Top Digital Marketing Strategies

[subornaakter20]

There are a number of channels that, when combined strategically and creatively, can make digital marketing very powerful for your brand and improve your company's ROI.

1. Web positioning or SEO (Search Engine Optimization)
It involves optimizing your website for search engines through keyword techniques and studies and developing valuable content for audiences.

We love the definition from Bill Slawski, author food and beverage email list of the SEO by the Sea blog:

“SEO is the practice of making it easier for website owners to meet their audiences, as well as satisfy the site owner’s goals and the informational and situational needs of their audience. In part, this means helping website owners find the language their audience will use to search and overcoming technical obstacles that can prevent search engines from crawling and indexing the great content developed for that audience.”

How to position your brand on Google?
And what does that engine take into account to show you among the first search results? The secret is in your content.

Let's put it this way: every time you go to Google to make a query, the search engine puts its "spiders" to work to find the content that most closely resembles what you are looking for.

The likelihood of appearing in the top spots increases when you generate content based on a keyword-based strategy.

For example, let's suppose that as a user and consumer you go to Google and search for “best cell phones of 2023”, as a result you will find several websites that offer content on “trending cell phones”, “newest cell phones”, etc.

So you click on one of those links, view the content, and if you find it interesting, you're likely to visit other pages on that website. You're initiating an action that could lead to a purchase.

This is why content is essential for positioning in search engines and is one of the keys to digital marketing. In addition, Google also takes into account, when positioning, the frequency with which you publish content.

What does Neil Patel say about this?
Digital marketing expert Neil Patel explains that when a site publishes new content, Google gives it a score, but this score fades over time and the site will then require more content to regain its position.

When building content, keywords tell the search engine what our articles are about or what our services are. Choosing the ones that best fit your brand and product and developing them is key to your SEO.

But be careful! It is not enough to fill your website with the keywords you want to rank for, because if you do not do it properly, they will have the opposite effect and your website will be penalized by Google.

Bad practices that aim to cheat, also called black hat SEO , are risky and our advice is to avoid them.

2. SEM (Search Engine Marketing)
Just as it is necessary to have good SEO on your website so that search engines show you on the first pages of search results organically, there is also a way to position yourself by paying Google to place you first in search results.

We call this SEM (Search Engine Marketing).

Broadly speaking, SEM consists of paid advertising campaigns on search engines. It is an auction where, in the case of the Google search engine, Google AdWords is used.

Depending on how much competition the word has, a price is assigned and a bid is established for each click you get on the link that you affiliate with that keyword.

For example, your keyword is “travel agency.” Google assigns a price to it (the more searched the term, the higher it is). Let’s say in this case it’s $1 and your budget is $50. Every time someone clicks on your link, it will deduct $1 from your budget.

The trick is to find the most productive keyword; that is, the most searched keyword for the lowest price. To do this, just like with SEO, you need to do keyword research to optimize your budget.

Differences between SEO and SEM
SEO and SEM complement each other, but they have certain differences.

SEO is constant and you have to boost it in every piece of content you publish. SEM, on the other hand, is applied to specific campaigns based on the budget.