Digital Marketing Approach for Year Ahead
As time changed, search marketing shifted away from highly focused keyword optimization and with this changed scenario, it has become crucially important for all other digital marketing functions to become key elements of SEO strategy. Also non digital marketing functions should support in the growth of website traffic.
With the below highlights of varying years you will get an idea how other digital marketing functions have now become as a part of SEO strategies.
SEO in this timeline have witnessed some major algorithm changes by Google updates named ‘Panda’, ‘Penguin’ as well as ‘Hummingbird’ which clearly stated that Google is in active mode to counter against black hat keyword spamming activity within the industry. This brought the first change in traditional SEO activities to build website traffic. It is no longer about tactics such as link building on other websites, blog or forum network building just to create links to other websites, submitting the same article to article directory sites all over the internet or any other black hat tactics that once worked to trick the search results.
With so many major rules laid by Google in previous 2 years the digital industry realised that broader mind-set was much needed. Some may have suffered from Google updates and had their websites negatively affected. This timeline witnessed things like focus on onsite stuff and content marketing became the king. It gave way to an era of SEO plus PR; algorithm became wiser and introduced a more intuitive search process and social became its own search. However were these changes really showing any value or ROI?
KPI’s for website performance focused more grossly on more measurable metrics and thus the goalposts for reporting have shifted. These metrics involved:
• Increasing relevant website traffic
• Increasing conversions
• Increasing level of engagement and reducing bounce rates.
• Measuring success of content over keywords.
Achieving increasing growth in organic search traffic and SEO success requires integrated efforts. With strong Google rules and it is no longer an easy task to manipulate a search index position. Whilst it is true that each individual in a marketing function may be an expert in a particular area like SEO, social, etc but this distinction is declining in digital marketing due to crossover of functions, especially the changes seen in search. As a result, organisations are making efforts to match this shift in digital industry, cross skilling their specialists to become more versatile digital marketing professionals.
Critical considerations for SEO success
Crucial factors to SEO success
Content marketing- Whether On-Page or Off-Page, content marketing are the crucial factors to engage others, generating interest and improving the profitability of people linking back to content.
Social Media- In order to build brand awareness and audience it is essential to invest time and effort across relevant social media platforms.
Conversion Rate Optimization- ultimate goal is to redesign and finalize website or landing page layout and content so that higher percentage of site visitors are generated without the need to increase advertising expenses. And the visitor’s journey should be supported by statistics and insight, the reports then should reflect these findings.
Offline marketing- Any offline activity like speaking at an industry event can lead to online activity. Thus, marketers need to optimize their offline functions to increase their online value.
Integrated Digital Marketing approach
The marketing team should always be lead with an objective of increasing website traffic. Irrespective of daily tasks and functions there should be willingness to work together and with an integrative approach to marketing efforts.
Considering all the elements, the coming year should signify a broader, more intellectual and more inclusive approach to digital marketing efforts. The marketing team should consistently be in communication with each other, and also with clients and vice versa, leaving lesser scope for those in SEO or other digital marketing functions or offline marketing activity to work individually. Rather all things should operate with a more rounded approach. It should complement not only the SEO performance but also brand awareness and website reputation.