Online advertising is an expanding field, offering companies across all sectors a wide variety of options. No matter how much or how little money you have available, making the right choices is key.
However, your budget does dictate your freedom to experiment. Those on a bigger budget can simply try again if one method fails to generate the best response. On the other hand, you’re unlikely to have the cash to finance another attempt on a smaller budget, making each choice more important.
You need to invest a small marketing budget in the right places, but how do you know what these are? Continue reading
Once upon a time, not so long ago, rankings were the be-all and end-all of internet marketing. Businesses hiring a team of SEO consultants would expect their brand to appear on the top page of Google permanently, and some were willing to pay for this result regardless of the techniques employed.
This focus on visibility over credibility or ethics led to websites carrying hidden content, keyword-stuffed text (which was all but unreadable for users), and paid links from poor-quality sites. Since then, thankfully, search engines have clamped down on such behavior, rewarding domains which rely on solid content and smart techniques while penalizing those with black-hat methods.
Today, rankings and rankings alone are not a good marketing goal; there are more important things in a successful campaign. Here’s why. Continue reading
Your website has many plates to spin at the same time.
First, the visuals must be attractive enough to grab visitors and keep them engaged. Your layout must be clear and well-structured enough to navigate with ease. Your content must be well-written, easy to scan, and appropriate for your target demographic.
However, one area you might not give enough consideration is speed. Continue reading
As search engines evolve, businesses may well struggle to keep their websites optimized for the latest algorithm.
Failing to update a site is a huge mistake, and the subsequent drop in rankings can cause setbacks for a brand – and putting it right costs time and resources. Most of the changes implemented by Google are designed to improve user-experience and help sites of the highest quality perform better, but falling behind can be hugely annoying (to say the least). Knowing how to stay in-line with the latest trends, though, is hard. Continue reading
Every year, dozens of conferences across the USA offer marketers a deep insight into the current industry-culture while forecasting key future developments.
Professionals in the digital-marketing sector flock to these events by the hundred, keen to stay ahead of the curve, but traveing across the country to visit them all is nigh-on impossible. You have to pick and choose which conferences you attend, but which deserve priority?
Of all the events taking place throughout 2016, three in particular promise to be unmissable. Continue reading
From time to time, businesses need to redesign their website to stay current with the latest trends, incorporate new software, and add a fresh visual style.
However, this process carries a certain degree of risk. Unless you take precautions to minimize the disruption caused by the transition, your rankings could suffer, with some businesses known to lose as much as 70 percent of their organic traffic following a redesign.
After redesigning your website, there are five SEO checks to make to ensure the best performance … Continue reading
What are backlinks?
Essentially, backlinks are viewed as votes of confidence in your website from others, helping to boost Google’s assessment of its quality. This is essential for building authority in search engines: the more domains directing traffic to one site, the more valuable it is deemed to be.
For several years, all digital marketers regarded backlinks as a crucial aspect of good search marketing, but with the various changes to Google’s algorithm (such as the Penguin and Panda updates), some professionals may have placed less importance on them than before, scaling back on them.
However, backlinks remain an indispensable component of a solid digital-marketing campaign for any business. Like most search-marketing techniques, though, there is a right way and a wrong way to integrate them into your strategy.
For maximum results, keep the following points in mind while building your backlinks. Continue reading
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Not so long ago, keywords could legitimately be used to excess on a website, featuring ludicrous repetition designed for search engines rather than human readers.
In recent years, though, Google has evolved their search algorithms significantly to penalize websites employing black-hat techniques – particularly those overwhelming their users with keywords.
With this in mind, keywords still play a vital role in a website’s search performance. Keyword research is fundamental to an effective SEO strategy, and without this, businesses may well struggle to reach their audience as well as they otherwise could.
One area of keyword research that should never be overlooked is keyword intent. Continue reading
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In recent years, Google’s war on black-hat optimization techniques has continued to become more brutal. Panda and Penguin updates make manipulating search indexers harder than ever, weeding out sites still employing unethical or unsportsmanlike methods and creating a fairer playing field for those following the rules.
When Google released their Penguin update back in 2012, more than 1 in 10 search results were affected immediately: content of a poor quality was eliminated and some sites vanished. Google’s penalties are designed to make businesses and site-owners re-think their approach to online-marketing: if their content-strategy sees their rankings drop severely, then they need to cultivate a re-imagined campaign.
How can businesses recognize when their site has been affected by a Google penalty? Continue reading
Research shows that, on average, we perform 12 billion searches in the U.S every single month. This staggering figure shows just how much we depend on the internet as part of our daily lives: from finding the lyrics to that old Springsteen track to finding a reliable plumber in your city, search engines are as essential to many of us as food and drink.
This deep immersion in the online world is the reason digital ad spending is predicted to top out at $58.61 billion in 2015 in the U.S.: businesses recognize how vital it is to secure traffic and conversions as a means of attracting new customers.
PPC plays a huge part in web marketing, with Google Adwords and Bing Ads being the most well-known platforms. However, using PPC itself is no guarantee of success – in order to reach their target demographic and boost traffic to their site, businesses must create ads using the best keywords and phrases possible.
Search engine placement (SEP) is the best way to create high-quality ads that bring impressive results and appeal to your ideal customer. Why? Let’s take a look. Continue reading