Digital marketing has to a great extent changed the way of doing business across a wide range of industries. But if you do not have a clear perception of digital marketing, then you might be confused as to how digital marketing really works. Here are some ways in which digital marketing works:-
Search Engine Optimization (SEO)
SEO is the process through which your website can go up in organic search results in major search engines like Google, Bing and Yahoo. Google updates its algorithms periodically to make sure that the relevant results come up in search engines. From this perspective, numerous experts have said that SEO has lost relevance and all efforts are quite pointless.
But the actual truth is that Google attempts to check the manipulation of algorithms and filter sites which are not fit enough to be in top SERPs. Therefore, a website owner should have no thoughts when it comes to investing in SEO. Your website should focus on the technicalities associated with query matching, context, spidering, indexing and interpretation of non-textual content. Once you learn digital marketing, you will come to know about the technical aspects of SEO in a better manner.
Search Engine Marketing (SEM)
SEM is an inclusive strategy which is used for boosting traffic to your site, mainly through paid efforts. Therefore, it is called paid search marketing. SEM is a highly complicated and diverse field. Depending your business structure, you can opt for PPC (pay per click), CPM (cost per thousand impressions) or CPC (cost per click) model.
There are two major platforms for SEM, Google AdWords (which is on Yahoo Bing Network). SEM also involves Display Advertising, Mobile Marketing, Paid Social Advertising and Search Retargeting & Site Remarketing. Professionals with digital marketing certification can handle all these aspects of search engine marketing with a high level of precision.
You can either opt for a single point strategy such as PPC or go for a complete SEM strategy which includes display and retargeting. But no matter what you do, you should make sure that your campaign is handled by experts so that your budget doesn’t go haywire because of wrong planning.
Recent algorithms from Google such as Panda, Penguin and Hummingbird have confirmed that content is the most significant metric when it comes to filtering search results. Content can be created in a wide range of formats such as blogs, e-books, articles, case studies forums, images, infographics, banners etc.