Crafting the perfect marketing campaign consists of many factors. Fulfilling these adequately can make all the difference between whether your internet marketing efforts are a failure or a success. While optimizing your site and strategy may seem tricky, countless businesses have found success in well-built internet marketing and SEO strategies.
Below are some of the elements that should definitely be considered and planned out when crafting a marketing campaign.
Content Strategy
When thinking about your content, it’s important to remember that audiences want to consume content that’s interesting and relevant to them, and not just self-serving for you. This means value: Content that an audience can benefit from reading is the key to how you should think about what’s on your website. All your website pages can start by having great content that acts as more than just filler.
Maximizing the reach of this content can be done with adequate keyword research and optimization, helping you to rank more highly in search results. Great content that makes use of current events is also important in engaging your audience, whether it’s relaying news or adding your own take on the story at hand.
Also, keep on-page optimization in mind. Your URLs and page headings should also contain keywords that you hope to rank for. Keep your website content consistent on a per-page basis: the URL, headings, and content should all focus on the same keyword phrase.
Website Architecture
Your website architecture would mostly be considered a part of technical SEO. Technical SEO has to do with the on-page elements on your site, and how your site functions. Here are a couple things that you should review:
- Making your website easy to crawl and index is very important if you want your site to be considered amongst the top search results for your relevant search query.
- Mobile-responsive pages are also vital– with many users surfing the internet via their phones, having a responsive website will keep bounce rates low (as will pages that load quickly).
- HTTPS verification instills trust in visitors.
HTML
HTML is another on-page element can be optimized in a number of ways. Here are a couple things to look at:
- Title tags should be crafted with relevant keywords; this alone can help site ranking tremendously.
- Meta descriptions, although they no longer affect rank, will have an effect on whether someone looking for a search term picks your page in a list of results.
- The other course of action you can take with HTML is adding relevant keywords to headers and sub headers, whilst also making sure they are tagged with their relevant H1 and H2 header tags.
Adding keywords is good. You should, however, avoid stuffing pages with words you want to be ranked for, as this can be very detrimental to your efforts. ‘Hiding’ words in design elements is a no-go too.
Trust
There are a number of elements that go into the trustworthiness of your website, including your site’s authority, how effectively your site engages visitors, and how much history you have on the web.
Your website’s authority, in a nutshell, is your domain authority. Domain authority is calculated based on a number of factors (some of which are in this very article!). For more information on domain authority, check out this Search Engine Watch article.
The trust people put in your domain can also hinge on its age, as sites that have been around longer tend to build more authenticity with people. To keep your authenticity rising, avoid using an excessive amount of ads. That can drive people away – some people don’t take too kindly to endorsements everywhere, and Google doesn’t, either.
Links
How much your site is referenced and/or linked to can have a large bearing on whether it is regarded as a trusted source. Having pages of authority link or share your site is an awesome “vote” for your site. The volume of links leading to your website can also help to improve your standing.
One thing to bear in mind is that the context of these links is important – links that use keywords associated with your sector are much more impactful. Notably, and somewhat obviously, you should avoid link spamming (and paid links too).
Personal & Social Presence
The location that someone resides in will change the search results they see. If your business is located in the same area as the searcher, you’re more likely to show up than someone located further away (especially if the search is a local one, i.e. looking for a local service). So, make sure your website and mentions of your business around the web clearly state where you’re located.
How often a person has visited your site may also tilt search results to your favor (i.e. them having searched for you on another device prior to searching a second time at home). People are also inclined to be more trusting the more experience they have with a brand.
Having a social presence is also a must these days. It can help with both brand awareness and authority.
A Great SEO Campaign is Important
The ins and outs of a great campaign are vast, but are far from insurmountable. If you’re organized and you understand these main ingredients of a campaign, just getting to work is the best thing to do. Also, working with a proven SEO agency like Thrive puts you a step ahead of the competition. Let’s chat about your most effective SEO campaign!
