Some businesses rely too heavily on their SEO and paid search for their internet marketing strategy. The truth is it takes a variety of different approaches working together to succeed with internet marketing, and it’s far more important to building a reputable and efficient online brand with a strong social network than simply stuffing content with keywords. Your SEO needs to work seamlessly with all other aspects of your online work, including social media, email marketing, press releases, multimedia, written content, offline marketing and website analytics.
The stronger all these elements work together, the more value search engines will place on your website and your content, improving your ranking much faster and more effectively. So how do you go about it?
A good place to start is with a website audit – this can show you the strengths and weaknesses of your site, where your traffic is coming from and which content performs the best and worst. From there, you can re-evaluate keywords, content strategies and think about ways in which you can improve your website, bring in new traffic, and integrate other areas of your online activity, such as social media and email marketing.
Next, consider your goals. What are you trying to achieve as a business in both the short term and the long term? Work out the best way to focus your efforts regarding each goal, whether that’s a social media promotion or an ongoing natural search strategy. Revisit your goal status regularly to see if there are any ways you can improve it, or if you need to reconsider how you’re going about your strategy.
Also look at your current content strategy – is the content you’re creating regular, engaging and relevant? Are you making use of a variety of search terms, including long tailed phrases? Your SEO content should be spread across a range of platforms, from social media to blog posts, press releases to multimedia, email marketing to website content. Use your analytics to track the success of your content and constantly adapt and improve to maximise its success.
It’s important to think about your site traffic as individual people rather than just a metric. It’s all very well following basic SEO guidelines on keywords, links and ads, but if your content and your website are not conducive to a beneficial customer experience then you will be constantly working uphill. The human element can be far more important than meta data and alt tags – think about it:
- If users find your site but are directed to a non-relevant or uninformative landing page, they will leave.
- If users find your content but it is bland and uninteresting, they will not click through to your site.
- If users find it hard to navigate your site, they will get frustrated and leave.
- If users find your social presence to be unprofessional/sporadic/unresponsive/boring, they will not raise awareness of your profile/site by interacting with you.
- If users find your content/site/social platforms to be inconsistent and confusing, they will not find you trustworthy.
- If users gain nothing positive or beneficial from their visit to your social media profiles or website (such as a promotion, an interaction, or valuable information and content), they will look elsewhere.
- If users find nothing compelling in your content to encourage them to buy into your brand and see worth in your services or products, they will not use your business.
- If users have a mediocre or negative experience with your website, customer service or social media interaction, they will not use your business AND they will probably spread some bad word-of-mouth across social networks or review sites.
See anything in there about your keywords and SEO jargon? No. Your internet marketing is not solely reliant on coding and sales pitches, it’s about connecting online with your customers and creating valuable content. Not only will this bring you success with search engines, who will recognise your website as an authority on your subject, but you will create a stable community of fans and repeat customers by establishing a place for your business online.
For help with any aspect of your internet marketing, including SEO, social media marketing, email marketing, copywriting, pay per click advertising, website audit and analytics, the team at Ikroh.com are happy to help, whether you’re a teeny tiny start-up, a small local business or a multi-national company.