Creating an online brand is a necessity for companies trying to reach their full potential. The age of newspaper ads and business cards is coming to a close. Thankfully, there are a ton of cost-effective resources available online for growing a brand; if you're willing to put in the time and learn.
1. Making the Most Out of Search Engine Optimization
Think of Search Engine Optimization (SEO) as the latest evolution of business networking. SEO is about giving your website a strong reputation online, by connecting with other reputable sites and creating fresh content that drives traffic through your sales funnels.
For example, Thrive Internet Marketing was able to help a local appliance parts supplier boost their site’s traffic by more than 600% and bring in more than 180 online leads. You can see detailed results of their efforts in the Case Study they published. They did this by aggressively optimizing the site’s content and working with influencers to build strong backlinks to their client’s site.
Ready to get your site the quality traffic it deserves? You’ll need to seriously consider both On-Page and Off-Page Optimization.
On-Page Optimization: The content you publish, and the code you use to construct the pages of your website, fall into the category of “On-Page SEO”. The level of optimization in your site is incredibly important, as on-page SEO has a direct impact on your rankings for keywords relevant to your company’s products and services.
According to some reports, strong rankings on Google can bring 300% more traffic than even the best social media marketing campaigns.
Create fresh, engaging blog posts that provide valuable insights to your target audience.
Curate landing pages that are hyper-targeted to different types of customers.
Make sure XML sitemaps are easily accessible by search-engine crawlers.
Utilize Headers (H1, H2, etc.) to help crawlers understand your site’s relevance to keywords and phrases.
Off-Page Optimization: Your website is only as strong as its reputation. To build a strong reputation, other high-ranking sites need to mention and discuss content from your website. SEO Analysts refer to these mentions on other sites as “backlinks”.
For example, if a highly ranked website had a hyperlink to your website, and the hyperlink used the text “women’s handbags”, Google would be alerted that your site is likely a high-quality resource for searches related to “women’s handbags”.
In reality, it’s a bit more complicated than that, but for our purposes, that explanation will get you started thinking liking an SEO expert.
Build relationships with high-quality sites that are relevant to your industry.
Use those relationships to earn backlinks to your site.
Interview high-profile clients and influencers; offer to profile them on your blog. They’ll be more likely to tell their network about your site if you appeal to their ego.
Create a YouTube Channel full of exciting videos that are relevant to your industry.
Reserve your “Google My Business” listing and make sure it chalked full of relevant, accurate information.
When you update content on your site, submit the URL’s for updated content to Google for expedited crawling and listing.
2. Social Media: A Growing Factor in SEO
Change is constant in the world of Search Engine Optimization. Reports published as recently as last year downplayed the role of Social Media (Facebook, Twitter, etc.) in search engine rankings. But more recent reports indicate that Facebook and Google are working together to allow Google to index and analyze social media activity.
So how can you prepare for the growing presence of Social Media indicators in Google’s search ranking algorithms. For starters, realize that Google is dealing with a lot of volume when it comes to social activity. Approximately 55 million status updates are posted to Facebook on average, every day. Twitter gets about 6,000 Tweets every second. Those are some insane numbers. So it’s pretty safe to assume that a simple post isn’t going to impact search engine rankings for your site.
However, if you can create a powerful, viral Tweet or Post that is shared around the internet, you might just get Google’s attention. Instead of giving serious consideration to every Tweet or Post, Google is most likely paying attention to high-engagement posts. You’re going to want to take some notes from this list of “The 50 Most Shared Facebook Posts of 2014”, courtesy of Buzzfeed.
3. PPC Advertising
The fastest way to rank for a specific set of keywords or phrases is to pay Google to place your site in front of users searching for those keywords. While paying for an ad through Google’s AdWords service won’t improve your organic search rankings, it will definitely help get your company in front of prospective customers.
Tools like Google’s Keyword Planner will help you identify popular keywords. Understand though, that even with the best intuition and budget, you’re going to end up wasting some of your marketing budget on keywords that fail to deliver targeted customers to your site.
Even though it might seem totally obvious that a keyword is related to your company, it’s very possible that the majority of the users typing that term into Google are looking for something different from your site’s offering. This is why PPC ads can be an expensive lesson in testing keywords and hoping they convert.
Of course, failure to convert can be both a keyword issue and a site content issue. This is one of the many reasons that companies like to leave their PPC campaigns to professional marketing experts with access to additional tools and reports to help focus efforts on campaigns with a higher chance for success.
Author Bio: Thomas Barker is a digital marketing expert. Thomas has worked extremely hard to dominate the competitive realm of gadget insurance and appliance repairs. When not fused with his keyboard, you can find him walking vast distances with his dog on the beaches of Britain.
*The information in this blog is designed to provide helpful information on the subjects discussed. Please seek a professional for expert advice as we can not be held responsible for any damages or negative consequences upon following this information.