To climb up online is all about being visible in the search engines. So a giant climb online is a really big increase in visibility and a huge increase in website visitors.
This is what has happened to the Doctoori medical website in the last twelve months. It has seen visitor numbers rocket with a staggering 512-fold increase in just twelve months from SEO work.
- Read the SEO case study
- Read below why the best digital marketing is 'more than' simply climbing to the top of the search engines.
Being visible online within search results is hugely important to any internet business. This means appearing near the top of Internet search results, and the business of achieving this is known as Digital Marketing. But to ‘just’ climb up online is not sufficient as this is too much concentration on just one part of effective digital marketing.
So what is Digital Marketing? How does this differ from Traditional Marketing? And why is it not sufficient to ‘just’ climb up the search engines?
Digital Marketing
ExtraDigital think that Digital Marketing is easier than traditional marketing as you see the results quicker and it is easier to get quantitative data to analyse. So, for example, with paid search you should always be running profitable campaigns. Well managed online paid advertising will always be profitable. If money is being lost they are poorly managed.
Non paid search advertising (known as SEO or content marketing) should also be able to show a very profitable return within a few months. And the same with social media – all the metrics and data is available for tracking and analysing to ensure advertising budgets are well spent.
Digital Marketing has developed a reputation for being more complicated than traditional forms of advertising, but this is not helpful. It is easy to understand that when placing adverts in a newspaper or magazine that some pages are better than others. We all know that TV ads either side of popular programmes before Christmas will be much more expensive. When purchasing space on a billboard or even getting poster space on shop window, location is key. In all these examples the best places to advertise are those which are most visible to the highest number of relevant people. Digital is just the same – it is about getting noticed or being visible to the highest number of relevant people.
Online, the directories are search engines, billboards are display advertising and magazine editorials are blogs and online PR. To be most visible you need your ads or content as high as possible up the listings – hence the term climb online or climb up the search engine results.
Climbing to the top is not enough.
Offline everyone understands the poster, video, printed article or directory entry must look good – it must keep within brand but attract and entice the viewer to take note and do something. Digital Marketing is just the same. There is no point climbing to the top of the search engines or paying to be at the top and not having a really attractive advert or listing for your product, service or business. It is this ‘extra’ attention to branding and how you appear that creates a really successful digital marketing strategy. And a strategy that works long term.
Offline, magazines or TV stations do not like poor quality editorial or adverts. Online is just the same, with search engines such as Google offering rewards for good ads and penalties for poor ones. So being at the top is not sufficient – you need quality content and quality ads.
At ExtraDigital we both expect and achieve a very significant improvement in revenue, profit or enquiries for our clients from a complete digital marketing strategy of both online visibility and quality content.
This article was inspired by all the talk online about Climb Online following Mark Wright's win of the Apprentice, Images such as the one on this page of climbers and mountains have been used by ExtraDigital for many years to convey the concept of being at the top.
