Search Engine Optimization – Two Outdated Strategies To Avoid

By Cristiane Namiuti

The online space has become extremely important in the modern marketing environment, with many consumers now relying on the information they glean from websites to help them make decisions. This has led to many companies focusing on search engine optimization (SEO) so they can achieve visibility when consumers search for key terms related to their businesses. This field is constantly evolving and there are many techniques that either no longer work or place businesses at risk of penalization within search engines, such as:

  1. Keyword Stuffing

If you have ever read a piece of online content that seemed to be trying too hard to stuff key terms into places where they don’t belong you will have seen an example of keyword stuffing. This is when webmasters try to include mention of desirable key terms wherever they can, paying little attention to relevance or the user experience, in an effort to manipulate search rankings.

  1. Buying Links

The quality of the backlinks that point to a site are used by search engines as an indicator of the site’s quality. In years gone by, SEO professionals have manipulated search results by purchasing backlinks from less reputable websites in an effort to create quantity over quality. This tactic is still used and can attain short-term success. However, it also opens the website up to punishments for unnatural linking in the long-term.

About The Author – Cristiane Namiuti is a brand marketing professional fascinated by digital marketing.

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Three Digital Marketing Ideas For Startups On A Budget

By Cristiane Namiuti

Digital marketing has become increasingly important in the modern business environment; recent studies show that 67% of consumers are influenced by what they see online and 81% of shoppers conduct research before committing to purchases. While large companies have the resources required to capitalize on these facts and trends, smaller businesses need to keep a tighter rein on their funds. This means that their digital marketing campaigns often need to be done on a budget. However, there are many creative / alternative ways to take advantage of these opportunities without breaking the bank:

Commit to Social Media

Many businesses make the mistake of setting up social media pages and then leaving them to stagnate. Your profiles act as a means for you to communicate your brand messages directly to your consumers, while also offering people the opportunity to speak to your company.

You can also use social media to share content that will establish you as an authority in your field and to conduct market research. Most importantly, setting up profiles is free on most social media sites, which means this is a digital marketing strategy that requires a time investment, rather than financial resources. Keep your profiles active by engaging with those who interact with them, offering more reasons for consumers to visit and share them.

Consider Pay-Per-Click

Many small businesses do not have the resources required to engage in full search engine optimization with the aim of having their websites rank organically for desirable keywords. Such campaigns are costly and often take a long time to come to fruition, especially if your competition is fierce. Pay-Per-Click (PPC) advertising is a way to increase your brands exposure on search engines and other platforms. Google Ads are the most prominent PPC structures.

They offer users the opportunity to build advertisements based around their websites and products. Companies pay a certain amount to have their ad ranked for desirable key terms, with this sum being dependent on factors like the quality of the ad, the competition in the industry and how highly the company wishes to rank. You will have full control of the amount of capital you commit to your campaign and can target it to specific audiences.

Connect With Influencers

Establishing authority in your industry will allow you to influence consumer opinions. You can do this online by connecting with key figures in your industry. LinkedIn offers ample opportunity to follow, emulate and connect with authoritative sources. Use your online presence as a means to network and you may generate opportunities for your company and build exposure for your brand.

About The Author – Cristiane Namiuti is a marketing professional skilled at leveraging digital outlets in her integrated marketing campaigns.

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