It’s a given. Digital marketing strategies are essential to today’s business success. But the associated three-letter-jargon could lead to ISC (I’m So Confused).

Sure, all the acronyms being bandied about can seem a bit much. But no need to raise the white flag. Here are a few tips to make ABCs of those digital marketing mysteries.

PPC (pay-per-click) marketing—sometimes referred to as CPC (cost per click)—is the process of gaining traffic by purchasing ads on search engines. While there are several search engines to choose from, Google is a good place to start.

Begin by setting up an account. Determine geo-targeting for the website visitor you want to attract, and then create an ad group—keywords that describe the products or services you’re offering.

Since ad real estate is limited, use those keywords to create compelling copy telling the user what they’ll get by clicking to your page. Don’t waste money sending click traffic to your site’s home page. Craft a landing page with a strong call to action. Use readily available analytics to test conversion rates. Then refine your ads accordingly.

SEO is short for Search Engine Optimization. It’s the process of ensuring a website appears high on the list of results when someone uses a search engine.

Because search engines are constantly crawling webpages in answer to queries, a site must be built with SEO-friendly architecture to make it easily recognizable. There are technical nuances to perfecting the techniques, but the general rule is simple equals better.

Researching and selecting keywords are important to any SEO campaign. If the wrong keywords are being targeted, customers will be missed and dollars will be lost.

Think of words and phrases a customer may use in their search, based on why you want to draw them to your website. The Google Adwords Keyword Planner can give insight as to how many users are searching by those terms, as well as the amount of competition for their use. The final list should be a mix of broad keywords that bring in traffic and targeted terms to maximize conversions.

Once keywords are selected, the next step is creating pages to effectively support them. Best practice includes naturally working three or four keywords into each page so they won’t appear forced and be interpreted as spam.

The perfectly optimized page includes use of target keywords in:

  • Title tag
  • Meta description (up to 160-character description summarizing webpage content)
  • Headings
  • Image filename
  • Alt Attribute (alternative info for an image if the user can’t retrieve it)
  • Body text
  • URL
  • Internal links


Remember that content is ultimately for the user. Don’t sacrifice readability and relevance for the sake of placing keywords.

Every successful SEO campaign needs a strong link building strategy. Link building is the process of establishing relevant, inbound links to your site to achieve targeted traffic and higher ranking on major search engines. Sites that link back to yours should be chosen based on relevance, topic authority, and trust.

A few of many options include writing expert subject matter to encourage links from other sites, creating local business links by joining an organization like the chamber of commerce or becoming a sponsor for a charity that will link to your site.

These basics just begin to explore what search engine marketing can do for your business.

Mark Sokol

Mark Sokol

Mark is the VP of Product Marketing and Branding at ConnectWise. He has over 20 years of experience with software and technology companies, helping them grow business and improve bottom-line performance. He has successfully developed...

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