As a business owner, you’ve probably heard the spiel on SEO, internet marketing, Google rankings and more. But perhaps it all just seems like a lot of jargon. You’re being told you need to invest in your online presence, but perhaps you’re not quite sure just what you’re investing in.
In this article, we’ll break down some of the terms so that you can decide what you need – and who to hire to achieve your goals.
What is search engine optimization?
Search engines like Google and Bing work something like glorified librarians of the internet. When people type in a word or question, a search engine will scan all the pages on the internet and spit out the most relevant results. Each search engine has its own secret algorithm – or recipe – for finding those results.
If you have a business website, you want people to be able to find you. The internet, however, is immense, and there are likely many other sites similar to yours – perhaps even offering identical products or services.
Search engine optimization, or SEO, ensures that your website has all of the right elements that a search engine looks for – things like key words, titles, links, and even your online reputation. A search engine optimization expert will look at each aspect of your website and “optimize” it, so that when someone searches for what you offer, your site will be found by the search engines.
What is internet marketing?
Internet marketing, simply put, is marketing a product or service on the internet. It is an invaluable resource in the marketing world because of the low costs and highly effective nature of the internet. With a well-planned marketing campaign you can quickly hit a global audience at a fraction of the cost of traditional advertising.
Internet marketing directs traffic to your company’s website through several techniques:
- Business analysis is an important first step. Marketing experts will do a thorough market analysis and competitor analysis, and thus come up with an effective marketing strategy.
- Keyword targeting ensures that you are using the keywords on your site that will get you the most results. This means understanding what words people search for when they look for a certain product or service and using that knowledge to your advantage.
- Great web design and content is an important aspect of marketing. The more aesthetically pleasing your site is, and the more engaging content you provide, the more people will be drawn to your site.
- Monitoring is a vital part of a successful campaign. A successful web launch and initial campaign is only a start. Ongoing analysis is important to ensure that you are hitting the target with your campaign and seeing acceptable results.
How do these two work together?
While the two fields do sound similar, there IS a difference. SEO deals directly with the science of search engines and is intimately involved in improving the quality or quantity of traffic to a site via “natural” or “organic” search results.
Internet marketing, on the other hand, deals more with the aspect of “selling” your company and service online. Marketing does certainly have a much broader scope, and SEO does at times fall under the umbrella of an internet marketing campaign.
So while search engine optimization experts may be skilled in a broader marketing sense, their primary purpose and goal is dealing with search engine results. Many internet marketing companies do offer a broad scope of services, including search engine optimization, making things easier on you as a business owner.