Posted In:Marketing Archives - Pligg
SEO is dead. Or is it?
Every year it seems, some “gurus” come out of the woodworks to tell us that SEO efforts are no longer relevant.
Yet Google and other search engines continue to draw metrics from good, solid SEO tactics.
Even though Google themselves have told us not to rely so heavily on SEO, 72% percent of marketing professionals still consider fundamental SEO, like relevant content creation, to be the key to their success.
And with Google still producing 86% of all US organic search visits, ranking organically is still just as effective as ever.
So, what are the common myths about SEO that keep popping up year after year?
SEO Is Dead
SEO isn’t dead, but the way it’s done keeps changing.
Today, you can’t keyword stuff and get away with it. Google will certainly not hesitate to penalize your website.
This doesn’t mean keywords are no longer essential for SEO.
As content marketing grows from good to great, keywords will also continue to be a major driving force behind how web pages get ranked in search engine result pages (SERPs).
You just need to make sure you’re doing it right!
Link Building Is Pointless
Andrew Lipattsev, the Search Quality Senior Strategist at Google Ireland, responded bluntly when asked what the two major factors Google still uses to rank pages are: “Content and links pointing to your site.”
We already knew that, but the question keeps coming up from time to time.
The reason is, there are still too many SEOs out there clogging up the web with 1000s of irrelevant backlinks.
These are the “bad” SEO guys out there exchanging a few bucks for a hundred backlinks from obscure sites.
SEO professionals know better, but the average website owner may still believe that a link is a link, regardless of the source. How far from the truth that is!
Only highly relevant, natural linking methods will push your site higher up in search rankings. Anything else is a waste of time and money.
SEO Is Too Expensive
Is good SEO costly?
It can be… from a certain perspective. But what’s the long-term value you’re getting from it?
New clients entering into an SEO contract are often expecting instant returns.
SEO is a long-term, but once it lights up, you will earn big rewards.
The trouble is, 30 days after paying an agency to get the ball rolling, the site owners start to get nervous: “Where’s my return on investment?”
Despite good reporting and reassurance from a qualified SEO expert, it remains a hard message to convey: Your dollars will pay off in the long run.
Contrast that with 30-90 days of DIY SEO, and nothing tangible is coming your way. How many hours did you waste?
When you really stop and think about it, a qualified SEO expert is worth every penny!
As long as SEO exists, myths will always be there.
But as evidence shows, you should not buy into them.
Sure, SEO can be a hard nut to crack and keeping up with the updates can be tiring, but it does work!
Succeeding in digital marketing requires that you have specific skills honed sharply.
The best digital marketers have not only been working on their craft; they’ve been learning continuously and keeping up with emerging technology.
Don’t be intimidated – you can develop these skills as well, and once you’ve gotten to the top of your game, you’ll be among the most in-demand professionals in digital marketing.
Incredible SEO Talent
SEO is far from being dead. As Google updates its algorithms over time, the way SEO works will change. However, it’s still important to keep honing your SEO skills.
You have to realize that in the beginning, Google doesn’t trust you. You must build up trust for a site carefully, by creating great content, getting links to build authority, and letting your site age. Over time, you’ll get better search engine results.
Of course, each Google update changes the rules, so you can’t afford to rest on your laurels. You should always keep learning and growing.
A Clear Understanding of PPC Advertising
Speaking of Google, organic search results aren’t the only thing getting results. In digital marketing, pay-per-click (PPC) advertising is another key way to get your business message in front of customers.
In digital marketing, pay-per-click (PPC) advertising is another key way to get your business message in front of customers.
The right PPC advertising can bring in highly targeted, high-quality traffic. To do well with PPC, you need to be skilled in math, analytics, and marketing strategy. You must know which keywords are the best to target, and how to make the most of a PPC budget.
If you can nail PPC advertising strategy, you can become one of the best-paid professionals in digital marketing.
Great Social Media Management
Social media is an incredible resource – Facebook alone has 2.34 billion global users. In addition to the social media giants, new platforms are being introduced all the time.
Each platform has an audience that prefers it. When you manage social media as a digital marketer, you don’t spend time on every outlet. You have to know how to find your target audience, and even more importantly, how to focus on your paying customers.
When you can manage social media in a way that improves return on investment (ROI), many companies will see you as a digital marketing rock star.
