Virtual reality has been touted as the next big step for digital marketing, but with adoption rates for VR devices still abysmally low, marketers need to settle for the next best thing. Augmented reality (AR) marketing is now seen as the middle-step between traditional advertising media and what the future holds.
Search engine king, Google, has revealed that the rate of local searches performed on mobile devices growing considerably faster than mobile search in general, with it expanding by 50 percent year on year. To respond to this trend, Google has continued to regularly include new features to Google My Business (GMB) and the Knowledge Panel.
The majority of marketers today are equipped with general online knowledge and skills to get the basics done. They might not be experts in the field who can master all of the opportunities at their disposal, but they can tick enough boxes to justify their existence and build something of worth for a brand looking to compete in their niche.
The challenge for these operators and business owners alike is to truly quantify what works with their search engine optimisation (SEO) efforts. Put simply, there is no point venturing forward with a bold campaign that incorporates thousands of hours and hard-earned dollars that delivers something that cannot be understood.
The practice of search engine optimisation (SEO) is always viewed through the lens of the user. In this respect, the objective activity of increasing traffic and brand visibility is a very subjective past-time, shaping campaigns based off the preconceptions from the online marketer in charge of driving engagement with the project.
This direction will sit anywhere across the spectrum. On one side is the marketer who views optimisation purely as a scientific numbers game; e.g. how many keywords are needed in this individual piece of content to access this many impressions?
At the other end is those marketers who analyse the web experience through an aesthetic and user-friendly lens. A domain might tick most of the SEO boxes, but can I access the contact tab easily, is there clarity in the message and is the information easy to share with friends?
What both of these philosophies and perspectives have in common are metrics that drive engagement. Neither viewpoint is incorrect, as they both happen to play a significant role to enhance optimisation.
We all want to improve our search engine optimisation (SEO) performance to boost Google rankings right now. In the cut-throat world of business, it is those brands that show initiative that rise up the ladder the fastest and in doing so, collect the major dividends.
Companies are constantly told to update their material and be aggressive in the marketplace to secure their place at the table. Act first and think later has often been a by-product of this desperation.
Yet the conduct of those operations is not just a moral quandary but one of significant relevance in the context of 2018. Search engines are wise to the backdoor techniques that see websites engage in suspicious and callous behaviour for a cynical grab at clicks.
Herein lies the issue of Black-Hat SEO. As opposed to White-Hat practices that attempt to achieve an organic ranking via modes of keyword integration, authoritative backlinks, multimedia use and traffic from genuine social media accounts, black hatters use and abuse these metrics to the nth degree.
What is the point of undertaking a lengthy and taxing search engine optimisation (SEO) process if the sales conversions do not follow? If we break down the very essence of marketing, it is the capacity to score the best possible return on conversions from the resources you have available. Boosting your ranking on Google is simply a means to achieve that end.
What has occurred over the course of time though is an intersection of SEO with sales conversions because the algorithm has adapted. Taking into account the searching habits of the populous at large and the requirements of advertisers to promote their product/service and push for that all important call to action (CTA) moment, quality SEO now directly translates to quality sales conversions.
A search engine optimisation (SEO) campaign is hard work. Should your brand be searching for a quick fix, then this is not the avenue you should be exploring.
It happens to be the best means of scoring high volumes of traffic and being a viable online entity long-term, a fact that entices any organisation with a modicum of ambition to go all in.
Before you start firing off emails, messages, phone calls and storming into an office demanding answers for a failing campaign, understand that an effective SEO operation takes at least 3 months until results start to bear fruit.
Yet if you believe the bullet points have been ticked off and your efforts have been following the textbook and there is still no light at the end of the tunnel, clearly there is a problem at hand.
The debate around Facebook advertising is usually placed from the position of the positive; i.e. what benefits will my enterprise receive from venturing down this path? The social media giant performs well enough advancing their own cause, but few operators take time to see this issue from the other end of the spectrum: just what are we missing out on by not engaging with Facebook?
Running a business page on Facebook is no small endeavour. On the outside it might appear like a bit of fun to upload some content and tap into a community hub that will automatically gravitate towards what you have to offer. If that is your mindset – prepare for a shock.
Like any strategy in the online sphere or anywhere for that matter, there is a consistent challenge to engage, understand, respond and venture forward with a proactive agenda. Even in that scenario – a brand is never guaranteed the type of results they are seeking, with other external forces at play throwing a campaign off course.
At the turn of the decade in 2009 and 2010, Facebook likes were the new hot item on the online marketing agenda. The social media giant would enjoy an incredible boom and suddenly a consensus developed that every business from every niche had to have a Facebook page and garner as many likes as humanly possible.
What we had created was a digital arms race – who could climb to the top of the mountain the fastest?
Taking some time to reflect on this trend and the evolutions that have taken place in this space since, the picture today is not as clear in 2018. Twitter, Instagram, YouTube, LinkedIn and others have flooded the social media environment and enterprises are finding new and innovative ways of achieving their revenue targets.