Updated: Apr 6
Digital marketing is a multifaceted strategy aimed to target, reach out to, and build relationships with customers online, across a broad range of channels.
Digital marketing consists of the following ;
> Content Marketing
> Search Engine Optimization (SEO)
> Video Marketing
> Mobile Marketing
> Online Advertising (PPC)
> Email Marketing
> Social Media Marketing
SEO Agency :
Agencies that specialize in SEO (search engine optimization) help their client’s websites and website content to rank high on search results. They will have specialists perform the following:
> Keyword research
> Website audits
> Backlink audits
> Website and blog content
> Assessment of the quality of your website’s metadata (URL, title tags, meta descriptions, etc.)
> Optimize video descriptions
> Conduct link building
An SEO company will utilize a variety of data analytics and website developer tools like Google Analytics, Google Search Console, SEM Rush, and SEO Moz. SEO agencies are always early adopters of search engine optimization best practices, including compliance with Google’s ever-changing search algorithm.
Start Small and Be Focused
When you’re starting a business, there is a feeling that you should accept any customer who comes your way. Logically, the best way to do this is to tell the world that you’re open for business.
When you read the backstory of many successful businesses, you’ll realize that many companies did the opposite. Instead of targeting everyone, they started with a clearly defined business idea and a limited target audience. Let me give you an example:
Amazon: Started selling books online and then moved into other niches.
Facebook: A social media platform for Harvard, and then the world.
AppSumo: Offering software deals targeting online entrepreneurs then expanded into SaaS and other sectors.
The basic idea here is that you select your niche, dominate the market, and then grow.
COMPETITIVE ANALYSIS :
Competitive analysis is the process of evaluating your competition for the sake of improving your own SEO strategy. Analyze your competitors’ organic search rankings, online reviews, blog strategy, and backlink profiles. Then, dig into their user experience, social media, target audience segments, USPs, and differentiators.
You could take your analysis further by doing a technical SEO audit. Review their site health, technical SEO implementation, page load speed, and mobile friendliness.
Your competitive analysis should of course include your main competitors. However, it’s critical that you also include your online competitors. Include websites that occupy Google page one for your target SEO keywords even if they aren’t direct competitors.
For example, an industry publication may present a competitive threat to your SERP rankings.
The reason why a dual focus on competitors is clear. You need to outrank your online competitors just as much as your defined competitors to attract the most search traffic
ALIGNING WITH SEARCH INTENT :
Search intent is one of the most critical aspects of keyword research because it underpins Google’s search objective. In other words, Google aims to provide users with the most relevant content as quickly as possible.
A keyword may have a high search volume. Yet, it may be driven by user intent that’s misaligned with your content, business, products, or services. In that case, the ranking would be nearly impossible, and any traffic will most likely bounce without converting.
Focus on fulfilling the search intent with your destination pages, and you can’t go wrong. Keyword-to-page alignment of intent makes for a winning keyword strategy, as it delivers the best user experience.
BRANDED VS. NON-BRANDED SEO STRATEGY:
At the beginning of their journey, customers may not have specific companies in mind. Consequently, they tend to search generic, non-branded keywords to learn more about the topic or product area first.
When someone begins to consider specific companies, they often conduct multiple branded searches. They may search the product name, or company name, or product reviews. They might look for comparison articles between competing solutions. These types of branded searches should deliver the necessary information to answer the searcher’s query. But they also need to build trust with the individual.
Imagine one of your customers is ready to make a purchase when they encounter a slew of 2-star ratings. A mountain of negative feedback on the Complaints Board or Trust Pilot will likely cause them to reconsider and go back to reviewing other options. You might as well send a check directly to your competitors. On top of this, negative word of mouth would likely spread (online and offline), hurting future sales.
If you want to maximize market share, your SEO strategy must consider both branded and non-branded search queries