Survival of the
fittest
To this day, the Internet is the fastest changing industry which adapts many changes throughout
every month, even on a daily basis! With the Google algorithms always increasing
in complexity, it becomes harder to be able to generate organic results for any
given website. If you just now want to start with Digital marketing campaigns
for your business, you must start with a very well defined niche which is in
demand, yet is still not saturated with competitors.
On top of that your Digital marketing campaign should use a combination of strategies, keep
consistency and intensity while maintaining a perfect balance to avoid being
penalized as a spammer by search engines. Search engines are now incredibly
smart, so much that they are even able to measure the ease of readability of
your site and search across the web looking for potential plagiarism on the
content.
Getting "Google
Smart" has been the trend with all search engines trying to catch up with the
internet giant. Now Yahoo and Bing (MSN) have decided to combine their efforts
in a strategic alliance/partnership making them a stronger competitor looking
after Google’s bigger share. This should increase even further the bar for
internet search standards and making it harder for someone to promote their site
without being targeted as a spammer.
The
solution:
A smart internet
marketing campaign.
Even if you
already know that the key behind organic results is building back-links, just
this alone won’t be of use to you unless you know what you are doing, how you do
it and by which means you would be promoting those backlinks. No matter what,
you will need to combine different strategies and techniques, in order to
effectively spread the awareness of your presence on the internet and have a
chance to show up in organic search results.
The Road
Map:
1. Keyword
Research: What your audience is looking for.
Understanding
what people are looking for when they are searching for your product and/or
services, what they are typing and identifying the “money keywords” that will
bring the highest qualified visitors and convert them into
customers/sales/leads. Performing what we call “reverse search” and finding
other suggestions is key. Rather than highest volume of searches, look for where
your product/service is really strong and focus on these
keywords.
Find a niche
within your market in which to focus efforts that are not as competitive yet
still reflect a demand for it. This will allow you to break in that market
easier, bring results quicker and move on to higher competition
keywords.
2. Maintaining
Your Website with Relevant Fresh Content
If you really
want to dominate your industry, there is no other way better than increasing the
relevant content in your site with keyworded internal links. The easiest way to
do this is with a blog in which you can express your personal opinion among
topics of interest within your industry and by using your “money
keywords”. Creating great
content is no crime.
Make sure a likeable personality shows through in your blog
(and create great content) to attract more readers.
3. Gauge Your
Website’s Traffic with Analytics
If you want to
get anywhere with your campaigns, it is crucial that you install some form of
statistics to gauge your marketing efforts and Impossible to run campaigns
without gauges to measure where traffic is coming from, what works and what
doesn’t.
Although there
are many solutions out there, one we always recommend is the industry standard
to measure traffic: Google Analytics. Spend the time to truly understand what
they're telling you and how they can help improve your
marketing.
4. Submissions to
Online Directories and Search Engines
Although still
important, if link submission is the only thing you are planning to do (some
digital marketing companies only do that) you will fall short. Nowadays most
websites with over a certain number of links do not give you the link weight
they used to.
Continue to post
in as many directories as you can without spamming, however, take the time to
find relevant directories/vertical portals that are related to your industry
that allow you to place links from relevant sources to your site.
5. Social
Media
Social Media is
an excellent way to “stay in touch” with your visitors once they start browsing
your site. Some of them will just breeze through your profiles quickly; but your
objective would be to have them “like” you enough to “follow” you on each
network and receive updates about the most up-to-date news and/or events
regarding your business.
Use social media
to create a more engaging experience for attendees of your live and online
events.