Google and Logical Position partnered up and decided to hold a small seminar on Digital Marketing, and you know what? It was free. If you’re looking for top notch advice, look in their direction. Especially if that advice is at no cost and comes with bacon.
Digital marketing is an ever growing field, constantly changing the interactions between people and brands. Just because a technique was successful in the past doesn’t mean it’s going to apply to today’s consumers. If you wanted to bulk email current or potential customers about something, you could send out a mass email and it would land right in the their inbox. Now? Even if you don’t think it’s spam, your email provider might. Pop-ups, an advertising technique so annoying the inventor actually apologized, used to be all the rage and what happened there? Pop-up blockers that forced pop-ups to evolve in a variety of ways. One of those evolutions being the timed pop-up. Why is that a thing? You take the way people interact with digital marketing, pair that with all of the development in technology, and you have a job that will never be done.
One of the biggest changes to marketing that’s occurred over the last 10 years or so is the smartphone. You’ve probably noticed that when you go to Google on your desktop, you don’t get side ads anymore. With about half of digital usage coming from a mobile device, they changed their layout so that it’s friendly for both PC and mobile devices. Your website should have the same capability. Google found that around 50% of mobile users bounce if the page doesn’t load in 3 seconds. Let’s do some quick math. Let’s say you’re company uses PPC advertising. If about 50% of users are accessing your site via mobile and your page isn’t up to par, that means at least 25% of those clicks are wasted. Google isn’t the only one doing this. Facebook has joined in, too. Check out thinkwithgoogle.com to see how your website stacks up and for useful tips and tools!
It’s important to increase both paid and organic searches. SEO and AdWords are both great tools, but they are at their greatest when they work together. Again, mobile devices are changing how keywords are used. About 70% of keywords are now long-tailed. This means that when someone wants a new pair of shoes they don’t simply type “shoes” into their search engine. Instead, they’ll search for something specific like “oxblood Mary Janes” to get specific results. The keyword “oxblood Mary Janes” is not going to be nearly as competitive as “shoes” is, but I guarantee anyone who searches the former is going to be more likely to purchase those shoes because it’s exactly what they want. Keep that in mind when you’re optimizing. Keyword Planner and Google Trends are both great tools. Make sure your website flows, not just for the reader but for Google. Initially, it may seem time consuming or tedious trying to please both Google and users, but when it’s done right, the results speak for themselves.
Logical Position SEO experts also touched on the importance of blogs and it was mentioned that Google’s search engine has been giving longer blogs preference over shorter ones. This idea of longer blogs wasn’t discussed in too much depth, but does it sound surprising? Every digital marketing event discusses how content is king. At Social Media Week Chicago, it was mentioned that companies are making more content than ever yet only about 27% of that is effective. Maybe these longer blogs are the answer. Maybe people are sick of reading through shallow information, pumped out to say that it’s done but with little real quality. Or, maybe Google has it wrong and our goldfish attention spans will nip long blogs in the bud. Either way, it’s all going to change again.