The Basics of Digital Marketing and Search Results

The Basics of Digital Marketing and Search Results

Digital marketing is always changing and can be hard to keep up with at times. So, to help stay up to date with digital marketing and search results, we wanted to provide you with a back to basics guide, so you know what to expect, can understand the importance, and find what triggers the results that users are seeing.

The Digital Marketing Umbrella

Under the digital marketing umbrella, you will typically find affiliate marketing, email marketing, social media, pay-per-click (PPC), comparison shopping engines (CSE), and search engine optimization (SEO). 

All of these components work together to create a successful digital marketing strategy for your business. Here are a few terms you should be aware of as we go further into the discussion:

  • Browser: this is the way you get onto the internet. For example, Chrome is owned by Google or Safari which is owned by Apple.
  • Search Engine: this is what drives search results. For example, Yahoo, Google, and Bing
  • Keyword: this is what a user types into the search bar to find results.
  • Landing Page: after clicking on a search result, this is where the user will end up first
  • URL: this refers to the web address that a website is given
  • Conversion: this is when a user performs a desired action like making a purchase or signing up with their email

Now that we have covered the terms, let's take a closer look at the components we listed under the digital marketing umbrella:

Affiliate Marketing

This works well for larger advertisers that are already established. Whenever a sale is made, commission is received on that sale. Affiliate marketing is a way for a business to bring in advertisers and publishers to help make additional sales.

Email Marketing

This is digital marketing that is done through email correspondence and newsletters. It is considered one of the highest forms of conversion and is a good way to engage with existing customers and encourage additional purchases.

Social Media

Social media platforms play a vital role in business these days, and it also can affect SEO because social media is what can help drive traffic to your site through a backlink. Social media posts also promote interaction with the customers and allow for more exposure for the brand.


This is when you bid on keywords so that your ad can be triggered by a search performed by a user. The goal is to get the user to click on the ad, land on your page, and take the desired action once there. Search is the most basic component of PPC. Google Ads and Google PPC Ads are a few examples of these kinds of searches.


This is related to PPC but is only for those eCommerce stores hat have tangible products to sell with prices. Lawyers, for example, cannot advertise on a CSE because they provide services rather than products. A Google Merchant Center account is needed with a Google Ads PPC account if you choose to use Google Shopping.

As you can see, this is a basic rundown of some of the more integral components involved in searches and digital marketing. For more information, contact ignitedLOCAL today. 

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