| Search engine optimization (SEO) is about | | | | buy a car, they will want to find out more |
| maximising a search engines' search results | | | | information about the type and build of cars |
| through unpaid means so that a website appears | | | | available. They would probably consult their |
| near or is at the top of the results, and | | | | friends, family, experts and other trusted sources |
| therefore, drastically improving the volume of | | | | about their driving experiences. They don't simply |
| traffic flow to it. SEO, as an internet marketing | | | | pick up a car magazine, look at the car that is on |
| strategy, is used to increase and direct traffic | | | | the cover, and automatically buy that car. Here |
| flow to a specific website with the aim that sales | | | | lies the crux of the matter; while SEO might bring |
| volume will increase as a result, to gain visibility for | | | | in the traffic and people to a website, that doesn't |
| the website, or other such similar means. Social | | | | necessarily translate into good sales. The way |
| influence marketing (SIM) is about combining and | | | | people make purchasing decisions in the real world |
| harnessing the power of social media (blogs, | | | | is finally being realized on the Internet; they |
| podcasts, social networks, wikis, etc.) and social | | | | consult with each other on YouTube, MySpace, |
| influencers (people who write content for these | | | | Facebook, Twitter and other social media |
| social media and have considerable influence | | | | platforms before making informed purchasing |
| among their peers) to meet marketing and | | | | decisions. What this means is that people are |
| business needs. | | | | relying less on search engines and more on their |
| The evolution of social networking online has | | | | social influencers when making purchasing |
| progressed so swiftly that a transition from SEO | | | | decisions. Indeed, it is quite ironic that search |
| to SIM methods of marketing online is to be | | | | marketers are now receiving more traffic from |
| warranted. A decade ago it would have been | | | | links that are on other websites than they do |
| feasible to use SEO methods to push a website's | | | | from search engines. |
| rankings up on a search engine so that more | | | | In conclusion, the online marketer must take into |
| traffic will travel to it and hence, to have | | | | consideration not only the consumer, but also the |
| increased sales. This is under the assumption that | | | | social influencers of the consumer when planning |
| people are making their purchasing decisions alone | | | | marketing campaigns to influence purchasing |
| or with a very limited number of sources. This | | | | decisions on the Internet. SEO marketing |
| would have been the case then as social | | | | techniques rely on only one channel, search |
| networking online is still in its infancy and there are | | | | engines, to market their products and make their |
| not as many peers and social influencers on the | | | | presence known. SIM harnesses the networks of |
| Internet for the purchaser to share information | | | | social media platforms to effectively reach out to |
| with as compared to now. | | | | hundreds and thousands of people through many |
| Actually, the way of purchasing has come full | | | | different channels. |
| circle in a way. For example, if someone wants to | | | | |