Posted by on Apr 29, 2014 in Marketing Channels, Uncategorized | 0 comments

Writing for SEO, What You Should Consider

Search Engine Optimization (SEO) is a crucial part of your e-marketing strategy.  Why is SEO important?  In our overview of online marketing: E-Marketing is Evolving we explained that SEO affects your ranking with search engines like Google.  The higher your ranking, the more prominent you’ll  be on search engine result pages (SERP).  This helps people find you, and the  closer to the top of the search results you  appear, the more significance you have.  The perception is that links or companies that appear higher in the results are more relevant to the searcher’s needs.  Not to mention that “75% of users never scroll passed the first page of search results!”  If you think that’s bad, check out more SEO statistics here.

Although there are  many factors that go into your SEO ranking, today we are going to focus on what to consider when writing for SEO.  Google is currently using an algorithm entitled Hummingbird to  search the web and “read” your content.  But what is Google looking for when it “reads” your content?

Well-written body content contains:

  • Keywords, key terms, and key phrases
  • Heading titles
  • Questions asked and answered
  • Targeted writing for your audience

Keywords, Key Terms, and Key Phrases

It is important to saturate your content in keywords because of keyword searches.  However, the incorporation of key terms into your writing has to be done with finesse.   No one wants to read something that is obviously littered with key phrases and seems to only be written for search engines.  The challenge is learning how to write inside a box, but make it seem as if you’re outside the box.

Heading Titles

Make your title interesting, but also try to incorporate one or more keywords.  Your title should also be  a part of the URL of that page.  This gives you two places for natural keyword placement.  Also break your content up by using titles.  Not only does this point out sections for search engine spiders crawling across your page, it is easier for your reader (the human one).  Unfortunately we now live in a world of scanners instead of readers.   Headlines and titles help the reader hone in on what they really want to read.

Ask and Answer Questions

Why would you bother asking questions in your content?  Like it or not, we are starting to move away from keyword-only searches.  Do you find yourself typing in full questions to Google?  This is a new feature of the Hummingbird algorithm.  If your content has the same question being asked in the search – and it includes an answer – Google will pick it up faster.  Currently for Chrome users, Google has a “new information card feature — which displays answers to questions posed directly in the sidebar of the results page — to steal away traffic that would otherwise arrive from search clickthroughs.”

Write for Your Audience

Considering your audience should be a no brainer.  If you conceptualize how your target market is searching in your industry then you’ll be able to write based on what terms or questions they are using.  If you have already included their search within your content, the higher the chance you’ll show up sooner in the results.

By incorporating SEO into your internet marketing strategy not only will you start to see more traffic (which will help with ROI), but it’s also a great way to save on expenses.  Optimized content will help raise you up on results pages without spending any money on Adwords.  Oh – and by the way – if you haven’t already checked out the SEO statistics page, paid ads are ignored by 70-80% of users.

So, at the risk of being cliché: don’t you want to get more bang for your buck?

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Posted by on Apr 14, 2014 in Integrated Marketing, Marketing Channels | 0 comments

E-Marketing is Evolving!

Although e-marketing is defined as marketing using the internet, it is not as easy as the definition suggests.  There are multiple ways to use this digital medium for your integrated marketing strategy.  Key components that make up this marketing segment are:

  • E-mail
  • Analytics
  • Search Engine Optimization (SEO)
  • Content Marketing
  • Banner Ads
  • Google Adwords

Now, you might say social media should be added as well, and most companies do lump social media into their internet marketing.  But Brandwidth Solutions believes that social media is so extensive that it deserves its own section in our MarCom Wheel.  That’s the best part of an integrated marketing plan/strategy—you can cut it up any way you like as long as you cover each of the channels and integrate them together.

E-mail

E-mail is one of the most cost-effective ways to reach your clients. By using e-mail to send out e-newsletters, you’re reaching your clients and keeping your company fresh in their minds.  There are many things you can use e-newsletters for: company news, tips and tricks, promotions, etc.

Another option is an e-blast, which differs from an e-newsletter because it is not sent out on a regular basis.  It’s used to engage with your clients about a variety of things. For example, if you have a booth at a trade show you can have a link in an e-blast that goes to a landing page where potential visitors can fill out an appointment form.  You can also use e-blasts to provide new product information to clients and link back to your website/microsite where they can download brochures or white papers—and you can generate leads.

Analytics

One of the greatest benefits of digital marketing is the availability of tracking data.  We can look at how many people click on a link, where and how far they follow it, what they are looking at on a website, and when and where they leave the site.  It is imperative to know how to analyze the data that results from looking at your analytics report.  You can maximize your ROI by understanding this data and tweaking and testing your campaign and website(s).

SEO

SEO is what drives your online marketing campaign because it directly affects how you are ranked by search engines like Google.  When you are writing anything for the web – like a webpage or blog – it needs to be optimized with keywords and key terms.  This helps search engines find you and places your company closer to the top on search engine result pages (SERP).

Content Marketing

Content Marketing includes information you want to share with your audience (e.g., white papers, application notes, e-books, videos, a blog).  These items help you engage with new and existing clients.  They can also be used and shared via social media channels. This helps maintainbrand loyalty, and can result in you being viewed as a thought leader in your particular industry.  The more you can share, the more visible you are—and the more visible you are, the more important you become.  (It’s all perception. This is—after all—marketing we’re talking about!)

Banner Ads

Banner ads work like your traditional media buying, or ad buying, but instead of print or TV, they’re online.  The same rules apply, as with traditional marketing—banner ads need to be placed where your target market will see them.  There are different types of banner ads and placement. Just like in a publication, better placement is going to cost more money.  There is a huge benefit to banner ads— and yep, you guessed it, they can be tracked!

Google Adwords

Google Adwords fall into your pay-per-click (PPC) category.  PPC gives you more control over certain things in your campaign unlike SEO.  You can target certain words and geographic regions.  This helps bring more visibility and traffic to your site, especially if your SEO isn’t quite there yet. Adwords can seem confusing, but Google is very helpful when planning an Adword campaign.

Technology is constantly changing, with more and more channels opening, which create fun challenges for your marketing efforts.  Sometimes it feels like these new ways of marketing are a marketing ploy to deceive marketers into thinking they have to have the latest and greatest thing.  It is important to stay ever-present in your target audience’s mind so staying on top of your marketing and integrating each channel together is key.

Check out what is trending for 2014 (hint: mobile marketing is the next big thing) in 10 Online Marketing Predictions to Inform Your Strategy in 2014.

So, tell us, is e-marketing as easy as you thought it was?

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