It is common sense to assume that the more times a website appears in search results, the more traffic the website will receive. This assumption is supported by research indicating that a first position on Google will get you nearly 36.4% of the traffic with a rapid decline from there. It will be fair to say that if you are not on the first page of any search engine ranking for your specific keywords, you might as well not worry about gaining clients from the web.
If one had to compare statistics for the amount of traffic received by page, the case is well made that a first page ranking is important if you want to drive traffic to your website. Few website owners know this fact and even fewer don’t do anything to change their lowly ranked websites and turn it into a driver of revenue. Off course studies like these from Chitika can be taken on for their narrow focus as far as demographics, lack of stats on pictures and videos, use of rich snippets, etc. are concerned, but as a general rule I would go with the conviction that ranking is important.
There is however another side to this coin, and that is to stop chasing algorithms. This entails hunting down the ideal customer and having a single-minded focus on that customer through content and social media engagement. More on this in another post.
Search Engine Optimisation
The process of affecting the visibility of a website on a search engine’s organic search results is known as Search Engine Optimisation (SEO). Using SEO as a way to rank well on search engines is a business strategy to generate more revenue.
SEO is a digital marketing strategy which considers how search engines work, what people are searching for and how to optimize your website to rank well for those search terms. SEO however is not an appropriate strategy for every website. Sometimes it is better or even unavoidable to use paid search marketing know as Pay Per Click (PPC). If you have a young website or not many users are searching for your specific search term, PPC is the way to go. Successful online marketing campaigns also require proper analytics to be effective. Fortunately search engines provide fantastic analytics tools to help savvy marketers adapt their campaign, given the mass of analytical data available.
SEO might produce a great return on investment and can be long lasting. The fact that search engines can and do change their search algorithms regularly can interfere with the ROI if constant care is not applied to your online marketing activities.
SEO is however impossible without sufficient digital assets. A digital asset is anything that can be reduced to zeros and ones. They are important because they are found on the world wide web. Examples of digital assets will include;
Your Facebook page
Your LinkedIn Page
You Google+ page
Creating and maintaining these in a way that appears fresh and relevant to your business can be a full time task. The internet is a competitive space, so creating engaging content is a good way of staying ahead of the pack. Once these digital assets are created the world needs to know about them. Driving traffic to your digital assets is a qualified labour intensive marketing exercise. People that work in this space are knowledgeable about search engines and the ways in which your digital assets can be discovered on the web.
If you want to influence conversations on the web about your company or products, the creation of a deep reservoir of digital assets and the methods to get it discovered is best left to professionals.
These professionals could of course be part of your staff, but should you not be able to, or not want to, afford this internal expense an agency like Puzhr can provide all these services at very reasonable rates.
Besides SEO there are various marketing channels used to reach you audience. These include;
All of these however have one goal and that is to drive traffic to your site. These channels can also have an immediate effect on traffic if executed well. Other channels like affiliate marketing can also greatly improve traffic to your site.
No matter which channels you use, its proper implementation and management is crucial to achieving good ROI on your marketing effort. A half-baked attempt will lead to frustration and a waste of money.
The following concepts forms the central theme of any good online marketing campaign.
Creating strong relationships with your audience can be achieved through social media and blogging. This keeps you existing customers engaged and they in turn will bring their friends. Focus obsessively on their needs and they will keep coming back for more.
Search engines are looking for original, relevant content – so are your potential clients! People want solutions to their problems and they search for those solutions on the internet. You need to provide content that is compelling and has a strong “call to action”.
You can’t do much on the internet from a marketing perspective if you don’t have well thought through digital assets. Create it yourself or get it created by professionals, either way your online efforts will be more successful.
Have something worthy to sell
You compete for people’s time and money and you will get neither if you don’t have a worthwhile product to sell.
The bottom line
No matter the size of your business, online marketing can be highly effective at gaining new clients and keeping existing ones. It takes a dedicated and sustained effort though, one that you should start sooner rather than later.