We’re not saying that Adwords is a redundant tool, but if it’s your only form of online marketing, you might need to reconsider your marketing strategy…
We all know how an auction works… the auctioneer holds up an item, states a basic starting price and then all hell breaks loose…
The same rule applies to Google Adwords: the more competitors you have for a specific keyword, the higher your cost per click will be. So if your online marketing relies solely on Adwords and your cost per click is R30, your Return on Investment will be unsatisfactory – especially considering the fact that not all click-throughs guarantee a potential client.
The Solution: SEO
Search engine optimisation (SEO) can be defined as “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results.”
There’s a reason why there is such an emphasis on SEO – or Search Engine Optimisation: It works!
How to improve your SEO ranking
Many people break out in a cold sweat when you start discussing SEO. But it is really not that scary, in fact, it is rather simple! Here are two simple ways to improve your SEO:
Yes, you read right. Social media is no longer just a way to keep in touch with friends and family, it has now become another platform for marketing
Why it works:
One of the main factors influencing your SEO is the amount of outbound and inbound links. Social media is a great way to establish this, since you can add your company’s web address in the “Contact” and/or “Info” section (depending on which platform you are using). Another aspect that influences your SEO is the number of visitors your page gets – posting relevant and interesting stuff can greatly amplify this.
How to do it:
Share posts originally featured on your website on your profiles, you should also share posts from other industry-leading accounts (but make sure you don’t share your competitors’!)
Tip: Don’t only post items pertaining to your direct customers’ interest. Occasionally, you should post articles to their clients. Remember: you want a visible online presence and shared and “liked” posts grow your visibility.
This is probably the most well-known way to improve SEO. Remember those keywords and phrases you used for your Adwords? Make sure that they appear in the following important SEO fields on the relevant landing page:
- H1 heading
- H2 – H4 headings
- Media file names
- Image alt tags
- Meta description
A word of warning:
- Check your keyword density: Google will see past your trick Using too many repetitive keywords will negatively influence your pages’ SEO ranking (Using synonyms is a great way to sidestep this!).
- Spelling and grammar: Make sure that the spelling and grammar of each page is faultless. Google’s bots are very strict about this (yes, almost as strict as your Grade 4 teacher was!).
- Use the correct regional language: It’s a well-known fact that American English is different from standard English. And while America is cool and all, using their spelling will certainly affect your SEO negatively since you’ll have more competitors. Matching your English to your country’s standard will greatly benefit your SEO ranking when people search for local results.
In essence, yes, Google Adwords is a very useful tool, but carrying all your eggs in one basket is never a good idea. Make sure your efforts aren’t wasted by using all methods at your disposal.