So everyone’s talking about how content is king and how every business needs a proper content strategy if they want to build and maintain a real online presence. What many people are overlooking is that an effective content strategy depends highly on other digital marketing functions for outreach, promotion, and distribution. Content in itself is rarely enough to build awareness, traffic, and sales. No matter how great your production skills are if you’re not making it easy for your audience to find your content, it’s highly unlikely that you’ll see any significant improvements in your online presence.
One of the most important marketing functions needed to support your content strategy is Search Engine Optimization (SEO). These days, content marketing and SEO go hand-in-hand. So much so that many prominent influencers in digital marketing have advocated the death of traditional SEO and the rise of Optimizing Content for Discovery and Conversion (OC/DC). Sean Jackson wrote a great article about the death of SEO on Copyblogger where you’ll find plenty of insightful information regarding OC/DC.
You probably use pay-per-click advertising as part of your digital marketing strategy, but are you maximising your spends by writing good copy? At the end of the day, you want to stretch the value you get from every dollar spent on digital advertising, so use these strategies to write winning copy for your next PPC ad campaign.
Investigate What Your Ad Competition Is Doing Well
While innovation is a great asset, you don’t always have to re-invent the wheel. In fact, if your competitors are doing something well, you can learn from them. You don’t have to do exactly what they are doing. But you’ll know what they are doing right so that you can adopt an approach that targets the same audience and works well for your business. Consider the following:
Search Engine Optimization or in short SEO is a technique to optimize a website for search engine and so that improve their ranking on different search engines. SEO is a technique to rank a website well in a different search engine like Google, Yahoo, Bing etc. SEO improves the quality and volume of search traffic to a website from different search engines.
Search engines perform different activities to deliver search results.
In this world of digital marketing, SEO is one of the greatest tools available to us. Search Engine Optimization can usually be done in two ways – the negative way (Blackhat SEO) and the positive way (White hat SEO). While both are guaranteed to get you results, Blackhat tactics can actually harm your website (and your business) in the long run.
What is Exactly a Blackhat SEO?
Every search engine has its own terms and conditions. Black Hat SEO is when you break these terms and focus on ranking your webpage and nothing else.
The most significant contribution of Hummingbird, the Google update launched in August 2013 is that it has brought back long tail keywords into prominence. This is what is visible on the face hence easy to make out. All other aspects that contributed in earning better ranks in search results remain the same. Content is still king, having a link building plan and earning organic backlinks is still important, and keywords continue to rule SEO though used in moderation with the use of Vancouver SEO. The signals that Google used for ranking mostly remain the same. The only thing that has changed since Hummingbird is the interpretation of searches. The search engines no longer focus on the keywords in searches to match answers. It looks much beyond it and tries to understand the context of the keyword by using the intelligence of Hummingbird.
When Google began its Mobilegeddon in 2015, its intention was to reduce drastically the number of websites that were not mobile responsive from its Search Engine Result Pages (SERP).
It did succeed to a large extent. In fact, Google recently announced that up to 85% of its web indexed pages are now mobile responsive. As a result, it has decided to focus on websites that aren’t presenting a good user experience (UX) to mobile customers.
Have you ever landed on a webpage only to be accosted by a large pop-up box soliciting some offer you couldn’t be bothered about? Sometimes, these intrusive ads come up when you are halfway through the main content. It can be annoying, and Google knows this, so it has decided to punish such erring websites with a lower ranking position on SERPs.