As consumers, we’re never happy with the online experience. The problem is that marketers and businesses haven’t been able to get ahead of it either. T
he rise of the internet has come along at just the right time to wreak havoc on brands and companies.
No longer can a company rely solely on traditional media to reach its audience, which means that in order to succeed, companies need to be ultra-prepared for the future by incorporating all digital marketing channels – especially search engine optimization (SEO) tactics.
Google has made sites with a low-quality content rank higher using its algorithm known as “Quality Score .”
This means that when you have a website like Trip Advisor or Yelp that ranks high in search results because they have lots of user-generated content and a lot of user reviews, but your site doesn’t rank as well because you don’t have user-generated content and you don’t have many user reviews – these rankings can work against you instead of for you.
Why is digital marketing important?
Ever wonder what it’d be like if you no longer had the ability to see your brand’s message on television, in magazines, and in newspapers?
What if you could no longer see your brand’s messages online?
What do you think would happen to your business?
Good news! Digital marketing is key to connecting with your customers no matter where they are.
Digital marketing allows you to drive traffic to your website, build a pipeline of leads, and increase your sales.
It’s an essential part of any business’ strategy.
What is SEO?
SEO stands for search engine optimization.
It’s all about making your website rank at the top of the search engine results page (SERP) when someone types in a search term related to your business or industry.
Unfortunately for most business owners, SEO is about a lot more than just writing some great content and hoping for the best.
SEO is a type of digital marketing that involves creating an optimal environment for search engines to find and display your site as a top contender in the SERPs.
SEO is all about creating a positive response from search engines and users.
Why is SEO important for your business?
According to semantic technologies expert Yoaly Pobre, “Search engines are the gatekeepers of online visibility.
In essence, if a business wants to be seen online, it has to rank high in search engine results.” Imagine if someone Googles Google for “restaurants in Albuquerque,” and their eyes fall on your business.
You want them to be able to see your business in those results, right?
So that they can potentially click on your business and find out more or decide to make a visit to your restaurant.
But how did Google know to show your business in those results when someone Googled “restaurants in Albuquerque”?
The problem with SEO
Bad SEO is the reason why your competitors rank so high in Google’s results.
Bad SEO comes in two forms: keyword stuffing and black hat SEO.
Keyword stuffing is the process of writing so many different, unique keywords that no one can possibly rank for all of them.
It’s not only annoying to your potential customers who are seeing the excessive amount of results, but it’s also annoying to Google because it’s trying to rank all of those pages for that same generic term – which isn’t a good thing for your business either.
Stand Out With PPC
Pay-per-click advertising, also known as PPC advertising, is where a brand pays Google to have its ad appear at the top of the SERPs.
It’s a cost-effective form of digital marketing that allows a business to stand out from competitors.
In layman’s terms, PPC advertising is when you pay Google to put your ad at the top of their search engine results page when someone Googles “restaurants in Albuquerque.”
Once there, people can click on your ad and visit your website or call your business.
You’re paying Google when someone clicks on your ad and you’re charged a certain amount each time they do so.
The problem with PPC
What if you’re a brand trying to drive new customers to your website and you keep seeing that you’re not having much success with your PPC campaigns?
It could mean that you’re not targeting the right keywords, that you’re not running ads for long enough, or that you’re not paying enough for people to click on your ads and visit your website.
It’s important to note that PPC campaigns are necessary to have on your digital marketing strategy, but they’re not the only thing you need to have on your strategy.
You need to have a strong content marketing strategy, great conversion rate optimization (CRO) practices, and an appropriate level of spending on your digital marketing budget.
Grow Through Content Marketing
Many businesses are jumping on the content marketing bandwagon.
They’re realizing that to compete in the digital era, they need to create content that attracts potential customers.
Whether it’s a blog post or a series of YouTube videos, the goal is to produce helpful content that solves a problem for your target audience.
Once you’ve got that content, make it easy for your readers to leave comments or send their thoughts or questions.
You want to build a community around your brand where they can feel welcome and appreciated.
Learn By Experimenting and Analyzing
As you start to implement digital marketing strategies and tactics, be sure to experiment and analyze what works best for your business.
There’s no one-size-fits-all approach to digital marketing.
It can be helpful to try out different strategies and tactics to see which ones work best for your business and which ones produce the most return.
You can also keep a close eye on your competitors’ digital marketing strategies and tactics to further your business intelligence.
What’s interesting about your competitors? What’s their digital marketing strategy?
What are they doing better than you? What are they doing worse than you?
Keep in mind that digital marketing is a strategic approach to connecting with customers where they spend time most often: on their smartphones.
From Google to Facebook to Snapchat, people come to these platforms to engage with content – and they are looking for brands to be a part of that.
When it comes down to it, digital marketing is all about connecting with your potential customers.
So, what better way is there than to optimize your website with the right keywords, content, and links?
With the right digital marketing strategies in place, you can create a memorable digital experience for your customers and drive them back to your website.
It’s important to remember that, while digital marketing is the best way to reach your audience, you can’t forget traditional media.