Digital vs. Traditional Marketing: Which is the Best Way to Market Your Business?

Becoming a business owner in 2017 can be an extremely difficult feat, as the economy has begun to stabilise and the market is becoming much more saturated with business. It’s been revealed that only 20% of entrepreneurs are victorious in their business ventures after those initial two years.

One of the most difficult things to consider when starting a business is how you are going to build your brand and how you are going to market your services. The majority of modern marketing tools fall into two categories, which are “traditional” and “digital” marketing, the question is, which one is best for your business?

Traditional Marketing:

Traditional marketing is a craft that has been perfected over the span of centuries. Every advertisement you ever see, hear, or pass by are the result of carefully calculated and thought out by a marketing team. Traditional marketing has the power to stay with somebody long after they have come into contact with the advertisement or strategy.

Think about this, have you ever walked through a busy high-street and been handed a bottle of your favourite drink, or given a sample of food in a supermarket. All of these clever little ways to get you thinking and talking about a product or brand, fall under the umbrella of traditional marketing.

One of the best things about a traditional marketing campaign, is that you are most likely going to reach a lot of people over a short period of time, for example if you have a television advert set to air over the course of a day, then people are bound to see it. On the other hand, although you will be reaching a large audience, or putting your product in front of a lot of people, there is no guarantee that any of these people will want to buy your product or service, or even take notice of the advertisement.

There is a common saying in the marketing industry, called “throwing mud at the wall”, unless carefully catered to a specific/ niche television channel, or centred around the demographics and psychographics of your target audience, then you are essentially throwing mud at the wall and hoping that it sticks.

In other words, traditional marketing is all about thinking outside of the box and about timing. If you consider the people you are trying to sell to, where they will be, what they watch, what they listen to, and what they respond to, and then target your campaign to fit this, then you can have a really successful outcome. Some of the most simple yet effective ways to deliver brand marketing is to also hand out promotional items, such as wristbands, t-shirts and mugs.

Digital Marketing:

Digital marketing allows you to be more specific and precise with your targeting. Rather than using the “throwing mud at a wall” approach, you instead have the option of practices such as Search Engine Optimization, and Pay Per Click, which will put your company’s website in front of people who are seeking your service. This is great news for you, as it means that you are guaranteed to reach your target audience – this isn’t always a possibility with TV adverts.

As well as using SEO and PPC, many companies also choose to take advantage of social media as a key aspect of their digital marketing strategy. The reason that this strategy is becoming increasingly more popular is because it is a cheap and easy to use platform, and has also been proven to bring in one of the most successful ROI of all the marketing tools. Similar to traditional marketing techniques, digital marketing techniques and strategies are most successful when they are used together. For example, social media campaigns are useful when they are combined with SEO campaigns or PPC campaigns. All are effective on their own, but all are more successful when combined together.

Is Either one Better?

As with anything, these traditional and digital strategies are not without fault of their own. Following on from the “throwing mud at the wall” idea for traditional marketing, there is also no real way of tracking how effective your campaigns have been. For example, if a chocolate manufacturer decides to hand out free samples of their product, and also to produce a television advert, there is no real way of knowing how many direct sales have come from this.

Although you can take into consideration the rise/ drop in sales of a product, or a rise/ drop in enquiries based around the time or location, you can never be sure. As for digital marketing strategies and the use of social media platforms, there is often a two-way communication between both the company and the customers or clients, so any negative reviews that are left for the site, are made open to the public and can even damage the company’s reputation in the long run.

With all factors considered, it’s important to make sure that you put a lot of thought and consideration into your marketing campaigns. One of the best ways to ensure that you are making the most out of your marketing campaigns is by using both methods in tandem with one another.

Running various marketing campaigns, both traditional and digital and using the trial and error method will allow you to gain a better understanding on what works for your business and what brings in ROI. An unconventional, yet successful method could be to create a hashtag on social media and also printing out the hashtag on wristbands. There are so many different ways that collaborating and exerting these techniques could really assist your business in making a higher ROI.

Semalt Shares The Secrets To Ranking High In Local Search Engines

If you are interested in ranking higher in search engines, it is important to understand how search engines operate. Their aim is to provide visitors with honest and relevant answers to the questions asked. When searchers throw queries to local search mix, search engines, such as Google requires knowing that local businesses are real. Spam sites are also attempting to rank high in every local search by providing fake information about their locations. So how can a local business prove its information?

