Fix Your Mistakes and Get Yourself Ready for Creating a Top-Notch Search Marketing Strategy

It's the story of every digital marketer out there. After spending some time in the digital marketing space, they'll eventually discover how intrinsically woven SEO, web design, link-building, and paid media are. In the world of search engine optimization, there is no use focusing all your attention on only one aspect of it. For example, keywords or on-page SEO. All of these elements run together to create a robust online presence for a brand. 

SEO is an ever-changing domain. But the good news is that there's no need for you to always wade in an ocean of uncertainty. You can make use of the innumerable SEO tools that help you to make wise decisions. In such a scenario, if you find yourself making a mistake, you can rectify it and move ahead.

We are just in the middle of 2021 right now (how the time flew by?!). It is the best time to gain an awareness of your current strategy and analyze it to discern any loopholes in it. Let's get started with it.

Discuss Topics Rather Than Spamming Keywords

Approximately two decades ago, stuffing keywords on your posts yielded you great results. However, we are not living at the same time anymore. If you work with such outdated techniques today, your ranking is bound to suffer. 

What works in the context of the present scenario is putting out content that discusses trending topics. By discussion, we mean something that provides value to the one who reads it. Do you feel like you've run out of ideas to discuss? Well, you're in for luck. There are tools like Answer the Public and BuzzSumo at your disposal. Use them to discover the latest topics in your domain. 

Keyword spamming definitely does not work, but don't let this fact make you develop your content in a way that is devoid of any keyword. They still have their place. After all, Google needs to align queries with suitable content. The content it chooses to match the questions with is the one that's most useful and informative.

In it, keywords are placed naturally and strategically. The most successful pieces of content out there are the ones that determine the intent of the keywords and match them with their topic research to come up with a potent piece that effortlessly climbs to the top of the search engine ladder.

Paid Media Messages Should Not Be Inconsistent

Paid media entails using advertisements to trigger users to take action. But even the most competent PPC specialists can make mistakes when they forget about ensuring consistency in their messaging. As mentioned before, all the different aspects of online marketing are tied together. With PPC, you need to ensure that your landing pages have similar messaging as your advertisements. They should have the same information that people saw when they initially clicked on the ad. It will bring about a sense of continuity in your paid campaigns. In its absence, you will only end up confusing users more. 

As experienced marketers, you might know that it takes around five to seven impressions for a brand to etch a presence in the user's mind. It's a lot. Can you think about achieving such a feat without ensuring some kind of consistency in your messaging?Undoubtedly, the answer's no.

What you need to do is put yourself in the shoes of your users. Familiarize yourself again with a user's paid search journey. If you find that there's a logical sequence in the messaging and branding, then you are certainly heading a successful campaign. 

Get the Desired Action from Your Users with a Stunning Website UX

Website user experience (UX) is an area where SEO and web design beautifully merge. You can spend endless hours producing content and getting everything in your might to get your hands on the best domain-specific keywords. However, you'll be in for an unpleasant surprise when you find the users not taking the action you want them to take if your site doesn't impart a great UX. 

We are not laying out this mistake for no reason at all. We have evidence to back it up. Almost 67 percent of people online share the view that a terrible website design and layout adversely impacts their brand impression. Sixty-seven percent is by no means a small figure if you come to think of it. 

When you hear the words, good site layout, what exactly comes to your mind? Can you list down some concrete points which make up for an excellent website UX? If not, then here's what you need to remember.

  • Ensure that the main navigation of your website is giving your users some knowledge about all the important areas of your site. 
  • It's a great idea to have some blogs on your website.
  • Don't forget to create an About us section.
  • A contact tab is a must.

Another crucial aspect of a website is its accessibility to everyone. By everyone, we also mean those who are physically disabled, like visually or hearing-impaired individuals. It's more than a sound business practice. It's a step in creating a more inclusive space. 

Setting and Forgetting a PPC Campaign Is Dangerous 

This point will resonate with those business owners who set themselves to the task of digital marketing independently. You might have a lot going on, and so it's understandable that you wouldn't get sufficient time to meticulously analyze the effectiveness of your PPC ad campaign. In such a case, you might develop an intelligent PPC ad campaign having all the desired images and text for your audience. But after setting it, how often do you check the performance of your ads? 

It might be that your ads were performing well, but lately, there's been a drop in their performance, and you don't even know about it. In a way, you're just wasting your efforts on those advertisements that aren't working to trigger conversions. So, do not let this kind of mistake continue. Spend some time gaining clarity over your ad's performance. Find out if everything is running according to your desire and never forget to make a change when things aren't running as they should. It means researching ways to optimize PPC campaigns and resource consumption. 

Maybe you need to rework the ad copy and make it more relevant. Or perhaps you need to use geo-location and dayparting at the same time. Dayparting refers to scheduling ads to occur at specific points in the day. Geo-location means displaying the advertisement only in particular areas.

Fix Yourself up for the Future 

Mistakes should be fixed as quickly as possible. There's no better time than the present moment to analyze your marketing techniques and take steps to correct your shortcomings. The recent pandemic has already impacted businesses in an unprecedented manner. Let the remaining part of the year and your future be defined by solid strategies that yield long term results. 

Subscribe to our newsletter

Stay in touch with Pro Marketer with our quality, spam-free fortnightly newsletter.