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Until a while ago, the process of search engine optimization [SEO] with respect to one’s online presence, was still simpler: pick a few suitable keywords that would attract most business and use it multiple times in all your content. The strategy worked remarkably well for business across all industries since the earliest days of the Internet.

However, in recent years, the tables have been somewhat rotated, if not completely turned. 

Search engines like Google are no longer solely concerned with what percentage times a keyword appears, but rather how in-depth and linked the content actually is. They judge the trustworthiness of a source of information— whether or not the people can depend on it?

Two major ways of accomplishing this are Online and Offline SEO Marketing. They are discussed below:

1. Online Marketing:

It is the process of selling goods and products through various online platforms, like, social media pages, ads, e-mails, etc.

Basically, any action that directly contributes to the search rankings of a website is online SEO. A few really common examples of online SEO inaction could be the smallest of things, from posting new content on a website or highlighting a new product/ service.

Merits:

  • The sale of products is almost instantaneous.
  • The content offered on the internet is cheaper and cost-effective.

Demerits:

  • Heightened risk of click frauds.
  • Difficulty in producing effective ads.

Offline Marketing

It is the process of selling goods and products via offline channels, like print ads, telemarketing, etc. As the name suggests, offline SEO (also called, offsite SEO) doesn’t take place on any website; in fact, it might not even take place on the Internet at all. Any tactic conducted outside of a website to drive traffic back to the site is defined as offline SEO.

An inbound link is a link to another website attached to your own. They have a huge impact on offline SEOs as they suggest that other search engines view your content as authoritative and trust it implicitly. Hence, acting as a vote of confidence. For example: Post a blog about industry advancements as a “guest contributor” to a popular industry blog, which is linked to your website.

Merits:

  • Precise and exact orders.
  • Valuable in promoting loyalty schemes.

Demerits:

  • Time-consuming.
  • Limited audience reach and accessibility.

Differences between online and offline marketing:

Online Marketing Offline Marketing
  • Generally, focus on the content.
  • Generally, it focuses on the products.
  • Includes social media, e-mails, etc
  • Includes mass media, telephone service, etc.
  • Communicate with its customers via emails, chats, and other social media.
  • Communicates with its customers via calls and staff members, directly.
  • The target audience is spotted in one place.
  • The target audience is scattered.
  • Cost-effective.
  • High-marketing cost.
  • It reaches to the market and industry professionals directly.
  • Do not directly reach out to the professionals due to certain barriers.
  • Not visible to the prospective buyer.
  • Directly visible to the prospective buyers.
  • Fewer people to manage.
  • More people to manage.

By Shalini Goswami