I’ve been working in the online marketing professional for 15+ years and it’s changed a lot, however, the four basic elements need to be included into your Online Marketing Campaigns:
Web Designs — It’s tremendously important to maintain a strong presence online. Websites should be user-friendly, mobile-friendly, aesthetic, easy to navigate, provide interesting information to keep your web users onsite.
SEO — Without SEO (Search Engine Optimization) web users will not be able to find your website via organic search. SEO doesn’t stop on-page, consider to review your web performance, your web architecture, your taxonomy, your primary keyword distribution, your internal search engine functionality and more.
Social Media — Extremely important is to figure out what social media channels your audience is active. Social media is also a good way to monitor your Digital Reputation. Note that Corporate Branding needs to work closely with Social media. It also allows customers to immediately comment on any type of information such as on services, products or corporate engagement. It is greatly recommended to monitor Social Media Channel closely to instantly remedy any possible reputation damage.
PPC/Banner Advertising — Consider not only one search engine, also consider different technologies such as mobile or texting or supply reverse advertisement such as Google AdSense. Google Adsense is a great tool to figure out other channels where your audience might be.
Most small businesses rely to be found on search engines whether it is Google, AOL, Xfinity, Yahoo or Bing. The fact is that nowadays pretty much anything we consider to consume will first be researched on the internet. Either by going to a review site such as yelp.com or manufacturing website to read about the products/services.
To adapt to the increasing mobile consumers it is my recommendation to have a responsive web design. It’s a web design that allows consumers to visit your website with any device such as desktop, laptop, smart phone or any other mobile device. Most research starts with a quick search when on the go or when something sparks our interest.
Ensure that you have a “Google My Business Page” and claim your local listing with accurate business name, address and phone number (also known as NAP).
Next important step is to integrate schema markup. Schema.org has been adapted by all major search engines and is really a “cool” way to display short information snippets of your web pages on any SERPs.
Reviews or word of mouth marketing can make or break a business. It’s a way of learning about your business via Facebook, Yelp, Foursquare, Yahoo, Google+, Pinterest, Linkedin or any other social network web sites. It’s important to be proactive and provide customer services for both positive and negative reviews.
I love what I read on Andy Betts article “The Rise of Content Performance: The Search and Social Link” Working with large companies such as Cisco or VMware you’ll find Organic Search, Paid Search, Social, Branding & Content Creation in different departments with different budget, goals and objectives. Here is when a SEO professional can step in and break through these barriers.
Just a few steps away that leads to better content performance:
Work with all the groups and establish a shared goal, a cross-channel goal i.e. conversion, sale, or make an appointment
Work as a SuperGroup: Search, Content, Social (SCS) and invite Paid Search & Branding to your strategy meetings
Ensure that search (organic & paid) and social strategies are part of the content strategies
Always Execute, Test & Refine; continue evolve and adapt the groups tactics especially as you want to analyze various assets such as videos, images and possible text variations.
Analyze, attribute and measure performance
Figure out a way to report on all channels separately to see the impact of your content strategy in relation to final business outcomes.
Top 7 reasons why a website would still rank high on Google although it hasn’t been optimized.
If a website has a high Click-Through Rate (CTA). Google algorithm calculates it as a percentage and reflect the number of clicks you receive from the total number of people searching for specific phrase and your webpage ranks for.
The age of your domain. The older your website the more search traffic you will generally receive – caveat as long as you continually trying to improve upon it.
How many relevant & high authoritative (high quality) Backlinks you have. Google is able to look at the web page that are linking to you and analyze the text around the link as well as the text on the page.
How much Cross-linking you have. It’s important not only to have navigational or breadcrumb perspective, but also from an in-content perspective.
The quality of your Content. With Google Panda updates Google can do a better analysis of content quality.
What’s your competition landscape look like? Low competition keyword phrases aren’t updated by Google as often as some of the more competitive terms.
Too quick of a Growth Rate. Google is smart to know as it has data on a lot of sites within your space. Older website growing at a more ‘natural” pace versus one that seems manufactured.
This article was written by Brian Dean and it really resonates with me. I have written one in Jan 2014 on ranking factors, however, I put a little bit different spin to it “200+ Signals Influences the PageRank in SERP.” Brian has put a lot of work into his article and it is really worth reading.
Will desktop and/or tablet ranking also be affected by this change?
Is it a page-level or site-level mobile ranking boost?
How do I know if Google thinks a page on my site is mobile-friendly?
Unfortunately, my mobile-friendly pages won’t be ready until after April 21st. How long before they can be considered mobile-friendly in ranking?
Since the mobile ranking change rolls out on April 21st, if I see no drop in traffic on April 22nd, does that mean that my site’s rankings aren’t impacted?
I have a great mobile site, but the Mobile-Friendly Test tells me that my pages aren’t mobile-friendly. Why?
What if I link to a site that’s not mobile-friendly?
Does Google give a stronger mobile-friendly ranking to pages using Responsive Web Design (which uses the same URL and the same HTML for the desktop and mobile versions) vs. hosting a separate mobile site (like www for desktop and m.example.com for mobile)?
Will my site / page disappear on mobile search results if it’s not mobile-friendly?Specialized FAQs
What if my audience is desktop only? Then there’s no reason to have a mobile site, right?
I have pages showing mobile usability errors because they embed a YouTube video. What can I do?
To become mobile-friendly quickly, we’re thinking of creating a very stripped down version of our site (separate mobile pages) until our new responsive site is complete. Do you foresee any problems with this?
I found it interesting to see what channels Sujan Patel is recommending especially since some are not designed for text rather for images. Naturally, it is essential to re-purpose your blog content in various different type of assets, such as images, PowerPoint format, infographics, video or podcast.