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Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic" or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users, these visitors can then be converted into customers.

Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising.

Content Marketing

Content marketing means attracting and transforming prospects into customers by creating and sharing valuable free content. The purpose of content marketing is to help the company to create sustainable brand loyalty and provide valuable information to consumers, as well as create willingness to purchase products from the company in the future. This relatively new form of marketing usually does not involve direct sales. Instead, it builds trust and rapport with the audience.

Social Media

Users typically access social media services via web-based technologies on desktop computers, and laptops or download services that offer social media functionality to their mobile devices (e.g. smartphones and tablet computers). When engaging with these services, users can create highly interactive platforms through which individuals, communities and organizations can share, co-create, discuss, and modify user-generated content or pre-made content posted online.

PR Management

Public relations (PR) is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, a nonprofit organization) and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.

Community Building

Community Building is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. Whereas marketing communication strategies such as advertising, promotion, PR and sales all focus on attaining customers, Community Marketing focuses on the needs of existing customers.

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