Ross Barber, the leading expert of Semalt Digital Service, describes the methods that will help you to rank higher in local SEO.

Sign Up in “Google My Business”

To start with, sign up your business in “Google My Business”. It is completely free to sign up, and any local business should have this account. This is the initial step a company make to rank higher in SEO and local search engines. Most people look out for available local businesses from the Google. Any local business that already has an account with Google My Business has a perfect chance to rank above other organic search results. Visit the Google My Business and get started.

Learn Advantages of Your Competitors

Secondly, get inspired by local competition. Research on those businesses that rank above your company and learn how they have achieved their success. This is not a hard task. Also, analyze backlinks (websites from other domains that point to your site) as soon as they are another important ranking factor. It iis safe to assume that competitors have some valuable backlinks and SEO profiles. You can use Backlink tool to learn who is linking to your business competitors.

Connect with the Community

Thirdly, get tangled with the community. Interacting with members of society is not only necessary for brand exposure and increasing referrals by word of mouth, but also, it can help a business to rank higher both local and global search engines. Ways by which local business owners can get involved in community include donating money, organizing and sponsoring events. Consequently, the recipients of donations will mention your business on their social media profiles and web site. If they fail to do so, an entrepreneur can tag or link them when posting. The posts will be shared with those who were not involved, and search engines will establish a connection between your business and local community.

Use Local keywords

Target the local keywords. Use your state or city name for search engines to index the business correctly. This can be achieved by using Google’s Keyword Planner Tool that compiles a list of locally available keywords that prospective clients ask for in Google. Type every keyword on Google and assess the competition. For local SEO purposes, target these keywords in title tags, meta descriptions, body content, header tags, social media alt tags.

Finally, update the items of your online local presence. Adjust page settings for Yelp, Bing, Superpages, Yellow Pages, Google (Search, Google Maps) and Facebook. It is common for a company to change or add addresses, services, and telephone numbers. However, this is something that affects the local ranking of business if inconsistently listed on different sites. For instance, Semalt Analyzer tool is the one that can be used to check constancy of such information.

6 Important Ways to Keep Up With Google in 2017

Search engine optimization is continuously evolving and it is up to the SEO experts in the industry to make sure that they are up to date. If they are not keeping an eye on rankings or changes in Google’s algorithm they may suffer some harsh consequences related to their website rankings. This can result in a loss of profits for you and (even worse) your client, which no agency wants.

The truth of the matter is that Google has control and they choose what happens on their software. They have experts and coders working all day trying to find ways to stop aggressive black hat SEO from ruining their business, giving searchers falsified information based on dirty backlink building.

This is why we have seen so many algorithm and security updates on their system like Panda and Penguin, which allows Google to automatically assess a web page and deem it both high-quality and Google friendly or spammy and useless.

It is for this reason why keeping up to date with trends and Google’s changes are more important than ever before, so here are a 6 simple and effective ways you can make sure you stay ranked and remain in Google’s good books.

Make Content Engaging and Helpful

Why do people search in Google? Because they are looking for information (most of the time). I know some may argue against this but, for the majority, individuals come to Google for help and info and stick to Amazon when they’re looking to make a purchase. Google is very aware of this and ranks sites heavily on their content.

It is more important than ever to make sure that you are writing high-quality content that answers as many questions as possible. A study by Backlinko found that the highest ranked sites in niches normally had more content, approximately 1500+ words. When you are trying to rank a web page in Google, write it as long as you can without breaking away from the subject. Add media and remember to keep keyword optimization smart, not excessive. Google can see an over-optimized page from a mile off and recent updates seem to be focusing on this on-page aspect more and more in 2017.

Build Links with Relevancy in Mind

Unfortunately, you cannot go on the internet and begin building links from any site you please. Well, saying that, you can but you won’t get great results and you may even receive a slap from Google’s algorithm. Google has come down hard on spammers and terrible backlinks from spammy, irrelevant sites. With newer and better systems Google can now check the backlinks of your site and assess the anchor text, the co-citations and the quality of the site in general.

The truth of the matter is that Google wants to deliver its users relevant results that direct them to more relevant results. That is also the reason why it is beneficial to include outbound links on your posts – it indicates that you’re part of a community. If the site is not only low in authority and trust but also completely irrelevant to your site, Google will not take it as a viable source to rank you and you may not see a lot of SERP movement.

