to rank highly in search engines.

Off-Site SEO includes:
• Creating a high quality, natural backlink profile (having other high quality/authoritative sites link to your site naturally)
• Social sharing signals
• Social bookmarking (Stumbleupon, Reddit)
• List goes on here too!

Pay Per Click
The most common form of search engine advertising is Pay Per Click (PPC), such as the links to the right hand side of the Google search results page. PPC is the format in which ads are purchased on the main search engines. Generally, you pay for every click that comes through to your site, regardless of conversion.

Why is Online Marketing Important?
Online marketing is important because it aligns with the way consumers make purchasing decisions. Internet marketing enables you to build relations with customers and prospects through regular, low-cost personalized communication, reflecting the move away from mass marketing.

Online marketing is slowly developing and changing the way that companies interact with clients. It is a more accurate way to represent a company to a specific niche rather than any other means of marketing. With a more accurate way to engage clients, prospects, and potential leads this gives companies the upper hand surrounding their clients.

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