DIGITAL MARKETING PLAN FOR ONLINE VISIBILITY
Search Engine Marketing
Action Plan
Search Engine Optimization has 4 main components:
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On-Page Optimization
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Off-Page Optimization
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Technical Optimization
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Local Search Optimization
These types of website optimization work together to help your website rank higher in the organic SERPs (Search Engine Results Pages) and boost visibility.
By increasing the amount of organic (non-paid) search engine traffic driven to your website, the more visitors you have a chance of converting into customers.
Organic traffic is extremely valuable because unlike Paid Search which ends the moment the campaign ends, the online traffic you attract from organic search results is earned, owned and ongoing.
SEO Action Plan
To compete online, you need a comprehensive internet strategy and action plan, a fast and secure mobile-friendly website, keyword and competitor research, copywriting, quality link-building, product images, lead contact forms, graphics, video assets, clean code, proper meta tag and alt tag descriptions, marketing automation tools, and a robust Social Media presence.
The cost of having and maintaining a robust online presence is not "Free". Organic SEO is an ongoing investment in your brand, whereas Paid Search (PPC) is a periodic advertising expense.
SEO Marketing Planning will help you document your digital marketing action plan and strategy including website audit, content planning and editorial calendar, link outreach, branding and social media efforts.
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On-Page SEO:
On Page SEO focuses on all of the written content, graphics, navigation menus, titles/sub-titles, keywords, link text, HTML tags, page URL name, Schema and other elements such as videos, galleries, widgets and forms that exist "on the web page" when visiting a website.
Search engines promote easy to navigate websites with high quality original content that is relevant, informative and useful to website visitors.
Much of on-page SEO is not visible on the web page itself and resides in the source code. Many of these elements are known as Meta-Tags, Alt-Tags, Schema and other technical SEO elements coded to optimize a web page. These elements help signal to the search engines what your website and web pages are about.
Comprehensive Key Word Research & Competitor Analysis: By researching your competitors' rankings and industry keywords for their search volume and relevance - you can discover the best keywords to optimize your web pages for.
Keyword discovery and evaluation helps you to write targeted content, create graphics and better answer questions for your prospective visitors which will help you rank higher on the search engine results pages (SERPs).
Search Analytics tools can help you to research and measure website visitor traffic, clicks through to your site, pages visited, dwell time, conversions, keywords and keyword positions, backlinks, domain authority, audience demographics, mobile traffic vs desktop traffic, number of pages indexed, site and page errors, and competitor comparisons to identify gaps and optimization opportunities.
Off-Page SEO:
Off-Page SEO or SEM focuses on all of the optimization activities that take place "off the page" that serve to increase your website's rank and visibility.
Backlinks, Citations and Mentions comprise your Backlink Profile. Search engines place value on good quality inbound links from trusted sources.
Increasing the number of links from trusted website publishers, industry directories, news and social media blogs such as Facebook, Twitter, and LinkedIn, helps to boost the "trust" and "authority" of your website's domain.
Social media engagement, influencer marketing, local listings, positive reviews and brand mentions support important ranking factors.
The more trusted web sources that link to your web pages, the bigger potential boost your site can garner in the SERPs. Likewise, "bad or toxic links" can negatively affect how highly you rank for the keywords you are targeting.
By networking with trusted publishers and high quality websites who link back to your site, you can help build a good backlink profile and increase your website's domain authority and trust.
Writing authoritative, relevant, unique and informative posts and articles on those websites with links back to your website, earns the trusted, authoritative backlinks you need to help boost your website in the SERPs.
Another form of off page digital marketing entails the use of paid media in the form of Native Advertising, Influencer and Sponsored Content Advertising. Using rel sponsored is a best practice that informs Google when linking from sponsored or native ads.
These types of paid ad placements are opportunities to have an article, video or ad featuring your business with a link back to your website. Native ads are normally placed within a related topic page on a popular blog with calls to action and a link back to your website.
Technical SEO:
Technical SEO focuses on the quality of your content, site speed, page indexing, structured data, sitemap submission and errors, mobile usability, robots.txt, meta tag, alt tag, titles, headers, scripts, stylesheets, and schema usage.
Technical SEO also includes the "backend" of your website including your source code, web and mail servers, site architecture, navigation menus, UI (user interface), mobile friendliness, database, operating system, server and application setup and protection like firewalls and SSL Certificates (https:) secure web pages.
Responsive web pages, mobile-friendly pages, fast loading web pages, image optimization and compression, proper meta-tags, structured data (Schema), URL naming conventions, CSS, scripts, well written code, video and audio file optimization are all an integral part of technical SEO that can help increase your website's performance and speed.
Combining a technically well-optimized website with high quality content from a well thought out digital content marketing plan, drives higher traffic and engagement - boosting ROI.
On-page SEO elements, off-page SEO, and technical SEO are all important ranking factors for search engines Google, Bing, Yahoo and Duckduckgo.
