The impact of two of the most prominent Google algorithm updates over the past few years, Penguin and Panda, has been that the search engine is now more finely tuned to show preference towards sites with high quality content and links.
This has overhauled the SEO industry, with marketers forced to find more creative ways to gain the high search positions they are seeking, while also being careful to maintain a natural link profile and, thus, avoid being penalised by Google. In fact, SEO is becoming less about links and more about user experience. Major search engines are now taking note of what information consumers are looking for when they conduct a search and rewarding the sites that best provide this.
This natural approach to SEO, commonly known as ‘inbound marketing’ or ‘content marketing’, has led to a need to become more imaginative in seeking ways to increase search positions. With Google incorporating more social signals within its search results, the use of networks such as Twitter and Facebook has become a popular way to achieve this.
Other forms of inbound marketing such as content creation and distribution, in the form of blogs, press releases and guest posting, as well as video marketing and infographics, have all become entwined with SEO to provide a more thorough approach.
Responding to change
Over a length of time, we at SEO Positive (Absolute Digital Marketing’s parent company) have kept ourselves familiar with the changing face of SEO, gradually offering a wider set of services, while also developing our existing skills.
In January we complete our rebrand to Absolute Digital Media which reflects these changes to the search market. Specialising in a range of services including SEO, PPC, social media engagement, content marketing, affiliate marketing and web design, our aim is to deliver digital campaigns that focus on our clients’ unique selling points, seeking out and using the most relevant marketing channels to from the range of choices available.
Although using multiple devices and platforms means the client has more to take in and understand, we have noticed a positive reaction to this more integrated approach. Generally speaking, clients are getting more variety for their money, as well as a wider exposure across the web.
For those clients who are not technically minded, without much experience within digital marketing, a content-heavy approach is easier to put into context. Client focused interaction through blogs and social media shows more obvious benefits than traditional SEO and makes it easier for clients to get more involved in the direction of their campaign.
Moving on up
One particular client where a multi-platform approach has worked well is Interdean. The international moving company came to us in early December of last year interested in a range of services including SEO, PPC, web design, social media and content marketing.
Within such a competitive industry, we recognised that in order to provide effective SEO we would need strong social and content marketing campaigns. Concentrating on improving their presence within Google’s own social network, Google Plus, we were able to build their number of Plus Ones from 89 to 1238, which in turn began to have a positive impact on their overall rankings. We were also keen to use social media to improve the reach of our content, and this content itself had to be more varied than in previous years. As well as website copy and daily press releases, our copywriting teams produced a range of blogs, also calling upon the talents of our web designers to create a selection of infographics.
In turn our efforts within SEO and content marketing also had a positive impact on Interdean’s paid search advertising account. Our PPC team set up a brand new AdWords account in January of this year and within 6 months managed to increase leads by 260% while simultaneously decreasing cost per lead by 62%.
This integrated approach means that in a relatively short space of time we have been able to increase the conversion rates of Interdean’s website by 181%. In order to continue and build upon this success, we are always looking to keep ahead of the latest trends and developments in the market.
The most important thing to consider when planning a multiplatform search campaign is identifying the channels that are most relevant for your industry/business. It is also important to select channels that complement each other and plan how to use these together to create the most impact.
Today’s customer journey is becoming increasingly complicated, with each potential customer coming into contact with your brand in a variety of ways before they make a purchase. To create a successful campaign, therefore, it is vital to keep track of this.
Google Universal Analytics looks set to give users get a better understanding of how customers interact with their company across multiple devices. It should give users a better representation of the traffic that flows to their site and is more flexible than before, allowing more options to customise data.
By using universal tracking IDs instead of standard Google Analytics cookies, a business can now follow the path of their customers more extensively, from their first visit to their first purchase, using this information to shape future marketing decisions.
Absolute Digital Media
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