Digital Marketing is a very important set of tasks, often applied in websites that are already complete. The purpose of these tasks is to make the Search Engines and Social Media aware of our web presence and consequently the Internet users, who are searching for different things through these channels.
We like to divide it into three major categories:
- S.E.O. (Search Engine Optimization)
- S.E.M. (Search Engine Marketing)
- S.M.M. (Social Media Marketing)
They are all equally important, and their proper combination can produce spectacular results in the overall promotion of a website.
Search Engine Optimization (S.E.O.) is the most difficult of all, and it is related with content ranking in the "organic" results of a Search Engine.
"SEO is an adventure where you need a lot of skills, both, technical and non-technical to survive."
During this process, we build a strong relationship with the search engines so that they rank our content as high as possible for the given keywords. The biggest advantage of S.E.O. is that results can sometimes remain effective for a long time after we achieve them (unless a competitor works just as hard and -finally- overwhelm us). The notable disadvanta It is usually advised that S.E.O. continues even after the target results have been achieved, in order to maintain -or even further improve- our rankings.
Search Engine Marketing (S.E.M.) is the action where we achieve rankings through paid campaigns (such as Google Ads).
"Today it’s not about ‘get the traffic’ — it’s about ‘get the targeted and relevant traffic."
This process is mainly accomplished by creating campaigns and ads and continiously check their performance against the overall cost versus the gained visitors.
The advantage of this method is that results show up very quickly, while the two disadvantages are that rankings vanish the minute our "wallet" is empty and of course, the -occasional- high cost which is relevent to the existing competition. Usually, a pre-payment is required, and after that regular payments to maintain an adequate balance for the campaign to run.
Social Media Marketing (S.M.M.) is the group of tasks that refers solely to Social Media.
“There’s a problem with the word ‘social’. Social is not just Twitter, FB, etc. Social is a language.”
As Social Media have shown an enormous growth over the last years, this type of marketing has gained a lot of importance to the overall campaign.
The biggest part of this type of marketing takes place through paid ads and therefore has similar payment terms as the above mentioned SEM. Also bears the advantage that results show up relatively quickly, and the disadvantage that almost everything halts as soon as the available credit is exhausted.