There are three basic types of online marketing, paid, owned, and earned. Each has a distinct role. However, most businesses use a combination of these.

Paid media involves advertising, directing traffic to a website or property. Typically, these ads must be tailored to the target audience. They should not appear spammy or overly aggressive. Investing in paid media is one of the most effective ways to drive traffic to your owned media properties.

Earned media refers to the mentions, shares, and recommendations that occur on a website. It can take several forms, including user-generated content, recommendations from peers, or even third-party sites picking up your content. A good SEO strategy can help you earn the attention of these people, and can be the most effective way to garner earned media.

Using a combination of SEO and paid media can help your business reach more people and achieve more engagement. The combination of these two forms of online marketing can deliver results today, and in the future.

Search engine optimization is the process of improving a website’s performance in the search engine results pages. SEO focuses on generating organic traffic. Unlike paid marketing, you do not have to pay for SEO. Rather, you can make sure that your site’s tags and content are useful and relevant to the community.

Among other things, a well-designed SEO plan will help your web site rank higher in the organic search results. This will lead to more engagement and possibly ‘fans’ for your site.