Digital marketing can be confusing if you’re a first-timer trying to do it yourself. Here are some of the most frequently asked questions relating to digital marketing, online marketing, and SEO.
SEO stands for Search Engine Optimization. While you can pay for a higher search result listing (therefore directing traffic to be fed to your website) on some search engines, SEO is the process of getting organic, natural search engine rankings. All major search engines (Google, Yahoo, and Bing) have search results ranked in order of what their algorithms find to be most interesting or useful to the person making the search. Modifying your website to appeal to these algorithms, and thus rank your site higher, is the practice of SEO.
There are two distinct and unique branches of SEO – On page and off page. On page SEO refers to all the measures you can take from directly within your website to appeal to the search engine algorithms. Examples are keywords, optimizing the meta description, HTML code, title tags, and alt tags. It also takes overall content quality, page performance, and content structure into account. Off page optimization refers to the factors you cannot control and occur off of your website. Examples are backlinks from other sites, promotion methods, the amount of exposure something gets on social media, and more.
There are three types of SEO you need to take advantage of for a proper SEO marketing plan. These types are on-page optimization, off-page optimization, and technical SEO. We’ve discussed on and off page optimization already above, but what is technical SEO? Technical SEO relates to non-content elements of your website. It includes site speed, mobile friendliness, indexing, crawlability, site architecture, structured data, and site security. These three aspects make up SEO practices.
Keyword streaming is an SEO tool for websites. The process involves taking a basic but popular keyword pertaining to a particular website and adding a prefix, suffix, or pluralize to make the keyword into a new word. It allows a website to expand upon the number of variable options, which can help drive more traffic to a website. An example is that the word “comparison” can be expanded into words such as “compare”, “contrast”, and even “review”.
There are many things that can make a link “bad” in the eyes of a search engine, but here are some of the most notable: Hosting on a low-authority domain, repeating too many times on the domain, use of suspicious keywords or keyword jamming, isolation from meaningful content, or being part of an obvious scheme or scam.
Online marketing can be the single biggest help to your business, but it does have its limitations. It can be quite expensive, when you take into account the cost of hardware, software, website design, online content, and product distribution costs. There are many industries where internet marketing is incapable of generating a sale of the product or service. 50% of the world does not have access to the internet. Site security can prove to be troublesome.
Mobile optimization of your website ensures that mobile users have site design, site structure, page speed, and more taken into account on their behalf. The mobile web grew by 400% between the years of 2010 and 2014. People have increased their data consumption by 83% between 2014 and 2015. It is wise for every business to boast a website with proper and working mobile optimization. It attracts the search engine algorithm, too!
Good SEO will take a minimum of at least three months to complete. Anyone who says otherwise is likely trying to scam you! There is no overnight SEO solution. Why does it take so long? It depends on how long your site has been around, how much SEO has been done on it in the past, what shape the website is in, how much content is available on the site, it’s link profile, and how many other SEO factors are present.
If your site behaves in a way that the search engine algorithm does not favor, it can hurt your ranking in search results. How do you avoid this? Do not buy links, overuse keywords, or engage in “black hat” SEO. Do not use bad backlinks – disavow them. Don’t use mobile redirects. Don’t exchange links, or sell them yourself. Don’t create widgets with links to your site, don’t cloak, and don’t offer pirated content. Basically – play fair!
Meta tags are snippets of text that describe a page’s content. The meta tags are not shown on the page itself, but reside in the page’s source code. They are content descriptors that help search engines figure out what a web page is all about. They help SEO if used correctly. Some meta tags have fallen out of common use and can potentially damage your ranking on search results.
There are many simple ways to grow your email list. You can continually create remarketable content, encourage subscribers to forward your emails, add a link for email sign up to your own email signature, create a new lead generation offer, tool, or resource, promote an offer through social media that requires an email address, add a sign up page to your site, or create a blog that your readers could subscribe to.
Realistically, never – as long as you have a business! SEO is a continually changing system with continuously changing requirements. You must keep up with these requirements and new rules if you wish to appeal to the most up to date formula and algorithm used by search engines.
Yes! Even small, brick and mortar, local-only businesses need online marketing. People use the internet to find the places they want to spend their money. In this day and age, people are a lot more likely to discover a business online than by passing by a flyer or by word of mouth. Everyone you know is on Facebook or has a mobile phone that can access the internet – but how many people can tell you the last billboard they saw?
It gives your site a huge boost in SEO results. Search algorithms love blogs, and if a blog posts consistently, it is likely to show up higher on the results page. It also gives you an opportunity to insert relevant but hard to use keywords that consumers will use to search for the services or products they are seeking to purchase.
Post consistently! Reply to comments on your posts. Ask questions or opinions of your audience. Make customer interaction fun and rewarding. Be creative.
It depends on your business. An email sent to your clients usually highlights one topic. A newsletter email can highlight as many as you wish. Try both – see what gets more response from your clients so you know what type of communication they prefer.
Content marketing is a type of marketing involving the creation and sharing of online material such a blogs, videos, or social media posts, without explicitly promoting a brand. The goal with content marketing is to stimulate interest in a businesses products and services without direct and obvious advertising.
B2C marketing is the type that most people know about. It means “business to consumer”, with the B standing for business and the C standing for consumer. B2B is “business to business”. Some companies sell to other companies – those companies use B2B marketing. Other companies sell to individual buyers – those companies use B2C marketing.
It depends! Long form content is typically 2,000 words or more. Short form content is anything less than that. Long form content can be newspaper articles, e-books, or how-to guides. Short form content are things like social media posts, blog uploads, or emails. Neither is better than the other, but each should only be used in specific situations and for certain reasons. Long form is best for high end products or goods and services that require more commitment by the consumer before purchase. Short form is good for readers who are already familiar with your business, as well as less expensive goods and services. Some forms of content require short content, like emails or 15 second ads on YouTube.
No matter what your questions are about SEO, digital marketing, or online marketing, the answers are out there for your education and research. Is there anything we missed asking here?
Frequently Asked Questions in Digital Marketing