Written by: Santilga | 29/07/2010
Marketing plays an important role in the world of business. Businesses generally used printed publications like newspapers and magazines, postal mail, radio, and television as platforms for their advertising, and they still. Businesses now can reach estimated customers and clients through the internet. Marketing campaigns now comprise advertising online as well as advertising through the traditional platforms.
Web marketing means having information available on the World Wide Web for prospective customers to see or hear. They would only be able to do that if they were connected to the internet which is a system of connected networks and computers that actually connects people from around the world. A computer that is online is connected to the internet right then and allows interactions between the user and the online web pages.
In case online want to have information on a particular subject or item, they will use a search engine to guide them to some web pages that are relevant to what they are seeking. The relevance of the web pages shown in the search results depends in large part on them containing the keyword the searcher entered into the search engine search field. So if a business has carefully crafted its website to hold the proper keywords that are relevant to its products or services, it is more likely to get exposure in what is referred to as natural search results. This is one form of search marketing. But businesses can also buy exposure on search results pages through the use of keywords. They can pay to have a link to their chosen web page show up in a different area of the search results page. The more popular the keyword, the more the business has to pay to have a link to its website be among those displayed when someone types that keyword into the search box. This is referred to as paid search.
Web marketing, online marketing, and search marketing are all connected to the same thing, marketing to internet users. There are some nuances that variate among them, but in general they are the same. There are other ways for prospects to be directed to a website besides through a search engine. They may have the exact website address, so they do not need to use a search engine. They could have gotten the address by word of mouth, or they could have gotten it from a business card, a radio or TV ad, or a billboard. Or they may have encountered a link to the website while they were on some other site. But since search engine use is the dominant method used to find information online, thinking of and approaching online marketing from a keyword search or search marketing basis is wise.
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