Matt Cutts announced himself that relevancy is the new page rank. Make sure backlinks are on relevant sites and use contextual anchor text that relates to the content it’s pointing too.

Use Google’s Web Tools

Google has restricted the use of many handy tools in the past, including the Keyword Planner (which is still available but no longer shows specific volumes) and the keyword tool on Google Analytics. However, this most definitely doesn’t mean they should be abandoned completed.

Google invests a lot of time and money to make sure that their webmasters have a bundle of tools and equipment to help them succeed with their business. When you look at all the options they offer you can begin to see the opportunity that you’ve missed. They offer features like the Keyword Planner (still incredibly useful), webmaster tools like sitemap submission and page rank, and if you cannot find any use for these tools there are a bunch of third-party tools that, in some cases, can be even more beneficial for your SEO efforts. Some of these include Moz, SEMrush, and Ahrefs.

Social Media is More Powerful than You Think

Social media is actually a lot more powerful than SEO. That concept can be hard to accept if you have been committed to SEO your entire life and have always seen results. The truth is, however, is that your audience are probably using Facebook, Twitter, and Instagram a lot more than Google. Sure, Google gets a lot of searches on a daily basis, but when you compare that to the number of sessions on social media it means nothing.

It is so important that you jump on the social media bandwagon because it is not only a great source of additional traffic but it also provides your SEO with no-follow social links, which add credibly to your campaigns and help improve trust. Even if there is a continuous debate over the effect of social links on web page ranks (because they are no-follow), they still have a place in the algorithm, whether you like it or not.

Also, social media acts as a way to communicate to your audience and some companies use it as a form of customer service. It gives you to the opportunity to close the seller-buyer gap and talk to customers on a personal level.

You need to be concerned about Site Metrics

When people think of SEO they immediately jump to the conclusion that backlinks are the best way to climb the SERP ladder. This may be true to an extent but Google has been making some changes and backlinks in combination with content and RankBrain are what really matter with SEO.

We have already covered content briefly as well as backlinks, but what about RankBrain. It isn’t really mentioned a lot in SEO and that is because not a much is known about it. Google themselves are still trying to work out how the algorithm works and learns – it’s a learning process on both ends. RankBrain is a form of AI that looks at lots of different signals that come from your site, including metrics like click-through rates and bounce rates.

What does this mean for you? Basically, you need to make sure that your site is user-friendly and has lots of hooks to keep the reader on the site. You also want to make sure the snippets/metadata for your pages are catchy and makes the searcher feel compelled to click it. This relates to the first point but it is important to make the content engaging and relevant! At the very least you should be capturing emails so you have some control over your traffic.

Keep a Fresh Eye on your Competition

If you are in a competitive niche or are in competition locally against another business, it is very important that you watch their site closely and monitor their performance. This is even more important when the competitors are also performing SEO. If they are staying in the top positions they are doing something right. Check their site, SEO strategy, and content. Your job is to either mimic or improve – we always suggest you improve on it.

Using tools like Ahrefs, SEMrush and Majestic are fantastic when it comes to seeing what your competitors are doing when it comes to SEO. Ahrefs is great for mass backlink checking, providing you with relevant, clean link opportunities; SEMrush is great for keyword analysis and page rank checks and Majestic is great for anchor text checks and topical flow.

Conclusion

SEO is an ever-changing game and in order to stay in that top position, you need to keep one eye on the rankings and one eye on the algorithm. It is essential that you play along with Google and don’t break their rules. There are so many dark practices that you can perform to achieve quick, easy rankings (PBNs, Web 2.0s, etc) but they are not as effective as white hat outreach and broken backlink building. Use the tips above to stay on the good side of Google. The last thing you need is a virtual slap and a decrease in site traffic.

Ten Actionable and Practical SEO Tips

In the past decade or two, massive amounts of information about Search Engine Optimization (SEO) have been published, what was once true 10 years ago no longer holds true, and even tactics that used to work last year have been patched by Google. Read some time-tested favorites among seasoned SEO experts here.

Because search engines continually change their rules to ensure their users the most relevant results of their searches. Google does average several updates each day to optimize their search engine. Although most changes are insignificant, there are typically also a few large a year that can radically affect the effectiveness of your SEO efforts.

The reason Google makes all these changes is, among other things, that they will prevent a little too smart SEO tricks in giving pages an unwarranted high ranking. For example, using systematically built backlinks without real relevance or by overflowing texts with keywords to attract Google’s attention – the so-called Keyword Stuffing.