Email Marketing Skills
Email marketing is more competitive than ever, but when done well it’s highly effective. The keys to email marketing are finding ways to stand out from the crowd and be highly relevant to your target audience.
The key to hacking it in email marketing is finding ways to stand out from the crowd and be highly relevant to your target audience.
People still like getting email communication, but they hate getting spam. Finding ways to make your email marketing outreach more entertaining, informative and timely will help you increase engagement and gain new customers.
Email marketing is still a top channel in terms of return on investment (ROI), so master it to become a high-powered digital marketer.
Content Marketing Expertise
Creating great content is a digital marketing expertise that underlies a lot of the other skills mentioned so far. You can’t do well in SEO or PPC if you can’t create new, compelling content on a regular basis.
You also won’t succeed on social media or email if you can’t craft targeted, relevant messages that you deliver on a consistent basis. If you aren’t bringing new eyes to your marketing content, you won’t succeed as a digital marketer.
Content is still king. You have to master it to thrive in digital marketing.
No one is a perfect digital marketer, but the more advanced digital marketing skills you have, the higher you’ll punch in this competitive industry.
If you have great SEO talent, a clear understanding of PPC, excellent social media management skills, and a strong command of email and content marketing, you’ll be well on your way to making it big in the digital marketing industry.
Any marketer worth their weight in salt knows that consumers love video content, which is why businesses nowadays regard video as a powerful inbound marketing tool.
Knowledge alone, however, does not guarantee that such video content will be used effectively; some psychologists are of the mind that there are “conditions” that “drive visitors to prefer text” rather than video.
In other words, there is a science to marketing via video content that shouldn’t be ignored. Marketers must, then, take care to develop content marketing strategies that will optimize the success of their video content.
That said, here are 3 tips to keep in mind when creating video content:
Make Your Video Content Short & Concise
While there is certainly a time and place for long-form video content, you need to understand when exactly producing it is appropriate.
You also need to understand that people won’t necessarily view your content as efficient just because it comes in the form of a video.
As you no doubt know, video content is supposed to supply potential customers with information quickly and concisely. Imagine, then, what would happen if your video content was neither short nor concise.
Few would probably watch it.
As a matter of fact, there are actually people who prefer to read video transcripts of long-form video content for the sake of saving time, so if you must create long-form video content, you should consider providing a transcript.
Make Your Video Content Appeal to the Target Demographic
Perhaps this piece of advice seems needless; we tend to think that people generally understand how to accomplish this task.
Unfortunately, however, our assumptions can sometimes be way off-base.
As it turns out, some people are clueless about how to make their content appeal to their target audiences. Luckily for them, this issue can be rectified by conducting market research and revamping marketing campaigns in response to the findings.
Take, for example, a high school’s campaign to discourage the use of recreational drugs. Let’s assume that this school produces video content in the form of cheesy cartoon sketches.
Needless to say, these campaigns fall flat because teenagers (the target audience) have other interests.
So how might the school have gotten a better response from the students?
Well, for one, they could have instantly found out more about their students’ interests by polling them. They might have even done a little research online by visiting social media pages geared towards teens.
Surely they would have found that popular music and reality television appeal more to teenagers, which would have prompted them to organize a campaign that capitalized off of those interests.
Choose Your Video Hosting Platform(s) Wisely
Not all video hosting platforms were created equal. Even so, that doesn’t mean that you should choose one over all of the others.
Instead, you should think about what you’re looking to get out creating your video content before you choose your hosting platform(s).
If, for example, you want people to discover your videos organically via search engines, you’ll definitely want to post them on YouTube. Simply put, platforms such as Facebook will not offer this type of organic search traffic.
Still, Facebook and the other video hosting platforms have their advantages if you know how to exploit them.
Consider, for instance, the fact that Facebook allows people to “curate” their news feeds. If you create shareable content, it’s quite possible that it will travel around the right circles, thereby getting you desirable results.
We’ll acknowledge it: Regardless of how many tips and tricks you keep in mind, video content marketing is still a challenge.
Having said that, we’d never recommend that you bypass businesses that specialize in inbound marketing strategies if you’re really having a tough time of things.
There is no shame in needing a little help. That’s one of the only guarantees when it comes to marketing.
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