On Friday 8th May, our Communications Manager Natasha Clarke and Client Lead Sarah Nagra, attended a digital bootcamp organised by the Chartered Institute of Marketing (CIM). The event explored organic search marketing and covered a range of paid search activities. Here are their key take aways from the event:
As marketers, we turn to search engine optimisation, just like other marketing channels, in order to get more for our clients: more sales, more enquiries, more traffic to their site, more leads...
Search marketing is not something we have to 'win' or battle against. What we have to remember is that Google is for the people. If your business is directly related to a particular search term, there is no reason why best practice efforts can't be made to get a great search ranking result on that term.
Google is a product and it has customers, individuals like you and I. It is a business that wants to provide its customers with the best service: the right search results. Google wants people to use it, so it makes sense that it is going to do its hardest to present people with the right answer. It's job is to make sense of an enormous library of information and find what is most relevant to that search term or query.
Google's search ranking methodology is based on measuring things. Search ranking isn't based on feelings, emotion or opinion. It's based on measuring the facts. Google measures a host of different things to work out the relevancy of your website to certain search terms. Theses can be broken down into three key categories:
Getting the right combination of these three key areas will undoubtedly aid your search marketing efforts. It's all about sending Google the right signals. You want to be specific enough in your search marketing to get the right visits to your website too. We like to remind our clients that we would rather just 10 visits to their website that results in 10 purchases, than 1000 visits to their site and no purchases.
What do I do now? How do I start?
Long gone are the days of short, three word searches e.g Eiffel Tower Height. Today, queries are often six to seven words long e.g. How tall is the Eiffel Tower. Plan your content development around these longer queries in order to create good quality, engaging content that is crucially, relevant to the user.
So, think about the different types of customers you have and segment your audience into groups. For each group think about the questions these people will have about your service or product. These questions turn into 'topics'. It is best practice to write content around these topics, rather than the specific key word.
Finally, one of the biggest messages to take away from this Search Marketing bootcamp was that, SEO is never finished. It is a long term, on going marketing activity. The underlying principle is simple but it can be tricky to execute.
If you would like to know more about Search Marketing, get in touch with our team today. At Mackman we work with a number of clients to support their search marketing activity and get them on the right track to obtaining those all important high search ranking results.
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