In today’s world, there is no ‘traditional’ approach to marketing. In fact, the industry as we know it today was born out of the advent of the internet. With this change, marketing became much more sophisticated and diversified.
Think about the last 10+ marketing campaigns you were involved with. How many used traditional marketing techniques like TV ads, billboards, magazine spreads, etc?
I bet you’ve answered ‘none’.
In today’s digital world, marketing techniques like SEO, PPC, social media and email marketing have taken over. Instead of simply blasting out a campaign and then measuring the results, marketers must continuously adapt to stay relevant.
Here’s a quick overview of the most effective online marketing techniques and how you can use them to optimize your next marketing campaign.
Search engine optimization (SEO) is the process of improving a website’s ranking in search results on search engines like Google, Bing, and Yandex. As a Google search engine marketing (SEM) specialist, I often get questions about SEO. So, I decided to put together this guide to help answer some of the most common queries.
How Do I Rank Higher On Search Engines?
This is a question I get asked all the time. The answer is simple: research, research, and more research.
When optimizing a website, you must look at how to improve your search engine rankings. This could include anything from adding more relevant content to your website to properly segmenting your keywords. Essentially, there is no one-size-fits-all answer when it comes to SEO. You must be able to look at each individual search engine and determine the best approach to take.
Why Search Engine Optimization Over Other Forms of Marketing?
The short answer is because SEO is free. You don’t need to purchase ads, set up pay-per-click campaigns, or even invest in webinars to improve your rank. With SEO, you’re literally just adding content to your site that is relevant to what the user is looking for. You aren’t trying to sell them anything; you’re simply providing them with information.
Is SEO Just for Blogs and Online Magazines?
No, SEO is not just for blogs and online magazines. In fact, if you’ve read this far, you’ll know that SEO is simply one of the many forms of online marketing.
If you’ve ever been to Google and entered a topic or industry into the search bar, you’ll see the sheer volume of sources that the search engine can pull up. Essentially, SEO allows you to target the right audience and to provide them with the information they’re looking for. As a marketer, I always tell clients that they must remember that they’re not just competing for eyeballs, but for action. When someone performs a search query, they typically want to perform a specific action. If that action is buying your product or service, then you’ve successfully used SEO to promote your product or service.
What Is The Role Of Keywords In SEO?
Keywords are important in SEO because they allow you to target the right audience. When someone performs a search query, they will typically use either ‘keywords’ or ‘keyword phrases’ to find what they’re looking for. For example, if I performed a search for ‘SEO tools’, I would expect the results to include websites that contain the keywords ‘SEO tools’ or phrases like ‘How to become a successful SEO’ or ‘Which SEO tools work best for my niche?’
From a keyword research standpoint, you can actually see which words are ‘the most important’ to optimizing a website. These are the words and phrases that, when used in context, will have the greatest impact on a person performing a search. You can use tools like Google Keyword Planner to easily find the most popular and effective keywords.
How Do I Use Keywords In My SEO Strategy?
Just like with any other form of marketing, you can use keywords in your SEO strategy. The difference is how you use them. You must have a clear idea of ‘why’ you’re using certain keywords and ‘how’ you’ll benefit from them.
Here are a few examples of how you might use keywords in your SEO strategy:
- To encourage ‘search visibility’ – When people perform searches, the aim is for them to find your website. Google, Bing, and Yandex will all show results for a particular search query, and the more you can ‘attract’ the attention of those ‘searchers’ to your website, the more likely it is that they’ll purchase your product or service.
- To ‘optimize’ your website for a ‘brand’ – When you ‘brand’ a product or service, you’re essentially promoting ‘ideas’ and ‘language’ associated with that brand. For example, if you ‘brand’ a financial services firm, you might use SEO to ‘optimize’ your website for ‘finance’ and ‘investment’ keywords. In doing so, you’re suggesting clients that they should look to your website for information on financial services. In context, these words have a meaning that is clear to someone who is reading or searching for content related to your ‘brand’ . In other words, without delving into semantics, when someone hears ‘financial services’ they immediately think of you.
- To ‘establish’ yourself as an expert in your industry – Using ‘authoritative’ or ‘expert’ words in your content will help prove your authority in your industry. When people see that you’re an expert in your industry, they will be more likely to trust your recommendations. In other words, by demonstrating your expertise in your industry, you’re allowing people to ‘learn’ from you rather than just hear what you have to say. For example, if you are a real estate professional and you ‘brand’ yourself as ‘the “expert’ in real estate’, you’re demonstrating your mastery of ‘real estate’ and ‘property’ management.
- To ‘position’ yourself as a thought leader – Being a ‘thought leader’ in your industry allows you to ‘set’ the ‘tone’ of your industry. Let’s say you are the ‘go-to’ source for SEO tips in your industry. By doing so, you’re demonstrating that you have the ‘connections’ to gain valuable insights on SEO and digital marketing.
- To ‘promote’ your business – Using keywords in your content to attract customers and potential ‘clients’ is a tried-and-true method of doing business. However, instead of just hoping that someone finds your website through organic search, you can take advantage of paid advertising platforms like Google AdWords to ‘promote’ your product or service.
- To ‘enhance’ your business – Forbes recognized ‘SEO’ as one of the 50 ‘fastest growing’ marketing sectors. According to Forbes, this is because search engine optimization allows you to ‘reach’ new audiences and ‘generate’ interest in your product or service. If you’ve ever tried to ‘market’ your product or service to a ‘niche’ within ‘another’ industry, you know that there is a lot of competition. Using SEO, you can ‘focus’ on ‘distinct’ groups of people who are ‘already’ interested in ‘your’ product or service, reducing the chances of ‘consumer’ confusion.
As you can see, there are multiple ways in which keywords can be used in your SEO strategy. Not sure which one to use? Think of the ‘keywords’ that you and your target audience use the ‘most’ and ‘the ones that you feel are the ‘most effective’ for your brand.