A key ingredient to the Internet’s success has been the consistent development of the marketing mix. In particular, marketers have developed their own strategies and systems in an effort to better serve Internet surfers and businesses who need their products or services. The latest development involves search optimization as an important component to an overall marketing mix. How does search optimization fit into this mix?
According to search engine experts, the most successful Internet marketing mix is a comprehensive strategy that includes on-page and off-page SEO efforts. On-page optimization refers to optimizing your website content, including keywords, images, video, and social media for high search engine rankings. Off-page SEO efforts involve creating quality links from other websites with relevant content, writing keyword rich content, and making use of links that the search engines will pick up as relevant. This results in higher search engine rankings for the targeted keywords, and ultimately higher revenue from affiliate and advertising programs.
While on-page optimization is an important part of any Internet marketing mix, there are still many aspects that can contribute to the success of a site and result in a better return on investment than just plain old SEO. One important area is search engine ranking, or SERP. In simple terms, SERP is the position your site will be in when a searcher types in a search term. If you want to increase your site’s visibility to the top of the results, you must improve your rankings.
In addition to search engine optimization, another important factor when developing an Internet marketing mix is content marketing. This type of marketing revolves around offering quality content and information to customers in an informative manner. Content marketing revolves around articles, blog posts, press releases, videos, podcasts, and audio presentations. Content marketing tends to be an ongoing task as customers continually look for new information to satisfy their growing curiosity about what is currently happening in their lives and industries.
Another key element of content marketing is backlinking. Backlinks allow viewers who find your content to click on a link back to your site. The more links that you have pointing to your site, the more popular your site will become. In addition to providing useful information, backlinks also help you establish credibility within your field. Your credibility with other professionals within your field will give you an edge over your competitors when it comes to getting recommendations and jobs.
A key consideration when developing an Internet marketing mix is relevancy. When content marketing relies heavily on search engine rankings, it becomes imperative that your content is relevant to the target audience. When creating content marketing, try to keep your information fresh and current. Readers will be more likely to return to your site if they feel that it is worth returning for.
In addition to being relevant, your content needs to be informative and educational. Readers are more likely to make a visit to your site if they feel that they are being offered quality information. Keep in mind that in the age of search engine optimization, there is a fine balance between entertaining your readers and providing them with needed information.
When developing the content marketing mix for your website, be sure to consider the demographics of your target audience. For example, content that is geared towards older adults may not be as successful as information aimed at teenagers. When creating content marketing, try to avoid using jargon and technical terms. Instead, write like you would speak to a friend. Keep your tone conversational and your readers will likely pick up on this.