Internet Marketing – The Facts

Ten years ago, everyone had to have a website. Today, you not only have to have a website, but now it has to be SEO’d and Linked In to Facebook while you Tweet about your company’s latest App.

With an entirely new language to learn on top of all the technology, it’s not always easy to know where or how to start marketing your company online.

Our series of Fact Sheets offer more information about internet marketing. They’re designed to arm you with the knowledge to decide whether or not internet marketing is suitable for your company, and if so, the best approach to take.

This sheet deals with the basics by translating some of the commonly used words and phrases relating to internet marketing.

What is a Search Engine?

A web search engine is used when you search for information on the internet. Google is the most widely used search engine worldwide, with over 90% of internet browsers using Google to search for information. Yahoo! has approximately 4% share of the market and Bing (previously MSN Search) around 3%. Other search engines, such as Ask.com, mop up the remaining search enquiries.

What is SEO?

SEO stands for search engine optimisation. It’s the phrase used to describe the techniques and processes used to improve your website’s ranking on search engines through ‘organic’ (or unpaid for) search results.

What is SEM?

SEM stands for search engine marketing. This phrase refers to all types of paid and unpaid marketing used to increase your website’s visibility on search engines.

What is internet marketing?

Internet marketing – also known as digital marketing – is an all-encompassing term used to describe all types of marketing and promotion of products and service, over the internet. It includes web marketing, online marketing, search engine marketing and email marketing.

What is email marketing?

Email marketing is a form of online direct marketing. It uses emails instead of postal letters or flyers to send out a marketing message to targeted audiences.

What are keywords and keyword phrases?

Keywords and keyword phrases are words and groups of words that people will use to search for your products and services. Taking The Design Mechanics as an example, keyword phrases that people looking for our services might use include, ‘design agency Huddersfield’ ‘Huddersfield design agencies’ ‘graphic designers West Yorkshire’ etc.

There are any number of keywords and keyword phrases that might be used to search for your company’s products and services. The skill is identifying the most relevant keyword phrases for your organisation.

Why is Google so important?

Google is an American company that provides a range of internet services. One of the most common is Google’s search engine, which allows people to search for answers and information on the internet. It is the most widely used search engine in the world, with a worldwide market share of over 90%. Google logs a reputed 2 billion searches a day, in other words, an estimated 300 million people use Google to search for the products/services/information they’re looking for, every day. That’s why a number one spot on Google is so coveted.

How does Google’s search work?

When you type a keyword or keyword phrase into Google, it scans the internet for sites that contain those words and phrases. In a fraction of a second, it ranks the sites depending on the number of times the words are used, where the words are used, how the site links to others and the site’s quality. For an excellent explanation, visit www.google.com/howgoogleworks/

What is Google AdWords?

Google AdWords is the advertising arm of Google. It allows you to advertise on the pages that appear when certain keywords or keyword phrases are entered into Google’s search engine. See www.google.com for more information.

What is PPC and how does it work?

PPC stands for ‘pay per click’. It’s a method commonly used to charge for internet adverts. The advertising pays a set amount every time a browser clicks on the advert. As you only pay a few pence when (and only when) someone clicks on your advert, it can be a very efficient form of advertising.

Buyer beware:costs can soon add up as you also pay if someone clicks on your advert by mistake or clicks through and then leaves your site within seconds.

PPC is no guarantee that someone will purchase your products and services. That’s why it’s crucial that you’ve researched thoroughly the relevant key words and have an effective, professional looking website that is easy to navigate and encourages the browser to take the action you want them to take (i.e. call you/purchase your products).