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DIGICOM – Digital Marketing Course Provider – SEO, SEM, Social Media Advertising, Digital Advertising with Programmatic Buy

Adopting a Holistic Search Approach integrated into 360 Digital Marketing Channels

Search keywords based on search volume research is not only related to SEO (Search Engine Optimization) or SEM. It is consumer data and insights of audience preferences, interests and indication of market trend.

Therefore is not working in silo, but should be integrated with your online and offline marketing channels, tactics and strategies. Here we name a few but the list is not exhaustive.

  • PR pitch
  • Journalist Story
  • Content Marketing Strategies
  • Influencer Marketing Strategies
  • Social Media Strategies
  • Promotional incentives to drive ratings and comments to boost rankings of particular digital assets
  • Digital Advertising Strategy integrated with your Video SEO and ASO (App Store Optimizaiton) since user data such as nos of downloads and views count.

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SEO Friendly CMS not equal to SEO Optimized Website

Many marketers may come across CMS developers or web develop offers free through their website development or website built in their content management system (CMS).

The truth is SEO friendly CMS may not automatically help to build a fully SEO-optimized website without effort from keywords research, search intent centered onsite and offsite optimization

In most cases SEO friendly CMS only means the system provide entries to some meta-data. However some CMS even do not allow different meta data for different pages, or no canonical rel-link tags, etc. which are harmful to SEO.

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Common SEO Paradox

How your understanding of () reflects the truth?

There are many paradox on SEO that many seasoned marketers may overlook. We are going to discuss some of these.

  • Backlinks are no more important and are one form of Spamming? (false unless you use the wrong links and wrong methods)
  • Press release distribution are important to bring backlinks? (False, but helps to build citations)
  • Backlinks from influencers helps to build valuable SEO backlinks (Yes only when they are celebrities or major KOL but costly, No for micro-influencers)
  • ……a lot more

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You Should Start SEO before Website Development

You should start SEO (Search Engine Optimization) before website development. This is contradictory to conventional marketers’ way of building a beautiful website; and then .

The rationale behind lies more on the onsite optimization elements such as website content structure, website design and layout, content writing and programming that is related to your keywords.

Some non-SEO friendly elements in the website may not be reverted once the website has been built. The classic example includes but not limited to one-page layout, websites for separate devices, content structure not in line with SEO keywords objectives, etc.

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How Search Engine Works?

How Search Engines works? How does it determine the organic web rankings of thousands of websites?

Search engines like Google and Yahoo go thought the 3 step of ranking the website: Crawling, Indexing and Ranking.

Nevertheless the underlying rule of government which web listing at the top is relevancy.

Relevancy is the King.

  • How relevant the web page that search engines think is related to the search query that triggers the listing.

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Google Algorithm & Google Dance

As mentioned previously, Google is the search engine with the largest search volume in most countries. Therefore it is important to understand Google Algorithm i.e. how Google rank the web page.

Google Algorithm changes over time as there are major and minor updates on its algorithm every year, quarter and month.

However the following update are the most important one that shape how we do SEO (Search Engine Optimization) nowadays:

  • Hummingbird Update
  • Panda Update
  • Penguin Update
  • Mobile First Index

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Why Google SEO Rules?

, abbreviated term for which is the organic way of boosting your website listing to the top of SERP (Search Engine Results Pages).

Why we are mostly referring to SEO on Google? It is because Google has the largest search volumes in most countries.

Below are a few countries that Google is not dominating and the dominating search engines in the respective countries:

China (Baidu and a few of other emerging search engines such as 360, Shenma, etc.)

South Korea (Naver)

Russia (Yandex)

Therefore we will mostly focus on SEO rules of Google.

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Why Always go for White Hat SEO

, abbreviated term for which is the organic way of boosting your website listing to the top of SERP (Search Engine Results Pages).

There are two schools of SEO: black hat and white hat. We should always go for the White Hat because this is the preferred method of Google.

White Hat SEO start from Keywords Research to technical and content optimization as well as offsite optimization which takes 8 weeks or more to see the results. However once your results are achieved in terms of high organic rankings, it is long lasting.

Black Hat SEO promise overnight results at a very low price which is tempting to most marketers. However the results are short term; and the nightmare is that you will get penalized and banned by Google for a period or forever.

Therefore we need to distinguish the black hat and white hat SEO and always go for white hat SEO.

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4 Digital Trends that made a Separate Mobile Marketing Strategy not a good idea

In 2019, a separate mobile marketing strategy is no longer a good idea to any marketer. Having said that, we do not mean to say mobile is not important. It is the reversal that today mobile traffic has now surpassed that of desktop leading to distinction between devices getting less and less significant.

Here 3 Digital Trend that made mobile marketing no longer a standalone strategy in
1) Less distinction between devices as aforesaid
2) Responsive website (i.e. one website optimized for desktop and mobile with the use of fluid design) becomes a must for brands since 2013.
3) For every self-served ad platform from search, social media to display and video, the ad campaigns indeed reach all devices (Desktop, tablet and mobile) by default without the need to specify in your campaign setting.
4) Real time location targeting at street level or a specific street nos which were available to enterprise level DSPs (Demand Side Platforms) for big brands before, are now also conveniently available to ad networks such as GDN (Google Display Network) for SMEs.

Here I share with you article back in 2014 to illustrate that this trend started a few years ago. Every marketing strategy should be mobile nowadays considering multi-devices and cross channel customer journey.

It’s funny because a decade ago, we were doing email on our phones (the iconic Blackberry appeared in 2003), but somehow WAP, GPRS and the Nokia 6600 all failed to achieve ubiquity.

I’ve been closely involved in mobile since the early 2000s. Before starting Distilled, I worked for a strategy consultancy called Analysys who specialised in telecoms (and particularly in mobile). I distinctly remember every year back then being hailed as “the year of the mobile” (the earliest reference I can find online was optimistic that 2000 was going to be the year of the mobile).

But I don’t want to give another talk on responsive design, mobile user-agent server headers and googlebot mobile. Those things have their place, but they are inherently tactics. Instead, I want to ask myself the question “what does a true mobile marketing strategy look like?”. Before I get to that, some background:

This post isn’t really about responsive websites, though. I wanted to address a broader question. There are a few marketing topics that seem to make it into board rooms sooner than others. Social media was one – I’ve heard a lot of senior people ask “what’s our social strategy?” over the years and now I’m hearing “what’s our mobile marketing strategy?”. That’s why I picked mobile as my topic for our upcoming SearchLove conference in London.

Before I start, I should address the irony of writing this post on a site that isn’t yet designed for mobile. I don’t make those decisions, nor have the insight into the development backlog. I still think this is the community to have this discussion with, so I’ll just have to put up with the irony.

Curated from Why You Shouldn’t Have a Mobile Marketing Strategy – Moz

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