There’s more to search engine marketing than merely a full force pay-per-click campaign. We strongly believe that search engine marketing should be a comprehensive and holistic marketing endeavor involving various methods of marketing online. Pay per click is just one method, albeit an important one.
The advantage to using pay per click marketing in your search engine marketing plan is that you have more control over your budget and your message. You can also drive targeted traffic to your website much more quickly with PPC than you can other methods. But I’d never use PPC as the only marketing method online.
Natural SEO is still very important and you want your natural SEO efforts to compliment your PPC efforts, and vice-versa. But you might also incorporate other methods of marketing into your search marketing plan.
Usually, companies don’t think of social media marketing as a part of SEM. But it can be. If you engage your prospects in such a way that it affects your SEO and overall SEM efforts then it can be an integral part of your overall search engine marketing strategy. The key is to keep it all consistent.