The tree that is Web Marketing

Bélinda B.
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Web marketing is like a tree. He grew up as the years ticked by. Acronyms to describe a new method continually added over time. You can see the tree as the SEM [1]. It represents a solid basis. Each of the branches scattered leaves is SEO [2] CPA [3], SMO [4], CRO [5], LPO [6] and CTA [7]. All these elements must occupy the same space. They intermingle, agree or instead, compete as a family. The act does does not always designate the winning side, but seeing how each party can coexist harmoniously with others. Before all this, take the time to define each of these acronyms. At the end of this article you will be well familiar with these terms, or at least before the tree still grows a little more.

 

SEM: The solid base

 

The trunk is the SEM. In English, this acronym means Search Engine Marketing. See SEM as the road to SEO, optimization and positioning of your website. This is a set of methods to increase the visibility of a particular website on search engines. That's why SEO and SEM are part of the CPA. The first form of optimization is constant work since Google algorithms change constantly. The second is the purchase of advertising or commercial links on the results pages of search engines. Thus, when a user searches for a given subject, in both cases, you will be immediately visible.

 

SEO and SMO: The SEO

 

You will understand how SEO (optimization for search engines) is related to SEM. The different optimization techniques are the reason the SEO. Google designs its crawlers so that only websites with quality content are visible. Thus SEO experts are working hard to find the best keywords to be recognized by search engines. Your company is the first result of a search? If so, great. If not, it's never too late to rectify the situation. By cons, it would be wrong to say that only search engines can ensure maximum visibility. If you were not in a deep sleep for the past few years, you know that social media is now essential. Users connected to it and new applications are at their fingertips. They no longer need a computer, mobile devices take care of everything. It is in this sense comes into play that complements the SMO SEO. What does it say SMO? In French, we speak optimization for social media or social referencing. What is it about? Again, these are different techniques which have the purpose to attract users on a certain type of content which is promoted on social media. All media are good for advertising: Facebook, Twitter, Google+, LinkedIn, YouTube, Vimeo, etc. Do not forget that blogs are an excellent promotional vehicle. Blogs have even created a new phenomenon: the guest posting. This allows a person to write and publish a text on the website or blog of another person. This method is increasingly used because it can generate more visibility that if one added the same article on his own website. You certainly see the light red arrow that connects the guest posting in SEO? Absolutely. If a person manages to publish his work on the blog of a known and recognized person, it increases its popularity and credibility.

 

CPA: Online advertising

 

We should also mention the CPA. This is the most direct way to get visitors to your website. You pay the search engines for each action: it is a click, it is called PPC (Pay per Click), that is to say, the advertiser pays a lump sum - sometimes subject to an auction- every time a visitor clicks on the ad. This method has a lot of advantages. It is predictable and you know what you get for the amount you spend.

 

CRO, LPO and CTA: Conversion Process

 

A very important branch of the SEM is the CRO is optimizing the conversion rate. While SEO and SMO are designed to lead the user to your website, the CRO is that the user performs a series of actions once it is on your website. First things first. The process begins with the LPO which is the optimization of the landing page. In his article CRO and SEO: SEM Civil War, Kate Morris says the CRO is the new way of talking about LPO. You understand that these acronyms denote similar things. Imagine. The user you are easily found by searching on the search engines or by clicking on an advertisement. By following this link, it lands on a new page. This page must necessarily have quality content and attractive design for the user to accomplish certain actions. What is "share"? Nothing more than the user subscribes to your newsletter. This comes in the CTA or the call to action. CTA should enable an immediate response from the user. The conversion rate is measured by a simple calculation: the ratio between the number of clicks to your website and the number of conversions. Conversion means each time a visitor follows a link which turns into registration in your newsletter or a sale.


Mature tree

You are now a web marketing expert. Everything begins either by the SEO-SMO duo (which is SEO) or CPA (which is paid search) because it is the user action that leads him to you - by the search engines or social media. Then the CRO-LPO-CTA trio aims to convert your user by ensuring that it performs the action you desire. All of these are attached to SEM and can work well with each other. CRO and SEO were often opposed to one another. By cons, their combination can provide you with great results. Just know how to use and apply the various techniques well as your business. For example, if you sell clothes online, a good SEO strategy can be the winner. You can then perform tests on the different actions you want to take when the user arrives at your site (eg. To register for the newsletter). Thus, you are sure to adopt the right techniques for your business and you avoid costly mistakes.

 

Legend acronyms

[1]: Search Engine Marketing
[2]: Search Engine Optimization
[3]: Cost per Action
[4]: Social Media Optimization
[5] Conversion Rate Optimization
[6]: Landing Page Optimization
[7]: Call to Action