Digital Marketing Corner

By Maddison Elder, November 12th 2025

1. What is SEM?

One of the most important techniques/components of growing online. Search marketing is an essential process that drives traffic and visibility from search engines through both paid and unpaid methods we will explore throughout this article.

3 Components of a Search Engine:

• Crawler (also known as ‘bot’ or ‘spider’
• Index (eg. a massive database)
• Query processor (returns a search engine results page (SERP) after querying the index.

Examples: Google, AOL, Ask, Yahoo, DuckDuckGo, Google, Baidu, WolframAlpha, Bing

2. What is SEO?

SEO is important as it is a set of practices made to improve posiiton and visibility of your website in organic search results. This is a fundamental process for improving the quanitity of traffic that will flow through your websites and the position that your website will land on the search engine.

Steps for SEO Fitness

1. Goals: Make your goals
2. Keywords: highlight keywords that will you use.
3. On-page SEO: get your website to ‘speak Google’
4. Content Marketing: Content creation targeted for Search Engines and humans.
5. Off- Page SEO: build links, leverage social media and go local.
6. Metrics: Measure and analyse results.
7. Learn: Analyse all the above.

SEO Approaches

1. On- Page SEO: identifying keywords, links which will be optimal to improve SERP.
2. Off-Page SEO: Outside actions outside of your website. Eg. Prmotions, influencer postings
3. Technical SEO: Internal actions within the website. Eg cosing, speed, indexing.

3. Importance of PPC

PPC = Pay per click

PPC is a crucial strategy in providing new traffic into your webstie, as it can be applied in your budget, however would garatee new interactions, and can be targeted to your specific audience, that would be the ideal consumers for your webstie.

PPC can be used to drive your website higher in the desired search engine, therefore promoting your website to more people instead of earning your clicks by the ‘SEO Approaches’ with Google being approximately 90% of the digital advertising market.

4. Web Analytics

The last component to maximising traffic on your page or website is adopting a good web analytics strategy, where it is crucial way to decuce the story behind the data, gain insghts, and increase business performance.

Benefits of Web Analytics

• Identifing the target audience
• Conversion Challenges
• Consumers likes and dislikes
• Increase consumer experience.

Examples: google analytics, adobe analytics, kissmetics, facebook insights.

By using analytics it views what you are doing correctly and not correctly. As it depicts a profile of the target audience and what they want from your service, therefore resulting in what you need to change to continue growth within your page.

Conclusion

By adopting these 4 techniques, you will drive your page or website towards the optimal growth you desire, increasing traffic and potential sales or clients if that is your goal.