As the world becomes more dependent on technology, digital marketing has become more important than ever. 2020 was a prime example of how good digital marketing can make or break your business. While businesses everywhere were shut down, digital marketing allowed businesses to continue to communicate with their target audiences.
In this guide, you’ll learn two of the most essential types of digital marketing related especially to search engines.

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SEO stands for “Search Engine Optimization”. SEO is all about improving the quality and quantity of your organic traffic – or the traffic that you don’t pay to show up on a search result page. Organic traffic is on average responsible for 60% of your website’s traffic so it’s important not to neglect it.


SEM stands for Search Engine Marketing, but you may know it by it’s many other names: paid advertising, PPC or Ads. SEM will get you results (traffic) faster, but it comes at a cost. Make sure you’ve allocated a specific budget for your SEM campaigns.


Once Google’s algorithm decides what to show to users, they’ll see results that typically have paid advertisements at the top, a map and a couple of businesses listed underneath it, and a list of normal Google results.

Google Local Service Ads

Google Local Service Ads are paid advertisements that are displayed at the top of search results for service businesses. Like Angi and Thumbtack, this is lead generation services that list your business and you pay for each lead you obtain through them.

Google Ads

Google Ads are paid advertisements that are displayed at the top of search results. Each time a user searches for a specific search relevant to certain businesses, businesses bid in an auction controlled by Google to be shown in the results and for the top-most spot in the results. These are the results from SEM. Learn more about SEM here!

Local 3-Pack

The Google 3-pack displays the three most relevant local results for a user using the user’s location and business’ Google Business page listing. These results are location-dependent and largely use information users provide on their Google Business page. Check out this article to learn more about updating your Google My Business Listing!

Organic Results

The most relevant webpages for what the user searched for that are not paid advertisements. The simplest way to rank organically is by producing high quality, relevant pages that answers users’ questions in detail. These are the results that benefit the most from SEO, which you can learn about here!
This should give you a great place on how to start digital marketing.
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