Search Engine Optimisation is an essential part of every digital marketing strategy. Not only does it offer greater searchability and visibility for your business, but it also contributes to your site’s credibility and trust.
Within the new landscape, focusing your marketing efforts on SEO could be a huge advantage. These are the reasons why making sure your website performs well in Google is essential in today’s environment.
Third-party cookies’ policy
Earlier this year, Google announced that it would phase out the use of third-party cookies in its Chrome browser by 2020. The reason given was that their efforts are focused on showing relevant ads for users while minimising data shared with websites and visitors. How does this relate to SEO?
Cookies allow your site to remember key information on users, like language preferences, usernames and passwords, or products added to a shopping cart. Third-party cookies are implemented by other websites to help track user behaviour for advertising, (think of the Facebook pixel).
Removing these will have an impact on how online advertising is planned and executed. The positive takeaway is that, while the landscape for paid ads changes, one of the best investments your B2B company can make right now is SEO.
Don’t bombard, be found
With a high number of users being apathetic towards advertising content, (55% according to Kantar Media), it’s the perfect time to let your customers find you.
Searching for a product or service in Google implies an interest that it is missing with online advertising. Having an optimised site for organic traffic means that users will be able to find you when typing specific keywords related to your business in Google.
If we think about Google’s mission - to show relevant and useful information to users across the world – we conclude that your marketing efforts need to have the right intent to succeed. When you focus on rating for the relevant keywords with the right search intent, users that come to your site are more likely to convert.
Intrusive and exploitive advertising during the current COVID-19 crisis is also making some key businesses turn their focus on SEO. After all, who enjoys being bombarded with ads when you have more important things to think about?
The human element needs to be present in every B2B strategy. It is vital that empathy, and acknowledgement of what is happening around us, are respected and trusted as a brand.
SEO and Inbound Marketing
SEO and content marketing have become an integrated strategy for any business wanting to improve position in Google search results. Why?
Inbound marketing focuses on attracting the right clients by providing useful and relevant content. So if you want to do well in the search results, creating content - from blogs to web pages or videos, should be central to what your audience needs. And if the usefulness, engagement and quality factors are there, Google will love it.
Long game, big win
“All things come to those who wait”.
This could not be more appropriate for SEO marketing these days. Polishing your website so that it appears at the top of the search results while providing a good experience to your visitors can be a lengthy task.
Don’t think of SEO as just one little issue you need to tackle. In today’s market, a holistic approach to digital marketing will win your business more credibility than isolated actions. - Tweet This!
Appearing at the top of the search results for the right queries; a relevant, easy-to-navigate website; a social media strategy that supports your mission as a business will all contribute to your success. Remember that every channel is an opportunity to leave your mark and engage with your customers.
Pillar Content for SEO
A great strategy to consider is that of Pillar Content, a way of internally linking content within your site to give precedent to a single piece of content, or pillar. Learn more about this by downloading our Guide to Pillar Content
If you need help defining a digital marketing strategy that works in every channel, ExtraDigital is here to help. Give us a call or drop us line to find out more.