If you truly want to excel at online marketing, you need to be focusing on search engine optimization.
Marketing your business is essential if you want to be successful. With all of the technology available today, it’s important that businesses put a strong emphasis on online marketing.
Online marketing is a great way to reach a large group of people and increase awareness about your company. Many companies know that it’s important to have a website and online presence, but when it comes to the schematics of their online campaign, many fall short. Too many websites are focused on getting content to go viral, but that’s not the route to take. If you truly want to excel at online marketing, you need to be focusing on search engine optimization.
There’s no guarantee with viral content
When a video, image or content goes viral, it can be exciting for your business. Your collateral is landing in front of a large audience at a rapid pace, and you may increase website traffic because of it. However, there is no guarantee that content is going to go viral, so you may end up spending a lot of time and money on content that does absolutely nothing for your business. This is why it’s important that you stop focusing so much of your efforts on viral content and instead focus more on SEO.
Straightforward SEO approaches work better
Unlike viral content, SEO uses more of a straightforward approach. You create a plan to increase your traffic, and you implement strategies to ensure your plan is implemented.
The biggest strategy you need to implement is focusing on your content. SEO relies heavily on content, and you want to make sure that your content is conversational in tone and contains copy that is relevant to your overall product or service. Search engines use crawlers to scan through your content, and they will use the information they find in order to rank your site appropriately. If your content is similar to content that is used in search queries, you’ll have a higher chance of being found online.
It’s important to add some variety in order to achieve success
The best benefit of SEO is that you have other options to choose from when it comes to strategies. Yes, you need to put the major focus on your content, but after that is done, you can still implement other tactics in order to achieve SEO success.
- First, you can ensure that you have descriptive copy on all tags and descriptions of your web pages, videos and images. Search engine crawlers can scan through these areas as well and use the information they find to rank your site.
- Second, you can add local content to your web pages. Search engines are now putting a major emphasis on local search thanks to geolocation, so it’s important that you add local content to reach your local audience. Be sure to include contact information and any text that can describe your location, such as local monuments or roads that you’re near.
- Third, it’s very important that your website is optimized for mobile. More people are using mobile devices for search than ever before, and if your site cannot be accessed through a mobile device, you are losing out on a large number of potential visitors. Make sure that every page of your website can be accurately viewed and used through a mobile device. Test it out on multiple devices and in multiple browsers, and be sure to fix any bugs. You also want to make sure that your mobile website loads quickly too, as a slow loading website will deter your audience.
Finally, if you have videos or audio files on your website, you need to enlist the help of a professional audio and video transcription service. Search engine crawlers cannot access the content being spoken in your video or audio files, which means that the relevant keywords and information are not improving your SEO. Having your files transcribed by a professional, and then placing that transcription on your website will greatly improve your SEO efforts. Search engines will be able to scan through the transcriptions and use the content to rank your site more appropriately. Plus, transcriptions make your website more accessible, which can also boost traffic to a larger audience.
If you’re still debating about which online marketing tactics to implement, ditch the viral video campaigns and replace it with a strategy that has a better success rate—search engine optimization.
Cameron Ellis is an internet marketing consultant and freelance writer. Cameron has chosen guest blogging as a means to share his knowledge and help others with online marketing.