In 2011, Google released its newest website ranking algorithm, known as Google Panda. This launch was smarter, more discerning, and more critical than any of Google’s previous algorithms. Initially, Panda threw the search marketing world into a tailspin, because many of the reputations painstakingly built by search marketing teams were suddenly void under the new ranking system. Many sites that had enjoyed steady traffic suddenly experienced epic falls thanks to changes implemented by Panda. In the year and a half since the release, search teams have adapted and rebounded – learning the important lesson that nothing in search marketing is secure.
A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product." Content on the blog included how to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interview and a series of financial disasters called "Trainwreck Tuesdays." Popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."
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To use keywords correctly, they should be integrated into the content, headlines, meta tags and search descriptions in a way that feels natural to the reader, not forced. Additionally, search marketing teams should analyze lesser-used search terms that they may be able to monopolize. For example, while a local electronics store website may not be able to compete with online giants Amazon and Best Buy for search terms like “best digital camera,” they could corner the market on a search term like “refurbished Canon Elph, Springfield MO.” Used correctly, this keyword might be sprinkled into a paragraph that reads: “Are you looking for a refurbished Canon Elph? Springfield MO electronics shop Electric Shop carries all models, and guarantees their refurbished products for 24 months.”
Are business promotions really beneficial online? Marketing dates back to ancient civilizations before newspapers, television, radio and of course, the internet was created. At that time merchants and workers were advertising their products and services differently, trying to catch the attention of passers-by with interesting and eye-catching signs. Since then, marketing and advertising have developed in multiple ways but different types of business promotions have always been part of it. Buy two items for the…
Because search marketing is a digital marketing field, a career in search marketing requires marketers to not only have a marketing background, but also a firm understanding of the ever-changing world of social media, search engine analytics, and broad-based online marketing. An effective search marketing team will be made up of individuals who are extremely comfortable with technology trends and have the creativity to help a website stand out from the crowd.
In honor of all things inbound, consider how your business can use video as a medium to bring the right talent to your office. Rather than drop bait in the form of a newspaper advertisement, or static pitch on an online job board, a recruitment video can be used to expand your reach, while making known the type of environment applicants can expect to work in.
This refers to your ability to rank for certain keywords. For instance, say you sell shoes online, you will need to optimize your site, backlinks, website speed and much more so that you can “rank” high for certain keywords that are highly relevant to your business. Relevant keywords may include “buy shoes,” “shoe sale,” “where to buy shoes,” and so on. Once you can rank high (top page) for these keywords, you will enjoy an increase in traffic and business as a result.