3 Pillars of Digital Marketing – SEO, SEM & SMM
Aug 28 2018 The DMTI
The world of digital marketing can be quite complex to newcomers. Jargons and terms used can be confusing for someone who wants to start their digital marketing journey. Let’s take a look at some of the most commonly used terms in digital marketing today: SEO, SEM, SMM and see how they form the three pillars of digital marketing.
SEO – Search Engine Optimisation: In its rawest sense, SEO is the process of optimising a website through various methods in order to rank higher for certain relevant keywords on search engines like Google, Bing, and Yahoo. An effective SEO strategy results in higher rank of the page on search engine results pages (SERPs). Thus, making an effort to learn SEO can reap major rewards for marketers.
An SEO campaign begins with keyword research to learn what phrases the audience is likely to type into search engines like Google. After this comes create engaging, original content for the web pages in question that include these keywords. The website’s efficiency, architecture, and mobile optimisation are also a critical factor in SEO. Being an SEO expert requires one to be constantly updated about the changing algorithms of search engines to quickly adapt one’s page and maintain relevance. Many institutes offer an SEO course for budding digital marketers to help them understand and execute SEO campaigns.
SEM – Search Engine Marketing: On paper, Search engine marketing (SEM) seems quite similar to SEO in that they both deal with digital marketing outreach on search engines like Google, but the truth is quite different. While SEO typically refers to internal, organic website optimisation, SEM is advertising through a paid media budget. SEM acquires traffic by purchasing ads on search engines, SEO increases website traffic through natural algorithmic means. SEM sees many targeting factors that come into play. Businesses can choose the location and several other factors to improve the efficiency of their paid advertising campaign through SEM on Google Adwords. This is known as Pay-Per-Click (PPC) advertising and many institutes offer a PPC course to help aspiring digital marketers create effective and interesting ad campaigns.
SMM – Social Media Marketing: Last, but not least, SMM refers to both organic and paid digital marketing efforts on social media networks like Facebook, Twitter, and LinkedIn. It en-compasses many different activities such as posting, customer service and comments. Hardly any brand worth its name does not have a Facebook or Twitter presence these days. This is mostly due to the increasing audience on social media platforms. Brands that post engaging and relevant content regularly not only see a rise in brand loyalty, the effectiveness can rival the brands SEO and SEM efforts. This is why it is often known as the future of digital marketing.
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