What is Digital Marketing?
Digital Marketing is the ability to get your business in front of potential buyers. There is no sales meeting unless you are in a position to speak with people who have the potential to buy.
If you are in a meeting or engaging with people who don’t have the potential to buy, then you are simply wasting time. Over the years, I have been the subject of a marketing campaign or owned my own marketing agency and here is what I know for sure, the top companies don’t focus on people who are not interested in buying, they focus only on the people that are.
Our digital marketing strategy depends on who you are targeting as your buyers, in other words we need to target the correct people.
Like many of you, I have been guilty of “trying to sell a friend” or trying to move someone who isn’t interested in buying to a buyer. That just does not work. Simply put, buyers are buyers and if you can find them, your business will grow.
There are several types of ways to market a product or service but we are going to focus on the top 3 in my opinion, SEO, Social media advertising, Distribution.
Will SEO Marketing Rank me at The top of Google?
The short answer to this question is yes. Search engine optimization is what separates top companies around the world to companies that are barely scraping by. The real question is why?
Why do big companies around the world utilize Google and others don’t? Especially when you consider that Google gets over 1 Billion searches a day of people trying to solve a problem.
In this blog today we are going to break down how to get to the top of Google search. There are over 200 ranking factors that Google lists in their ranking factors. Arguably the number 1 factor in that process is user experience. You see, if people come to Google and don’t have a good experience, those people won’t come back. If a digital marketing “Guru” tells you the only things important to ranking is getting people to your site, run for the hills. Your website and customer service will determine wether or not your customers come back.
So Google prides itself on providing the user with the correct answer that they seek. If you go to google and there is no answer for what you’re looking for, then this equals an unhappy person who is likely not to come back.
So rule #1 – If you can provide quality information that a user can get from your business, the more valuable you are to google. It’s not that the big businesses are any better than a small business, but theoretically speaking, a big business has more information on their website, more reviews and as a result, more people clicking their website because they are at the top of search.
Let’s reverse engineer it for a small business, if you created more valuable information for the user who searches for a particular keyword, then you now become valuable in Googles eyes. Which brings me to my next point, keywords.
Keyword Research Importance
If Googles platform is all about helping people, there is likely consistent words or phrases that people google in order to get that help. This is why keyword research is important.
If you are going to help those people searching you must know the keywords. For example, lets take fishing. If people are searching how to fish but within your “helpful guide” you are talking about how to give fish food, that is not valuable to googles algorithm.
Being able to know what people are searching gives you the ability to target what to say, and more importantly structure your wording to target the specific key phrases that people are googling.
Remember, we are not trying to sell people who aren’t looking to be sold. With keyword research, if they google it, it is very likely they are trying to solve that problem. This is what makes Google so powerful, the ability to solve the problem someone is looking to solve.
So what’s the best keywords tool?
Because businesses saw people trying to figure out what keywords are the most powerful in a particular niche, they created a business to solve this problem. Hence the reason we are speaking about a Keywords research tool.
Google has a free research tool that I find to be very accurate and it is called Keyword Search tool. This tool shows you people who are searching per month and what the competition is like for people trying to actually reach those people.
There are other tools out there that I think are really good tools such as Keyword planner which gives you a relevancy score for your keyword amongst other things.
The keyword tool that I use is Keywords Everywhere which is a plugin for Google Chrome. So again, there are others out there, but for those of you just starting out in SEO, you do not need the most expensive software to be successful.
On page SEO
On page SEO allows you to control what your message is to the world. We will touch on it here but go into the real depth in another post because there are several factors that will trigger your on page SEO to be optimized better than everyone else’s. The other aspects of digital marketing cannot be perfected if your on-page SEO does not bring in traffic.
The best strategy that I can give is to simply have better content that what everyone else on the first page has. Here is what I mean, google your niche and the top 3 companies that come up will have a certain amount of content on their page, well you simply have more content than each of the top 3.
Again, Google wants the best user experience for their customers. If you can provide the best content on a certain issue, you become extremely valuable to this platform.
Google does not care if you are a fortune 500 or a start-up. All the Google spiders want to find is the best content on any particular subject matter.
Within a blog, a person can give an incredible amount of detail on how to do something. When you have a blog, you can express your thoughts and opinions in a way that can grab and enhance the user experience. The Structure of a blog is this.
The H1 tag consists of the main keyword that you want to target. It should only be used once! When you know what your keyword is, now in the eyes of the Google Spiders you have given them something to know where you are coming from.
Now you can get deep into the teachings just because you have a specific subject matter. Within the H1 tag you would want to give a couple of paragraphs about what it is your keyword is and how it relates to your teachings.
After the H1 tag, are the H2 tags. Tags, by the way are the headers for each paragraph. By having an H2 tag, you are signaling to google, what is second most important in the user experience when reading your blog.
Your H1 tag should be aimed at the top search phrase in Google Search while your keywords that are not being searched as much become your H2 tags throughout the rest of your blog. This signals to Google, that you have a great keyword, but you’d also like to rank for the smaller keyword phrases.
For example, “How to Fish” is the number 1 key phrase when you search on google however, there are several other keywords that are equally as important.
How to fish for bass, how to fish book, what’s the best bait for fishing, should you fish early or late? In my mind, this is what I consider when I think about how to fish, so I type it in to see what comes up.
As you can see, you can implement other phrases into your “How to Fish” blog that you can touch on and give great information for that can turn into a post later on in your blog. Let me also add, you don’t have to limit the use of tags.
If you have 4 key words that you want to target, target them with the Header tags (2-6) then sprinkle the keyword throughout your writing to give your audience exactly what they are searching for, information on the key word and the best how to they have ever seen. This in the eyes of Google makes you incredibly valuable. I will do a future post about Headers to break them down further.
Off – Page SEO
When we talk about off page SEO we are usually speaking about backlinks. Backlinks are other websites that refer to your website for any particular reason. For example, if I am on website A) and I own a coffee store, in a blog, or a post about my coffee I say to a friend, hey if you need local SEO you should check out King Printers Media.
They have an incredible Digital Marketing Agency and can get your company ranked at the top of search Engines or get you making great money off Facebook Ads. They just gave me a link on their platform, talking about my service. This gives my site what is called backlink.
Google tracks this type of behavior and rewards websites for having other people “shout them out”.
Other forms of back linking are Web 2.0s, podcasts, and other forms that always refer back to your website. Off – Page SEO is a huge factor in ranking and satisfies the Google algorithm as well so we will make a separate post about Off Page SEO that will help you even further.
In case you did not know. Youtube is owned by Google and is the #2 search engine in the world. We watch more than 1 billion hours of Youtube a day. This is more than Facebook and Netflix video combined. The average watch time on Youtube exceeds 40 minutes per day.
Since we are a stickler for statistics it should be noted that Youtube is the master of video, and implementing it into your blog is a really smart thing to do. Why? If Google owns Youtube, wouldn’t you give relevance to content that you own to help with the other product you own? I sure think so.
Now there are several different aspects to Youtube that require your attention because the algorithm works very similarly to Googles obviously because they are owned by the same company. So we will definitely update you in an upcoming post on how to get this done.
In closing, digital marketing has many aspects to working for your business. If you can capture these aspects of marketing, the result is major results for your business.