Local SEO:
Local SEO is a search engine optimization (SEO) strategy that helps your business become more visible in local search results on Google and Bing Search Results. Setting up and improving your Google Business Profile and Bing Places Profile, Yelp and other online ratings, in-depth customer reviews, and map pack listings are all integral parts of local SEO efforts.
In addition, accurate NAP, relevant industry listings, quality backlinks, mentions, and citations help boost local search traffic.
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Google Search Recovery
Google Update Recovery: If your website has been adversely impacted by a Google Update or by negative SEO tactics launched against your website, our team can help you to recover.
Google recovery SEO plans usually consist of technical SEO cleanup, advanced keyword research, landing page optimization, gap analysis, application / web and email server security hardening, denial of service (DoS) mitigation, bad link disavowal and quality backlink acquisition.
In cases of a highly impactful Broad Core Google Update or ongoing Negative SEO attacks, recovering and/or maintaining even a modest level of prior traffic can be considered a "win".
For a website health and performance audit, content audit, technical SEO audit, keyword analysis, backlink and competitor audit - Contact Broadcast Media Interactive Digital Marketing Experts
Automated Marketing Tools
Email campaigns, live chat, SMS/texting, video chat, lead forms, pop-up retention messages, site search and push notifications help automate personalized marketing based on user behavior.
Marketing Automation Tools using AI (Arificial Intelligence) and ML (Machine Learning) help you to maximize customer engagement, retention, conversion rates, and Return on Investment.
Performance Marketing (PPC)
Performance-based advertising is a form of paid search marketing in which the advertiser pays only when there are measurable results such as a sale, a lead, a download or an install.
ROI-Focused Paid Advertising uses programmatic digital attribution technology that better ensures you pay for tangible results measured by completed desired actions. Google Adwords, Facebook Ad, Instagram, and YouTube campaigns are good examples of programmatic ad platforms where you pay per completed action.
Key Performance Indicators (KPIs) can help measure funnel Awareness by impressions, Consideration by clicks, Leads and prospects by conversions.
Cost Per Action - purchasing cost-per-action (CPA) ads best assures that every advertising dollar spent better leads to a positive Return on Investment.
The main KPIs to measure in performance marketing campaigns are (ROAS) Return on Ad Spend, (CAC) Customer Acquisition Cost, (CPA) Cost Per Action or Conversion, (CPL) Cost Per Lead, (CPC) Cost per Click, (CTR) Click-through Rate, Conversion Rate, Conversion Value (Revenue), Reach / Impressions, (LTV/CLV) Customer Lifetime Value.
The most common user reactions a marketer can pay for are Leads, Sales, Clicks, Engagements and Impressions.
AI (Artficial Intelligence) & ML (Machine Learning) are now used by programmatic platforms to automate bidding (Smart Bidding) and ad-serving.
COOKIES - Changes to Performance-Based targeted marketing:
3rd Party Cookies which help advertisers identify, target and retarget online visitors are being restricted and on the way to elimination.
This will make ad personalization, cross-channel user attribution and targeted marketing very difficult.
For advertisers that rely on 3rd party cookies, this will have a big impact on effective performance based programmatic marketing as it will become much harder to use AI (Artificial Intelligence) and ML (Machine Learning) with the same granularity of attribution to accurately target users with precision as was done previously.
To address this, ad platforms are now using a website's visitor data to "train" their ad-bidding and ad-serving models.
3rd Party Cookie-based targeting and remarketing is giving way to a combination of keyword-based, 1st party cookie behavioral (SameSite cookie data), search query, and geo-location based contextual advertising.
Contextual advertising uses an automated process where promotional messages, articles, videos and ads are matched to the surrounding relevant digital content.
Algorithms used in contextual marketing advertising select the ads, promo videos or articles based on keywords in the page's content, user's location, personalization settings, search history and browsing behavior. There are two main types of contextual ad targeting:
Keyword Targeting: You create a customized list of keywords relevant to your product or service, and retarget users who view content featuring those keywords. You then bid and optimize based on each keyword.
Category Targeting: You target your ads on pages that comprise one or more of the 300 contextual categories defined by the IAB - Internet Advertising Bureau.
Alternatives to 3rd party cookie-based marketing:
Native advertising is a popular form of contextual advertising, where sponsored ads to be served are designed to look like the native content on a website.
Native ads match a publisher’s page content and design and offer a seamless, improved user experience across multiple devices with greater performance, and the use of unstructured data to improve targeting and placement.
Sponsored Content is a paid form of content or promotional media that is shared by another website, brand, influencer or other news publication which already discusses the same relevant topic on their platform.
Programmatic Video, OTT (Streaming), Addressable TV & Native Advertising uses data-driven real time bidding, geo-location, dynamic ad serving, interests and affiliations for ad targeting. Programmatic advertising serves real-time ads for a product or service to prospective customers who are actually interested in, may be currently shopping for, or who have purchased similarly in the past.
With programmatic hyper-targeting or geo-fencing, you can "pin-point" your personalized ads to be shown when customers are within a part of a zip code area, or one mile radius of an address or location.
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