SEO Perth | White Chalk Road

Internet Marketing Strategy

Before we go into the strategy, you need to know that there are three primary sources of visitors to a website, measured by most web analytics packages:

  1. 1. Direct traffic (web address or bookmark)
  2. 2. Search Engine Referrals
  3. 3. Other Referrals/Referring Sites
    Search Engine Referrals can be broken into:

  • Paid Search (aka sponsored search or PPC advertising)
  • Non-Paid Search (aka organic or natural search)
    Other Referrals can be broken into:

  • Paid Referrals (aka display or banner ads or paid links)
  • Non-Paid Referrals (aka organic or natural referrals from other sites)

Whether something is directly paid for and finely measurable (Paid) or indirectly paid for (there is no such thing as absolutely free presence on the web) and roughly measurable (Non-Paid) fundamentally effects the way in which search results are served to the user and how a marketer might influence them via an online campaign.

This is why we, at White Chalk Road, break down our strategy into Paid versus Non-Paid and then further from there.  

    The packages/plans we offer reflect this breakdown:

  • Our Paid Search services are called our Paid Search Plans (aka Google Adwords Management).
  • Our Non-Paid services are called our Search Engine Optimisation (SEO) Plans and Web Marketing Plans.

Since building relevant, Non-Paid ‘Other Referrals’ through links from other websites is also an essential part of building traffic via Search Engine Referrals (due to link reputation influencing keyword positions in search engine result pages or SERPs), we include this in our ongoing Web Marketing Plans that supports our initial SEO Plans.

Sometimes we see the benefits of both Paid and Non-Paid Search and the synergy in applying a careful ‘blended approach’.

For our definition of SEO and SEM, see our Glossary of Terms Page.

Which is the right marketing strategy for your business?

In determining what is the best campaign strategy for a particular business, it is important to realise that there is no ‘one size fits all’ and no best method.  Indeed, even ‘best fits’ often change depending on time and competition. Often, a blended approach, where the budget is flexible enough to vary the paid versus non-paid component emphasis, is a good fit to a business. Read more about the benefits of a blended approach of paid search and search engine optimisation.