In the world of SEO the (right) tactics that were being used years ago are still the things that work. Good on-site SEO combined with good quality, relevant content distributed across your online channels will bring good organic search results – eventually. Remember, achieving rankings through organic SEO is not something that will happen overnight; it takes time and effort. It is a marathon, not a sprint, and is something you have to keep doing. If you want quick and immediate rankings, then you need to consider paid search advertising.
Along the way there have been some people who have discovered loopholes that may have allowed them to claw their way up the organic search engine rankings quickly in the short term. But the truth is, as the search engines improved and got better at identifying those loopholes, those short term gains turned into very long term penalties for those that adopted the practices. Continue reading
This is the first part of a 2 part post. You can access Part 2 here.
Common PPC Shortcomings 1-3
Through our work we often come across Pay Per Click ads that are almost spot on, but one aspect of them is letting them down. Unfortunately one small mistake can have a huge impact on your click-throughs and conversions. Something as simple as having an ad linked to the wrong page can snowball and end up costing you a significant amount of money. We’ve put together this list of 6 of the most common PPC shortcomings we come across. We’ll explain what the problem is and why it is a problem.
Ads Directed to the homepage or wrong page
Imagine if you were looking for a specific restaurant in a city that you aren’t familiar with. If you ask a stranger for directions to the restaurant, but they just send you to the city centre instead, that’s not a good or useful experience. This is a similar experience to when you send a potential customer to your website’s homepage from a PPC ad.
The First Steps Toward Your Digital Marketing Strategy
Understanding the different kinds of Analysis available to you when creating a Digital Marketing Strategy is important. In order to create an informed and effective strategy you must consider many factors that affect both your business and your competition’s business. There are 4 key forms of Analysis we use and they often overlap each other, allowing for a ‘second bite at the cherry.’
What Is A Competitor Analysis?
Competitor Analysis means very different things in different industries. For a Boxer it means pouring over hours of video tapes of an upcoming fighter, analysing his trainers and understanding his conditioning. In Digital Marketing a Competitor Analysis is an extremely multifaceted undertaking, looking not only at a competitor’s website, but their presence everywhere on the web, the actions they are undertaking and the techniques they use.
A proper analysis should be a thick and comprehensive document; for the purposes of this blog I am going to outline the key areas you should expect to be covered and why they are important for understanding your competition. The surface level analysis can often be done on your own, however deeper analysis requires tools and expertise that many people simply do not have as they don’t need them in the day-to-day running of their business, this is where a professional Competitor Analysis can be extremely useful. Continue reading