What To Expect From An Online Marketing Company

online or digital marketingOnline marketing refers to the advertising and marketing techniques that are used by organisations to market and promote their products, services or brand in the digital world. There’s tons of information about online marketing on the web and it can be overwhelming. It takes a lot of skill and expertise to be able to choose which areas to focus on to maximise the return of investment, and this is where online marketing companies come in.

Online marketing companies apply various strategies to help a business or a website promote themselves online. These techniques include SEO, link building, social media marketing and online revenue optimisation to name a few. They can help you find the right online marketing mix of strategies that appeals to your target market and can actually convert them into sales.

When it comes to service, here’s what you should expect from an Online Marketing Company:

• Expect the company to be able to develop and implement online marketing methods that can create brand awareness, and generate product sales, ROI and traffic.

• Expect the company to be able to manage social media profiles, online advertising and events.

• Expect the company to be able to develop suitable social media strategies to make use of social media avenues for marketing campaigns.

• Expect the company to be able to coordinate with your company to actively promote new and existing products and services.

• Expect the company to be able to administer online marketing campaign through proper coordination with management and outside organisations.

• Expect the company to be able to evaluate and update corporate web content to optimise campaign efficiency.

• Expect the company to be able to develop and bring variety in the marketing process.

• Expect the company to be able to help you turn your website in to your business’ most powerful lead generator.

All businesses should consider getting an online marketing service to include in their marketing mix. Qualified online marketing companies can help a company improve its search ranking, optimise web content, manage social media profiles and ultimately aid in its success. Look for an online marketing company that provides a variety of optimisation services with a good reputation and experience that can give you great results for your business.

SEO and SEM: Understand The Acronyms

SEO versus SEM

Many people get mixed up and confused with the terms Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). Recognising and understanding the difference between the two is vital in determining the allocation of your marketing funds and resources.

SEO and SEM — what’s the difference?

Search engine optimisation (SEO) is the process of optimising a website, affecting its visibility on organic (unpaid) or natural search engine results. It is actually a component of SEM and is perhaps the most cost-effective function in a search engine marketing campaign.

Two Main Components of SEO
• On Page (On-Site) Optimisation: Includes keyword density; title tag optimisation; quality of original content; keywords in the content, hyperlinks, headings and bold tags, URL, meta tags, sitemap, link structure.

• Off Page (Off-Site) Optimisation: Includes amount of incoming links; quality of sites that link to yours; social sharing signals; relevancy of sites that link to yours; keywords in the anchor text.

Search engine marketing (SEM) is a more extensive term than SEO. It is the process of marketing a website with the goal of getting higher visibility in search engines with the option of using either free traffic (SEO) or paid traffic (Paid search advertising like Google Adwords).

Paid search advertising is purchasing advertising space in the search engine results. Rather than trying to rank higher and get free traffic (SEO), you pay to be seen in front of the searches.

SEM Practices:
• Paid inclusion
• Traditional ads
• Pay-for-placement management (includes pay-per-click)
• Link popularity / reputation development

SEO is focused on organic search results and aims to get your website to the top of the list of organic search results. SEM considers the right keywords and investing on those so that your website appears in the paid search results of major search engines.

SEO and SEM are not opposing services. The difference is simply that SEO is part of SEM and is actually considered as a subset. Both processes share the same goal and that is to increase visibility in search engines.

If you want to manage a business on the internet, it’s essential to be visible in both organic and advertised links, which means you require using both SEO and SEM. Merging the two into one solid strategy can be extremely advantageous for your business.

SEO: How to Avoid a Google Penguin or Panda Penalty

Google Panda and PenguinGoogle Panda and Penguin are Google’s search result ranking algorithm updates. These updates were created to basically promote quality blogs and websites, filter out spam and present quality results on search engines.

Panda was first launched in February 2011 and is said to be the deadliest update yet, whilst Penguin which is a little more forgiving, was released on April 2012. Since these updates were launched, the SEO world has never been the same again.

What happens when the Google Panda or Penguin smell something fishy on your site? Aside from a penalty, the site will also have a big rank drop and pages disappearing from the results entirely, that’s what! Now, you wouldn’t want that would you?

Panda updates basically screens poor content and are intended to target shallow, duplicate, and low-quality content. Panda also detects the familiar forms of spam like keyword stuffing and random rubbish pages laced with keywords. It is designed with the purpose of spotting content that wasn’t adding any real value to the Internet and eliminate its muscle to rank.

Avoid the penalty by:
• Eliminating low-quality content from your pages as well as duplicate content
• Concentrating on building strong, unique and relevant content that reads well for your audience
• Refraining from placing too many ads on your websites
• Avoiding stuffing your pages with affiliate links by minimizing cross-links from sites you control

Penguin updates spot link spam, for instance, over-optimisation of anchor text and paid links. Its aim is to discourage and punish spam websites targeting the over-optimized ones with great numbers of low-quality links and remarkably high numbers of highly optimized anchor text, along with sites that have more typical keyword stuffing schemes or duplicate content that is intending to manipulate ranking.

Avoid the penalty by:
• Avoiding keyword stuffing on the internal and outbound links
• Not overusing exact-match domains
• Not becoming too aggressive with exact-match anchor text
• Having multiple and varied anchor text
• Acquiring significant, high-quality links and removing any offending links

The best way to escape the Panda and the Penguin’s fury is by avoiding strategies designed to deceive the search engines. It is a bad idea to trick Google, that doesn’t work! It is significantly important to learn about how Google Panda and Penguin affect your website and search rankings as this will help you understand how to have sustainable rankings and improved results.

If your site drops and you need assistance, the experts at SEO Sydney can help get your site back up in the rankings before it’s too late.

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