Internet Marketing: SEO, PPC, and Online Public Relations Guide

This report provides an overview of internet marketing, focusing on search engine mechanics, optimization (SEO), and pay-per-click (PPC) marketing. It discusses the advantages of search engine marketing, including its reach and speed, and emphasizes the importance of website popularity through ratings and link building. The report also examines opt-in email marketing, highlighting the use of newsletters for customer engagement. Furthermore, it explores guidelines for best practices in online public relations, emphasizing manipulation and persuasion through factual information. Finally, the report touches on the usefulness of new digital media communities, like file-sharing sites, in business, referencing various digital media platforms. This document is available on Desklib, a platform offering a wide array of study tools and solved assignments for students.

INTERNET MARKETING
AND THE WORKING OF SEARCH ENGINE

2.1 The mechanics of
search engine marketing
 . The advantages of search engine marketing
are that this tool can be useful in addressing a
huge number of customers at a time and the
mode of interaction is also safe and quick
(Pomirleanu et al. 2013, p.177).
 Search engine optimization (SEO): One of
the most complicated issues in SEO is the
interaction between a search engine and a
website. It considers the actual keywords that
are searched by people and the most
searched items by the users (Fritz, 2013,
p.132).

Popularity of the site:
 The popularity of the site is
one of the major factors in
search engine marketing.
Net ratings and other forms
of rating measure the traffic
and the data is sent to the
potential clients.

Link building:
 Linking to other sites is considered
to be one main ways to judge the
popularity of a site. It means that
somebody else other than the
webmaster has liked the site and
therefore he or she has put a link in
his site to this site (Corley et al.
2013, p.188).

PPC marketing:
 This is another tool of this type of
marketing in which the advertisers
actually pay for every click that a
customer does on the advertisement
on the search engine or other site.

2.2 A suitable opt-in
email marketing
newsletter An opt-in email marketing newsletter
is used when someone clicks the
option that confirms that he or she is
ready to receive lots of e-mails. A
newsletter is developed to send to
the potential customers.

2.3 Guidelines for best
practice in online public
relations
 Online public relations share the
same business objectives and goals
as the traditional public relations.
They focus more on manipulating
and persuading people in a way that
they believe in the facts presented to
them and they do not focus solely on
the information about either product
or the company for that matter.

2.4 Usefulness of new
digital media communities
like file-sharing sites
in businesses
 By file-sharing, giving access or
reach to the different digital media
platforms are meant. The list
includes the different contents
relating to multimedia, documents
and other computer programmes
(Yeh et al. 2017, p.14).
 .

Reference List:
 Pomirleanu, N., Schibrowsky, J.A., Peltier, J. and Nill, A., 2013. A review
of internet marketing research over the past 20 years and future
research direction. Journal of Research in Interactive Marketing, 7(3),
pp.166-181.
 Fritz, W., 2013. Internet-Marketing und Electronic Commerce:
Grundlagen—Rahmenbedingungen—Instrumente. Springer-Verlag.
 Corley, J.K., Jourdan, Z. and Ingram, W.R., 2013. Internet marketing: a
content analysis of the research. Electronic Markets, 23(3), pp.177-
204.
 Rastogi, E. and Khan, M.S., 2015. An analytical study of online
advertising and its co-relationship with green marketing for facilitating
sustainable marketing effectiveness. IJAR, 1(5), pp.182-184.
 Sweeney, S., MacLellan, A. and Dorey, E., 2015. 3G Marketing on the
Internet: Third-Generation Internet Marketing Strategies for Online
Success (Vol. 1). Marketing Publications.
 Yeh, C.H., Wang, Y.S., Li, H.T. and Lin, S.Y., 2017. The effect of
information presentation modes on tourists’ responses in Internet
marketing: the moderating role of emotions. Journal of Travel &
Tourism Marketing, pp.1-15.