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Search engine marketing is all about getting your website to appear at the top of the results when someone searches for your brand, your products and services and other relevant words and phrases. Think Google (let’s face it, [Link removed - login to see] that’s the main one) but also Bing (often installed on business computers, so good for B2B!). It includes both organic or natural search (search engine optimization, or SEO) and paid search (pay per click, or PPC) and both desktop computers and mobiles (as well as smart home assistants these days—see number 10—audio marketing).

Display advertising, also known as banners, is a lot like the traditional print ads you’d get in magazines, except that they are online, and you can target specific publications that you know your audience reads. It has become much more sophisticated now with programmatic advertising (where ads are [Link removed - login to see] booked, analyzed and optimized automatically using algorithms) and retargeting (like when you look at a pair of shoes on your favorite department store website and then those shoes follow you onto every website you visit for months afterwards).

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