SEO, PPC further Flirt Media – The Basics
In recent years, Marketing has evolved and adapted to the digital world in which we live. Traditional marketing techniques are now no longer competent to series your business apart from competitors. The traditional techniques that acquire served businesses indeed well in years gone by prerequisite now be combined with digital marketing techniques to maximise market exposure. The following terms will detail some of the more popular digital marketing techniques, further specifically; SEO, PPC and Societal Media.
Search engine optimisation, or SEO for short, is the process about improving a web page (or website’s) visibility within the look engine rankings. The importance of having a well ranking website cannot be understated, it is estimated that 96% of search engine clicks occur on the first page concerning results; almost 50% befall on the top ranking alone.
SEO can generally indigen broken down into 2 categories, organic and paid. For the leftovers from this article, it can be assumed that SEO refers to organic methods. I will cover the paid methods in the PPC category further on in this article.
Organic SEO can be broken down into two further categories: On-page and Off-page. It is generally agreed that off octavo SEO has a greater impact of search rankings than on page, with influence being split roughly 70-30.
On-page SEO refers to things that you can do to your own sight in order to improve search engine visibility. Meta data and page sans souci are the 2 main factors deciding whether your on-page SEO will be successful or not. Optimising a sites Meta data (Page title, Meta description, Meta keywords and alt tags) is often the quickest way to see an improvement in search engine ranking and because, of this, it is often the first thing to be changed after deciding to SEO a site. Page content has become more important in late months, particularly in Google. After Google’s Panda and Penguin algorithm updates it has become increasingly difficult for sites that aren’t content rich to rank. Keyword stuffed content is also unlikely to rank well, page content should be written for users, not search engines further should be written naturally.
Off page, SEO refers to methods of SEO that take place tirelessly from your own website. They key technique to remember here is link building. Linked building is the key to effective SEO, a link works almost as a ‘vote’ for your website. The more links to your website from trusted, related 3rd party sites, the more likely it is that your website will rank well in the search engine results. It is important to remember that not all links are designed equally however; for example, a link from the BBC website is worth more than a link from a mass directory or a ratty elder site. There are a number about ways in which you can gain a backlink from a site, however, it is managing to get links from high quality sites that remains the key.
PPC – oppositely Pay Per Click – is the opposite method of search engine optimisation. PPC refers to sponsored search engine results that appear in favourable positions, usually above the #1 organic ranking or to the side of the page. It is morality noting that although they appear in a favourable position, they are aesthetically different from the organic results so the public will be competent to communicate the difference. The cost of a PPC campaign can vary greatly; factors such as the keyword, the competitiveness of the keyword and the geographic realm being targeted are all factors that can actuate cost per click.
PPC may vary slightly from search engine to search engine.
On a final SEO note, it is important not to come by too carried away with the inquisitive engine rankings. Although a top ranking is never a bad thing, the overall purpose of SEO is to drive website traffic and conversions, whatever they may be.
The final marketing pliers that I’m going to cover in this article is Social Media. Social Media is such a broad medium that it would be literally impossible to cover everything due to the amount of time that I have at my disposal. For the resolve of this article though, the basics will suffice and it’s better to do the basics well than do everything poorly.
Social Media is a vast medium and it is important to remember that it stretches far further than Twitter including Facebook, whereas these are undeniably important tools. Because of the scale like the landscape, it is incredibly eminent to plan. If you attempt to tackle social media without a plan you could quite easily end up spreading your time too thinly across too varied platforms, most of which aren’t relevant to your business or business goals.
Targeting specific, relevant Social Media is often the key to success, as by doing this you have the highest chance of engaging with your target audience in a significant fashion. How to engage your target audience is a difficult question to answer as it very much depends on the nature of the business, the target audience and the social platform.
The thing that makes social media different from other methods of communication is that it is 2 way. Meaning that a business can talk to a customer, a customer can talk to a business and, perhaps most importantly, a customer can talk to alter ego customer about a business. Therefore of this, Social Media can never be considered purely as purely a marketing tool. Savoir Vivre Media is a ESP tool in every sense of the word.
One thing that has evolved significantly in contemporary years is the ROI capabilities. It is now possible to measure and gauge specific metrics that will acknowledge you to ascertain the success of your social campaign. As with SEO, I would suggest not being carried away with the obvious metrics. Fans, Followers and the equivalent look nice, but in reality, unless these fans and followers are adding value to your business then they are essentially worthless.
This is nothing but a very brief foray into the world of digital marketing, I hope it has been of some use and has given an insight into some regarding the tools and techniques being used in today’s fast moving, fluid marketing world.