It is no longer enough to “do” search marketing. As the field becomes more and more competitive, it is critical that you set yourself apart with unique and evolving web marketing techniques. The Hummingbird, Penguin and “not-provided” climates have made it very difficult for marketers to stick to old, tried-and-true methods. To survive, your company must market differently than before.
Laying the Foundation for Good Marketing
The first thing to do is to determine why you are involved in a specific marketing channel or technique. The best way to quickly assess a marketing scheme is to look at ROI or return on investment. If you are going to invest your money into a marketing campaign, it is important to know exactly how much you are spending and what you can expect to receive in return. It is also important to track this return on a regular basis to see if the campaign is delivering the expected results. If necessary, adjust your marketing campaign to reflect the
Diversification Is Key
In order to survive the latest changes and those to come in the future, diversification in digital marketing is key. There are several things to remember as you think about ways to diversify your marketing campaigns:
- Google is a business. Google’s job is to provide the best possible search results, and the company will continue to make changes to do that job successfully. It is not Google’s job to change to help SEO; it is SEO’s job to change to meet Google’s demands.
- “Not Provided” impacted attribution of work for SEO marketers. It is important to understand this latest change and adjust reporting to fit. Likewise, Penguin and Hummingbird have direct implications for SEO marketers. Understand that these implications are and what they mean for marketing campaigns.
- Ask the right questions. Study your marketing to determine which questions you should be asking and ask them of the right people.
- Identify proper marketing channels. Your hard work will pay off if you do your homework in increased sales as well as better brand loyalty. However, you have to identify the marketing channels that will give you the best return, and the way to do that is through trial-and-error as well as study. Never be afraid to give something new a try, even on a provisional basis.
Diversifying your marketing technique is a great way to bring more and better visitors to your website.