Basic concepts in digital marketing

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SEO is the optimization of content to achieve good organic positioning in search engines (mainly Google), so that the brand appears in the top positions in a given search, while SEM is the paid positioning in those same search engines, an important part of the spending that brands make today on advertising campaigns.

Smarketing : Term derived from the union of 'sales' and marketing. Process of aligning the efforts of sales and marketing teams based on the objectives of their business or organization.



Topic cluster : SEO strategy that allows you to ceo email list structure the content of a website related to a generic and strategic topic for the brand ( core topic ), in order to, with the help of a system of internal links, concentrate the SEO strength of that term on a pillar page that develops that topic in depth.



Web usability : This is a feature that every website should have and refers to its ease of use for visitors . The user should be able to navigate intuitively, easily and safely in an environment with clear functionalities and optimal loading times. Closely related to user experience (UX).

User Generated Content : Also known by the acronym UGC, it is any form of content (posts, tweets, images, videos, reviews...) created by users or consumers about a particular brand or product. UGC is not paid for and its authenticity makes it a highly valued type of content by companies, because we tend to trust people more than brands.



Inbound sales : The inbound sales methodology distinguishes 4 phases: identify, connect, explore and advise. This personalized sales process focuses on the critical points that buyers pay special attention to and is closely related to their buyer's journey .

Video marketing : This involves using different video formats to promote and market a brand, product or service. In recent years, video has become one of the most widely used tools on the Internet and social networks.

Workflow : A workflow consists of programming a series of chained actions (for example , a sequence of emails) to automate a brand's marketing and sales efforts, as well as certain internal processes within a company.



YouTube : More than a third of our online time is spent watching video. YouTube is not only the social network par excellence for sharing and viewing video content, but it is also the second most important search engine in the world, only behind Google.



ZMOT : A term coined by Google, it stands for Zero Moment of Truth. It is the time that elapses from when the user learns about your product or service and begins to research it on the Internet until they buy it.