Online Marketing Strategy

For many companies, their website can be their largest brand asset, which is why it needs to display authority, trust, and expertise. Optimizing your website to meet customer needs and display these characteristics makes up the fundamental process of SEO. However, before we dive into the nitty-gritty of SEO, I always recommend my clients perform a deep analysis of their client and consumer relationships. My company does this in three ways: Examine how and why individuals are discovering and considering our products/services. Examine our customer's online behaviors (e.g., search queries, questions, and attributions channels). Examine our customer's demographic and psychographic criteria (e.g., what are they like and what are they looking for). Understanding and acting on this data will put you on the first step to performing a proper SEO campaign. So without further ado, let's define the process of SEO, what strategies to take, and how it can help your online p...

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Choosing a digital marketing agency or an SEO expert for your online business can be quite tricky. Especially when you have little to only surface-level knowledge of search engine optimization. Every online business owner wants to work with the best of the best digital marketing professionals to achieve ROI in minimum time. That's why you should vet the agency or a professional's expertise before signing a year-long contract. This article will walk you through some of the fundamentals of hiring marketing or SEO professionals to make the most of this investment. So without further ado, let's get down to business. 1. Search for an Expert on a Credible Platform First things first, you can't trust any random so-called expert to drive organic leads and sales for your business. Thus, it's essential to hire an SEO expert from a credible platform. For finding an individual freelancer, check out Fiverr and Upwork. These two platforms are home to thousands of search...

Search engine marketing (SEM), search engine optimisation (SEO) and search engine advertising (SEA) are strategy and pitch document mainstays because people understand that they're an essential part of the digital marketing mix. But they don't often grasp their individual power. Effectively, SEO and SEA form part of search engine marketing, which is the essential toolkit any tactical digital marketer should be using. Google has control of more than the lion's share of search traffic in South Africa, meaning it's rightly the focal platform for many online marketers. Online marketing differs from historic marketing only in terms of the huge amount of data that can be gleaned from analytics that track almost every aspect of online interaction. The fundamentals remain the same – like moving a prospect through the sales funnel. When a customer is looking for a product online, their foot is already in the entrance of the funnel. We know that they've been drawn to a produc...

Google Analytics (GA) is a powerful tool that lets website owners learn how users interact with their webpages. The amount of information we can get from Google Analytics is so in-depth that a theory has been circulating, for over a decade, that GA data is a ranking factor. Is Google Analytics really powerful enough to influence Google search results? Let's take a closer look. [Recommended Read:] Google Ranking Factors: Fact or Fiction The Claim: Google Analytics As A Ranking Factor In Google's How Search Works documentation, we can see that a webpage's relevance is one of the many factors used to rank webpages. Screenshot from Google's How Search Works, June 2022 The most basic relevancy signal is that the content contains the same words as the search query. Additional information about how Google determines a page's relevance is provided. Beyond simple keyword matching, Google says, "We also use aggregated and anonymized interaction data to...