Search Engine Marketing
It’s no surprise that search engine marketing is one of the most powerful ways to generate traffic to your website. In fact, nearly all marketers (96%) are already using search engine marketing as part of their arsenal of strategies. However, SEO is always changing along with technology, and staying ahead of the trend can easily become a full-time job. Thankfully, there are a few essentials that will always be the backbone of SEO: a foolproof formula for search engine marketing.
Start With the Main Ingredient: Good Quality Content
“Content is king” has become a buzz-worthy phrase, and for good reason. Good-quality content is effective at grabbing, and holding, your audience’s attention. The trick is ensuring that the content is, in fact, good. Any content you publish must be informative and valuable to your readers. That’s why how-to posts and insider tips are always well-received. Before publishing a post, ask yourself: will my readers enjoy this? Does it provide useful takeaways?
Add in the Right Keywords at the Right Time
The other ingredient in the SEM formula is the coveted “perfect keyword.” This concept has changed somewhat over the years, as search engine bots have become aware of keyword stuffing. To use keywords successfully, you must balance what words you choose with how you use them. Long-chain keywords have become popular for this reason. They allow you to use a keyword relevant to your niche without the heavy competition. When researching keywords, pay attention to their popularity: anything that’s too broad is likely over-saturated. Furthermore, be sure to use keywords sparingly and in a way that makes sense. Keywords that are nonsensical or overused will turn off your readers.
Sprinkle in Some Other Content Types
A healthy mix of content types is a great way to pull in visitors from all over the web. Videos and images are easy to understand and easy to share, which is why many marketers have started incorporating them into their content strategies. Think about how your brand can leverage these media types: could you make a video of a product or service demonstration? Do you have some industry tips that would look great as an infographic? Give your readers something to watch and something to read; they’ll thank you for it.
Test Your Creation!
Finally, the most important part of the formula is knowing how to measure your ROI. How else are you going to know if your campaign is successful or not? Looking at traffic increases and conversion rates is the easiest way to get an idea of how you’re doing. This helpful guide from Google Adwords will give you some basic strategies for measuring ROI.
Want some help putting together a campaign and measuring your ROI? Contact us.