SEO (Search engine optimization)
SEO is an effective marketing strategy which helps in promoting a website organically.
It tells us how search engines interact and how users inculcate marketing strategies to make websites gain traffic and revenue.
SEO ranges from discovery of the keywords and phrases that will generate traffic, to making a site search engine friendly, to building the links and making your social media reputation.
Refer to this SEO starter guide
http://static.googleusercontent.com/...rter-guide.pdf
SMO (social media optimization)
SMO refers to the process of exposing your website on social media channels (social networking websites, blogs, video distribution channels etc) so that it’s awareness and content are easily spread through social mediums and online communities by users and visitors of the website.
This can include anything done “on-page” such as improving the design and usability of the website. For example, widgets like “digg this”.
PPC(pay per click)
Paid search marketing is the process of gaining traffic by purchasing ads on search engines.
Google Adwords is the first place to go as they are biggest PPC providers.
In PPC, you get paid whenever a user clicks on your Ad. It is necessary to check for the profitability of keywords so as to generate sales.
4 pillars of successful PPC campaign are
1. Keyword Research
2. Competitor's keywords
3. Landing page
4. Campaign monitoring