Search Engine Optimization (SEO):

• This is the process of ↑sing the quality and quantity of website traffic by ↑sing the visibility of website or webpage to user.
• According to google knowledge graph, search engine optimization is the process of maximizing the number of visitors to a particular website.
• SEO made up of one-page and SEO page activities.
• On-Page optimization directly handle the structure and content of a website.
• Off-page optimization is change done to website offline.
• Search Engine: is a s/w system that is design to carry out web search. (internet search).

Components of SEO:

• Incorporating selective keyword naturally into title tag meta description heading.
• Blogger posts and page copy optimized with quality
• Clean and formatting page URL
• Optimized page lead speed.
• Social sharing integration within your center.

Dig.: Search Engine Marketing.

• SEM is focus on improving the websites visibility.
• SEM involves things such as search engine optimization (SEO) Keywords research competitive analysis, paid listing.
• The main difference between SEO and SEM is that SEO is component of SEM.
• SEM include components of paid search.
• SEM work with 2 approaches.
• SEO Method: Done through unpaid or free search.
• PPE Ads: (Pay Per Click) It is done through paid search. 

E – Mail Marketing:

• E-mail marketing is the process of sending a commercial message to a group of people.
• It involves using email to send advertisement, business request.
• Email marketing is playing an important role in providing a better customer shopping experience.
• Once you pay for your order immediately you get the confirmation email.
• Customer also ask questions about products, price, experience, general info, mention about product.
• Personalized email helps your customer connect with your company/Business.
• Establish trust and engage via email.
• Talk with your customer individually.
• Listen and respond in cross channel conversation
• Email is backbone of marketing
• Email marketing active 3 primary objectives

1. To Build loyalty
2. Trust
3. Band Awareness.

 Email Marketing use for purpose:

• Enhancing relationship with customer.
• Encouraging customer loyalty
• Acquiring new customers
• Convincing current customer to purchase your products
• Sharing third party advertisements.

Digital Display Marketing:

• Digital Display marketing is advertising on the internet.
• The advertising media used are images, videos or animations and text links and moving images.
• The objective of DDM is to face brand awareness and reach.
• Display marketing include display advertising, online advertising, Banner advertising and internet advertising.

• Digital Marketing main purpose of display advertising and brand message to site visitors.
• It is Type of online advertising that come in several forms including banner ads, rich media, audio, video, animation, image etc.

Advantages:

• Large scope of campaigns
• Different target group (customers) can be addressed directly
• Display advertising and concepts for target group
• Graphics banner are also compatible with mobile application.
• Effective performance.
• User are immediately enticed to buy.
• Image and brand building
• Improve brand awareness
• Simple for monitoring and reporting.

Disadvantages:

• Due to congesting of display advertisements user sometime develop blindness to banner.
• Sometime most of advertisement hiding due to information overloaded.
• Sometime ad blocker prevents to display online advertisement.
• Banners have very low click rate
• Click on display advertisement on mobile devices are random
• Some display advertisement can worsen the user experience and leads to undesired effects.
• Display marketing in certain context can have negative effort on the brand. 

Difference Between SEO and SEM:

SEO	SEM
It focuses on optimizing a website in order to get traffic from unpaid search	It focusses on to get traffic and visibility form both unpaid and paid search.
SEO is component of SEM	SEM is brand term that include SEO
Pay nothing when user clicked	Pay each time when user clicked
Shown select to anyone	Shown select to target audience
Result of SEO take a time	Result of SEM is immediate
SEO provide value over a time	It does not provide value over a time
Click through rate is Higher	Click through rate is lower
SEO testing is not better than SEM	SEM better for testing than SEO
Cost per click is very high	Cost per lick is low