Internet Marketing August 15th, 2017
Hello and Happy Tuesday!
This week in internet marketing, we’ve gathered some of the most pertinent and groundbreaking articles from across the web. We’re looking at taking advantage of missed SEO opportunities, as well as making the switch to HTTPS, and being vulnerable in your content marketing strategy. We’re also looking at how brands can navigate the social space, and how to build a strong PPC campaign to generate quality leads for small businesses.
The process to achieve perfect SEO can be outlined in a few simple steps that have become common practice among industry experts: identify how people find the product, build and optimize web pages to satisfy this data, ensure that Google can find and trust the business, and wait for the traffic to satisfy company ROIs. This article questions this simple SEO process and asks us: “What if we have the right pages, but just can’t rank any higher?” Four simple approaches are outlined to increase the overall size of your market, rather than using SEO to rank on Google. One suggestion is to appeal to your skeptical buyers by linking buying guides or creating a safer user experience so that they trust and feel confident in their buying decision. Ask yourself, where are consumers abandoning your funnels? Are you creating a stress-free user experience and discovering noncompetitive verticals that are similar to your own? If not, it might be time to redefine your SEO strategy and take advantage of missed SEO opportunities.
When developing your content marketing strategy, it can be easy to think of your content as a calculated recipe of keywords, buzz-words, and SEO best practices, but you’re taking the authenticity out of your content when you focus on this formula entirely. This article discusses three core suggestions that will help you personalize your content and connect with your reader in a meaningful way. The first suggestion encourages you to “loosen the reigns on blog fodder” and to let your employees post their own tales and company adventures on the company blog without following a regimented structure. By doing so, employees will be more inclined to contribute to the company blog and share their thoughts with their own online communities and networks, without pushing a sales-focused blog onto their loyal following. Another suggestion discussed is to be vulnerable, because vulnerability is both relatable and authentic. The internet is saturated with content that fails to connect with the reader, so ensure that your content strategy aims to relate to the reader rather than sell them something they do not yet trust. Be likeable first.
In case you haven’t noticed, Google rules the internet, and, if this is new information, you need serious help in the digital marketing space. This article reports that Google recommended that sites switch from HTTP to HTTPS in 2014, and an incentive to provide HTTPS sites with a bump in their rankings was implemented at this time to encourage the switch. The issue with HTTP is that the information transferred from server to browser can be stolen easily because it’s not encrypted. HTTPS uses an SSL (secure sockets layer) certificate to create an encrypted connection that protects any sensitive information. This article outlines a few other reasons to make the switch including SEO advantages, AMP, and improved trust with visitors that will make HTTPS worth it for your brand.
Social media has evolved from solely being a social space to a shared space for both marketers and consumers to interact. Brands have to learn to navigate the social world and interact with consumers in a personalized way, or the brands risks negative consumer feedback. This article delves into ephemeral content and how short and temporary content is the way to go when looking to engage an audience with a declining attention span. Without a highly-targeted marketing strategy, you will be unable to reach or engage with your consumers in an effective way, and, if you aren’t on mobile, you aren’t reachable. Augmented reality, live feature, and messaging apps are also discussed, with an emphasis on creating a more enhanced personalized experience with your consumers.
Most businesses know that if you improve your SEO, you will gain traction to your website and generate more leads for your business — but it takes time. And, for some businesses, this is time they don’t have. With that being said, PPC is a great solution for bringing immediate traffic to a website, but this does not mean that you don’t need a strategy to get the results you’re looking for. Firstly, it’s important that you select high volume keywords that have a low CPC while targeting consumers that are more likely to convert. Next, you need to ensure that your ad creatives stand out online, which can be difficult to do in a saturated market if you don’t know the correct techniques to use. Lastly, you need to remember that for every click that takes place on your ad, your money is being spent. This means that diversifying your traffic should be top of mind when looking to use PPC to generate leads.
This Week: SEO Above the Funnel, HTTP vs. HTTPS, and PPC for Small BusinessesRead time: 4 minutes