Search engine marketing involves promotion of your website through search engines
Specifically, search engine marketing involves improving your appearance within the search engine results pages (SERPs) via search engine optimisation (SEO) and pay-per-click advertising (PPC). The world is changing rapidly with regards to SEO, and what was once considered best-practice or recommended can now bring significant penalties. SEO is moving away from a focus on pure link-building toward a much more holistic view of your business, and the key elements of SEO now revolve around creating high-value content and building relationships with industry influencers. PPC or paid search is also evolving as it gets more competitive. It is extremely important that every element of the customer journey is consistent, tested and optimised.