In the previous article , we saw the introduction to Digital marketing , its assets and different strategies.
Search: A user uses the Internet ( exactly , the search engines) to collect information about his/her queries.
A search engine ( example , Google , Yahoo!, Ask , Bing etc) is a computer-based system that indexes websites using some dedicated tracing software. A browser like Chrome , Firefox, Mozilla etc can be used to access the search engine. The software used is known as Internet bot, Web crawler or Web spider, and periodically tracks the Web looking for new content or modifications on sites. The search engine processes Web tracking, while it uses its own algorithm to classify websites and offer its results, as well as their order, depending on the search terms used to access the desired content. Google innovatively introduced the PageRank algorithm which gives marks to each page depending on the quality of their incoming links and the results are more closely adjusted to Web searches.
This simple process of using the search terms is currently the most important pathway to access online content, while it becomes the marketing base for SEO strategy .
Keywords : They are the terms or phases that users use to search something on Internet. They are the search criteria matching a specific website. When trying to positioning a site using some search criteria, several words are used for each keyword, avoiding generic terms at all times.
Search result may vary as per the keywords used by the searcher.
Tools to Select Keywords : In order to select the keywords, a manual list is prepared with some useful Web services. Google AdWords is a advertisement management platform and this includes a keyword measurement tool called Keyword Planner. Keyword Planner offers information on the potential performance of a term list with data regarding the average monthly searches or SEMRush to monitor competitors for those keywords.
How Search engines like Google formats and showcases the search results ? To understand this, we need to understand SEO—Search Engine Optimization SEO .
SEO refers to a set of techniques applied on a website—structure, code, content and links—to improve positioning in the organic results of a browser .
SEO is a system of generating traffic to your website through organic search. For e.g: Blogs, personal website pages are optimized by following the right guidelines creating a user friendly website, rich content with relevant keywords. All this will help in ranking your website on top search results .This helps search engine to showcase the best possible result to a user. The most important factor to remember about SEO is that it is “organic” or “free”. The website owner need not pay any money when the website is listed in the search results in SEO . When a user runs a query on Google, the results brought up on the page are a mix of website, blog, video, image, news depending to the keyword used.
How to Use SEO Techniques : SEO positioning is improved by undertaking actions to improve content, code aspects related to the website .Regarding this, keywords must be adapted to the website and included on:
• Title tag: the website title, visible on the top of the browser.
• Meta tags: meta tag description is very useful, both for Web crawlers , as the content of that tag is used in the browser results.
• Links: using keywords on friendly URLs.
• Content: keywords must be within the content of the website. With the latest update of Google’s algorithm, content has become more important. Offering original and quality content is one of the recommendations by Google for those who want to get started in the optimisation for Web searches. Apart from selection and use of keywords, improving Web positioning requires the development of other actions on the website’s structure and code. For example, having a sitemap helps Web crawlers index the website. A sitemap is a file with different URLs that make up the website. Another action in this line is to indicate to Web spiders which content is relevant and which is not, so that they trace it (or not) and index it (or not).
SEO produces Organic results. Results are always shown at the centre of the screen as in the below figure.
Local SEO: Local SEO is done to promote your business in a local area. If your business has multiple branches or even if it’s a small business/service it is essential to provide your address/location, phone number, timings etc. The idea is to make the user connect with your business easily and effectively.
On the other hand, external SEO focuses on incoming links (coming from other websites), with the goal of gaining popularity and higher quality of the links. This technique is known as link building and can be implemented through concrete actions such as: • Exchange of links between different websites sharing themes and content. • Links from social networking sites such as forums or social networks, adding the link to the message or the content shared.
Search is not subjected to just web pages. We now also have more features like voice search & visual search that have simplified ways to look up information.
Voice Search: Information can now be retrieved by our voice commands . Siri, Google voice, Cortana are some of the common digital voice assistants . we can directly speak by clicking the microphone , near the Google search text box and ask the question to get the required information.
Visual Search: Earlier we mentioned about optimizing images. This is because search engines do not understand imagery. Hence renaming an image, adding description and alt text are important. Search engine crawlers understand text-based information given in the images and presents it in a visual form to the searcher. For instance , by opening the Google Assistant and pointing at a company logo , the company details will be shown up.
We shall discuss about the remaining Digital marketing strategies later.