A broad field for specialized agencies and service providers is getting acquainted with structures and concept depictions in online marketing. This sometimes gets to the point that it would almost be better not to try explaining it to customers at all. Online marketing, web marketing, digital marketing, SEM or Internet marketing are concepts whose meanings are often closely related. The graphic is a simple introduction to the structuring of online marketing procedures. We will start out with the most important branch (SEM, SEO, SEA, ….).

Online marketing includes marketing activities that occur with the assistance of the Internet and are implemented through online media. Online marketing can be roughly divided into the areas of Internet, newsgroup, and e-mail marketing. Internet marketing constitutes the largest section of the three. In addition to the areas already mentioned (SEM, SMM, AM), this also includes banner and layer advertising.

Search engine marketing (SEM) is a branch of Internet marketing that includes any measures aimed at gaining website visitors using search engines. SEM divides into the subcategories of search engine optimization (SEO) and sponsored ads (SEA, Search Engine Advertising).

SEO (Search Engine Optimization) includes any activities geared towards findability and ranking in normal or organic search results. OnSo (On Site Optimization) and OffSO (Off Site Optimization) are used as a means to this end. OnSo is applied directly to the Internet presence, such as with landing page optimization. OffSo represents strategies outside of the actual website such as so-called link building.

SEA (Search Engine Advertising) is paid advertising or connection with search engines such as Yahoo (YSM) and Google AdWords). Companies who want to have a top position in the search results can buy a good ranking with keyword targeting.