There have been growing disputes (finally!) about the terms “SEO and SEM” being outdated.

There are those who define internet marketing as search engine optimisation, PPC and a bit of link marketing. But for those who have been in the business for a while, internet marketing is a much wider subject with far more actions. That is, if you want to see results.

I have always termed the whole process as “Web PR” where PR stands for public relations but not in the traditional sense. When conducting a marketing campaign you need to reach out to people and communicate with them ie relate to the public. As social media has taken off, so the word has got out about engaging with consumers and potential customers, and strategies are being developed to do that.

This is where “Inbound marketing” comes in (see video below!).  Traditional marketing has meant spending thousands on putting adverts etc out there that then endeavour to push people to your website, product, service etc. What is now attracting much more focus is the pull aspect.

*You* get out there, rather than your ads, and by contributing, sharing, engaging etc with others, you slowly but surely, pull them into your website with  links to your products, information, advice, expertise and so on.

For some people involved in SEO, it has long been known that relying on just the search engines to bring traffic simply isn’t sufficient.  However, the majority of SEO agencies became so bogged down in metrics and optimising infinitely to try to improve results, that it is only with the growth of “tools which cannot be ignored”, such as Twitter, that SEM has finally become a more holistic business practice.

And if you don’t get it, try this inbound marketing video for a perfect explanation!!

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.