With the increasing prevalence of technology, digital marketing is becoming more and more important. Businesses can not only market their products through online platforms, but they can also use digital tools to communicate with customers and grab their attention. This guide will help you understand different areas of digital marketing, from SEO (Search Engine Optimization) to Content Marketing and Social Media Marketing. Each area involves a wide variety of skills that you will want to learn in order to be able to effectively promote your business in today’s world.

SEO (Search Engine Optimization)

SEO is the process of improving the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural”, “organic”, or “earned” results. This includes both organic search results and also paid advertising links. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers. Optimizing a site may require editing its content, adding content, doing HTML keyword research on competitors’ websites, analyzing keyword data from tools such as Google AdWords and long tail keyword research, choosing which keywords to focus on when optimizing for organic traffic in conjunction with other tactics such as backlinking and social media promotion.”

SEM (Search Engine Marketing)

Search engine marketing, or SEM, is the use of paid advertising to drive traffic to a website. This can be done through text ads within search results on Google or Bing, paid links on the SERPs (search engine results pages), or by purchasing an ad space at the top of Google’s display network.

The most common type of SEM is PPC (pay per click) ads, which are usually at the top and right side of your SERP so that they’re visible as you scroll down. These are also called sponsored ads because they can be purchased directly from either Google or Bing Ads platforms (or both). PPC campaigns enable you to bid on keywords relevant to your business that will then show up alongside organic listings when people search them. If someone clicks on your ad listing and visits your site from there, then you get charged for these impressions (you don’t pay for clicks).

Content Marketing

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing is a way to attract and retain customers by creating and sharing valuable, relevant, and consistent content with them.

Content Marketing Institute explains it as “a strategic marketing approach focused on creating and distributing valuable, educational information to attract buyers…”

Social Media Marketing

Social media marketing is a great way to reach your target audience, build brand awareness and get your message out. It can also be cost effective.

You can use social media for content marketing as well as advertising. You can create posts that are informative or promotional in nature, or both depending on what you’re trying to accomplish with each post you publish on social media channels like Facebook and LinkedIn. For example: A dentist could post photos of the staff at their dental office smiling at the camera while wearing their scrubs along with any new technology they have recently implemented (like LED lighting). They could include links in those posts so that people who click through would see more information about what makes visiting them different than going elsewhere for care (i.e., free cookies after every appointment).

Email Marketing

Email marketing is a form of direct marketing that uses email to send promotional messages, often including discounts, special offers and product announcements. In comparison to the regular postal service, emailing has a number of advantages when it comes to reaching customers:

  • It’s cheaper than other forms of direct mail because it doesn’t require printing.
  • It can be personalized based on user data and customer history.
  • It’s convenient for recipients because they can read emails at their own pace (unlike physical mail).

Google Ads (Pay Per Click, PPC)

Google Ads (aka PPC) is the most commonly used form of pay-per-click advertising today. It’s an online advertising platform run by Google, which allows businesses to put ads on Google’s search engine and other websites that are part of Google’s Display Network.

  • An advertiser picks what they want their ad to say and where it will appear. When someone clicks on their ad, they may be taken to a landing page or sent straight through to their website.
  • This type of marketing is called “pay per click” because advertisers only pay when someone clicks on their ad – not for impressions or engagement time spent looking at it – so it can be very cost effective if done well!


Search engine marketing (SEM) is the practice of using paid search results to drive awareness and traffic to your website. In today’s digital age, it’s more important than ever for brands to invest in this type of marketing strategy. Digital marketers use search engines like Google or Bing for their campaigns because these platforms help potential customers find you easily when they are searching online with specific keywords related to products and services you offer. We hope that you have found this guide helpful and remember MK Marketing is here for all your digital marketing needs!


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