Marketing a product directly to consumers today means navigating a constantly evolving and increasingly fragmented digital landscape being shaped by AI, shifting search behaviors and new consumer expectations. To succeed, brands need more than keyword optimization; they must also connect with real user intent and build trust across multiple platforms.
In a previous article, I shared practical insights into finding the right keywords—a foundational skill for any digital marketer. Now, let’s dive into the next chapter: deploying those keywords strategically. Applying the strategies below will help ensure that your carefully curated keywords don’t just sit idle but actively work to elevate your online presence and attract targeted traffic to your brand.
Understanding the history of algorithms can help marketers appreciate the significance of keywords in search engine optimization (SEO).
Hashtag campaigns can go viral quickly if enough social media users jump on the bandwagon. When brands are able to come up with a hashtag that captures the interest of audiences on social media platforms, the results can be phenomenal for their marketing. However, not just any old hashtag is going to produce these kinds of outcomes.
New automated tools are making the optimization of websites for search engines easier than ever. Nonetheless, some common SEO errors may still be overlooked by those responsible for managing those technologies as they seek to ensure they deliver the desired results and boost the business’s search engine page rankings.
While search engine optimization once relied almost exclusively on refining text to better match the words people most frequently typed into search browsers, today’s users are embracing voice search in a big way. This evolution, driven by the popularity of voice assistants and smartphones, makes it fast and easy for searchers to simply ask a smart speaker to find the information they seek.
Even if you’ve struggled to get the results you seek from your social media retargeting campaigns, don’t write off this tactic. The truth is, retargeting on social media can be a highly effective way to regain the interest of users who didn’t convert the first time they visited your website. However, if you rush into a remarketing campaign without a solid strategy, it can lead to careless mistakes.
Some agency clients aren’t able to address important questions marketers need answered in order to devise the best strategy to meet their needs. Luckily, analytics tools can help agencies uncover illuminating data that clients are unable to provide.
It’s pretty common to see marketing agencies focus on a singular dollars-and-cents approach to explaining the effectiveness of a marketing strategy to their clients. The vital misstep in this approach comes from assuming that clients are solely interested in the cost-to-return ratio of a policy. In many cases, businesses are less concerned about the spend and more worried about the value it generated, whether that is in returns or less tangible metrics like customer loyalty.
Search engine optimization (SEO) is a dynamic field, and because of the constant changes that affect it and the revamping of the algorithms associated with it, newcomers can have a hard time pinning down what works and what doesn’t. If a business doesn’t know how to do SEO right, it will lose visibility online and fail to attract potential customers necessary for its survival.