As Google’s search robots get better to recognize relevant content that gives the reader a real value, they also get better to punish “bad” content exclusively produced with search optimization in mind. The punishment typically comes in the form of lower ranking (placement) in the search results, which may be crucial for a website or store for the traffic and the opportunity to acquire new customers for the business.

Therefore, it is safest not to jump on the fast and smart solutions that are likely to give backlash, but to more effectively apply more real onsite SEO, combined with relevant backlinks. Here are 10 tips to ensure that the content of your website works for both the search engines and your visitors:

1. Target one page per keyword

Choose a single word or phrase that your article or website should be able to find at. It’s hard to optimize a page for more than one keyword or phrase, so choose the word combination that your potential customers will typically search for and stick with it.

2. Include the keyword in your text

Visitors who come to your website from a search engine expect to easily retrieve the words they searched for in your text. Therefore, use the keyword phrase in both headline, subheading and body text. Do not force keywords into your texts, but use them where it makes sense and sounds natural.

Overdosing keywords is bad SEO and punished by search engines as an attempt to manipulate. But one should not be afraid to use the correct keywords either, consider this example: if you offer plastic surgery SEO & website design, you would do well to make that a link in your text, as the example here, but not more than once per domain is required.

3. Use the exact wording

Search engines are getting better and better to interpret the purpose of a search. However, you will still find that pages that exactly match the wording of a search rank higher than pages that, for example, have the same words in a different order or in another form.

Does it make sense in the text and you have already used the keyword in the imagined form, so do you also add variations of your keywords (car rental – rent a car etc) as well as associated words to enhance the impact of your SEO work.

4. Optimize, but do not overdo

You write to real people, not search engines, so your text should be relevant to your target audience, while it should seem natural and authentic. You must never sacrifice the usefulness of the user to fulfill an SEO goal.

Put emphasis on writing easily legible content that gives the reader answers to his search and provide him with useful information.

5. Let the content determine the length

The side length of a text should be dictated by the message you want to communicate. A minimum of 300 words are a good goal, but provided that it is quality content and not obvious filler. Longer texts allow better placement of keywords and better opportunity to provide more information to your visitors. There has been the tendency that texts to the internet should be as short as possible.

Today, Internet users are more likely to want to read long texts provided that the content is relevant. A product description for a store and a passionate blog post must of course have different lengths. In terms of SEO services, however, there should be a certain amount of text that Google’s search engine can handle.

6. Use short paragraphs

Although Internet users are increasingly reading long texts, long sections often cause a reason for your readers to get up in the middle of the text. Long paragraphs tire your eyes, so keep your sections under 100 words. Again, of course, make sense and you should not break the text if it goes beyond the meaning of the text. Create section where it works naturally.

7. Take advantage of your other content

Internal links have a very beneficial effect on search optimization. By linking to other relevant content on your website (price lists, references, relevant articles, blog posts, or anything else) you show Google that you have more relevant content on your pages, but you also allow users to spend longer time on your site , Which Google honors with better placements in the search engine.

8. Customize your URL

All pages and subpages on your website have a unique URL (the address of your site on the internet). And the URL is important. A URL called: “www.example.com/cheap-cologne” will give significantly better SEO results than: “www.example.com/we-have-all-sorts-of-nice-and-cheap-cologne”.

It is relatively easy to change the autogenerated URL in most Content Management Systems, so do it briefly and accurately, and make sure that the URL contains your keyword.

9. Customize your metadata

Everyone has seen search results with incomplete texts as the example below. If your readers are to take you seriously, avoid half sentences and make sure your meta description stays within the allowed 156 characters.

You may optionally use a snippet optimization tool, as you can also test the URL and length of your title with. There are a number of different online.

10. Visualize your content

Make sure you have at least one image in your text. Images help visualize your pointers and can make textual content easier to read. Images that in title and all title are tagged with the same keyword as the text contributes with a significant SEO effect that you should not do without.

Stay up to date.

The above tips should be considered as some basic tips for do-it-yourself SEO. If you follow them, you have a foundation in place to think search optimization into your texts. In addition, as mentioned before, keep in mind that Google makes sure that practices change quickly and constantly. It is therefore necessary either to stay constantly updated in the area or to hire an online marketing agency to handle the work, perhaps a reputable firm such as Phoenix SEO.