Online Marketing Hierarchy and Definitions

Here is a brief list of common terms with my version of their definitions and their hierarchical structure.

Online (or Web site) Marketing: I think a case can be made that online marketing and web marketing are two different functions, but only slightly. However, with the advent of pay-per-call will be entirely possible to market online without even having a website. Not sure if this would be beneficial or not, but possible. I put here a distinction between online marketing and search engine marketing because the functions of marketing online, while including search engine marketing, search engines can bypass it altogether.

Examples: email marketing, link buying, rent or exchange (when it is done for the exhibition, relevance search engine), the placement of online advertisements, web site design, usability, conversions, etc.

> Search Engine Marketing: SEM is the primary subset of online marketing and focuses its marketing efforts primarily web-site to get more exposure through search engines.

Examples: SEO, Pay-per-click, press release distribution, link building (all forms), keyword research, traffic analysis, etc.

>> Search Engine Optimization: SEO is the act of manipulating a website is on-and off-page factors that cause search engines to recognize your site as relevant to specific keyword phrases. The main function of search engine optimization is getting a website ranked, drawing new traffic to the site. What happens once it is reached, the strict definition (and the one used by most "SEO" companies) is not under the jurisdiction of the SEO company. Usability and conversions are both functions higher up the chain.

Examples: code and text optimization, keyword research, link building, relationships, etc. ranking

Many of the works to be executed may cross each other categories. For example, keyword research is the function of SEO and SEM, the same with link building. It is important, however, to recognize the distinctions in each of these categories. While everything an SEO is not considered a function of "online marketing", if you hire a SEO service SEO or buy one, do not expect to receive marketing or search engine marketing services in line with that. And if you want those services included, be prepared to pay substantially more for the service ....