So what are the basics of Online Marketing?
Online Marketing is an ever-growing, ever-changing landscape that continues to expand and evolve. It is therefore difficult to explain in a few short sentences what it actually consists of. It can however be broken down into three main categories, these are SEO & Link Building, Pay Per Click Advertising and Social Media Marketing.
SEO and Link Building
Search Engine Optimisation, or SEO as it is more commonly known, is the foundation of any successful Online Marketing campaign. When a website is created, it needs to be optimised in order to rank well within the search engines. By taking the time when you first create your website, to optimize it, you will benefit in the long run. Search engines are updated and changed on almost a weekly basis. These changes affect the way in which they rank and index websites within the search results pages. It is the job of an Online Marketer to keep up to date with these changes and ensure that when optimizing a website they adhere and meet the criteria of these ranking factors. Once a site is optimised, an online marketer will then begin to build links towards that site. Links are basically votes from other websites that your website is both relevant and of high quality. This is a strong ranking factor and something that all search engines look favourably upon.
Pay Per Click Advertising
Pay Per Click Advertising, or PPC, is another form of Online Marketing which can be used to strengthen and improve any marketing strategy. PPC is often seen as a quick but short term approach to organic ranking, as it allows websites to appear at the top of the search results pages instantly. How it works is by allowing marketers and businesses the chance to bid on certain keywords. When users type these keywords into a search engine, an advertisement is then placed at the top, side or bottom of the results page. When a user clicks on these Ad's a small fee is charged. PPC can be a great way of generating traffic and conversions, but must be done correctly in order to perform optimally and as cheap as possible.
Social Media Marketing
Social Media Marketing has only really been around for the past couple of years as websites such as Facebook, Twitter and Google+ have grown. These sites have literally changed the way in which people use the internet and have become a powerful tool for marketers. The main benefit of Social Media Marketing is the ability to target, engage and share content, products and information with the world, in a quick and very accessible manner. As the search engines adapt and evolve, it is certain that we will begin to see social signals beginning to directly affect the way in which websites are ranked within the search engine results pages.