SEO has a few moving parts, but the process can be broken down into three categories: on-page optimization, content creation and link building. On-page optimization involves making sure your site is structured well with relevant keywords, while content creation focuses on creating original blog posts that rank highly in search engines. Link building requires finding out where your competitors rank and then building links to their sites to boost your own rankings. There are two major strategies for getting backlinks: doing it yourself or paying someone else.
To do it yourself, you’ll need to find other websites willing to link back to yours. The best way to find these sites is through competitive research by typing competitor’s domain names into tools like SEMrush or MajesticSEO and looking at the inbound arrows pointing towards them (green arrows). The more green arrows you see pointing towards your competitor’s site from authoritative websites, the better chances you have of reaching out for a reciprocal link exchange.
However, many companies refuse to build links to competitors’ sites because they don’t want to create an environment where they’re constantly fighting for Google rankings. If this sounds like you, then hiring an SEO firm may be a better option as they have resources that enable them to build high-quality backlinks without ever having any direct contact with your competition.
The term content marketing gets thrown around often and seems straightforward enough; make good content that people will want to read! But if you really think about it, there are several different ways of executing a successful content strategy. Some companies choose simply uploading videos of people talking about the product (vlogging), others write articles discussing how their product solves a problem, others might create animated GIFs illustrating how something works. Regardless of which type of content you decide to produce, one thing remains true – if no one sees it, nobody benefits from it. The majority of businesses who rely heavily on content marketing are utilizing social media platforms like Facebook and Twitter to share their work with the world.
Since social media networks usually allow users to pick which types of ads they see when scrolling through their newsfeeds, marketers take advantage by crafting ads designed specifically for each social media platform. These ads typically focus on one key point about the company’s product or service accompanied by catchy visuals. A great example of this would be Airbnb’s Live There campaign, which features images of exotic locations around the world with copy encouraging viewers to live there.
You’ve probably seen advertisements on TV or heard commercials on the radio. As digital technology continues to evolve, more forms of advertising become available. Today we live in a mobile society so apps like Instagram and Snapchat offer brands new opportunities to reach consumers via stories and sponsored ads respectively. These sorts of formats also allow advertisers to target specific audiences based on gender, age group and location as opposed to relying solely on traditional TV ads that everyone can see.
Digital marketing gives us access to an unprecedented amount of data about our customers – information that we could never collect otherwise due to limitations in time and geography.