Posts by Manoj Negi

SEO for Schools: A Complete Guide [2023]

Suppose you are a school or education provider targeting local and international students. Imagine if a parent or prospective student is looking for courses or the schools like yours through search engines (Google, Yahoo, Bing etc.).

You must appear in the SERP results and grab those enquiries and enrolments. In that case, I am sure you know the importance of Google’s first-page ranking.

Currently, there is massive competition in the market and parents and students have many options to choose from regarding their education and desired discipline.

It is vital to have solid online branding, credibility and ranking on search engines to portray a strong brand and top choice of students to get more enrolments. In short, Google’s top ranking is significant when your prospectives are contemplating it.

I have 7 years of experience in the education industry. I worked for one of the leading PEI in Singapore, offering Diploma to Degree, Masters and Doctorate pathways. I was responsible for the yearly digital marketing strategy and lead generation for Singapore, Malaysia and Tajikistan campuses. To grow the domain authority, I added SEO, Google Ads, Facebook Ads, LinkedIn Ads, Content Marketing, Blogging, high authority domain Backlinks and Digital PR submission in my digital marketing strategies, and here below is the outcome.

Here are some samples of my digital marketing results for the Education industry:

Google Analytics Screenshot of Singapore Education Website Digital Marketing Project.
Google Analytics Screenshot of Singapore Education Website Digital Marketing Project.

Google Search Console Screenshot of Singapore Education Website Digital Marketing Project.
Google Search Console Screenshot of Singapore Education Website Digital Marketing Project.

Regarding quality leads and long-term results, I strongly recommend SEO and Google Search Network (GSN) marketing. Yes, I kept a higher budget for these two online marketing channels, and the results are satisfactory.

The #1 Result In Google Gets 27.6% of All Clicks. Only 0.63% of Google searchers click on something from the second page. That is why I kept hitting for the top position of my education site through SEO and GSN.

In this article, I’ll discuss my experience with what you should be aware of about SEO and its role in digital marketing for the school or University you are promoting. Let’s get started by discussing the definition of what “SEO” stands for.

What is SEO for schools?

Search Engine Optimisation (SEO) can be described as implementing the correct practices in (and off) the school’s website to ensure that search engines determine that you’re the most suitable option for the user’s search query.

For instance:

If you’re an education provider in Singapore, you would like your school and available programmes to appear on the first page of Google when a potential parent or student types in “private school Singapore”.

Google.com.sg search results page screenshot for private school Singapore keyword.
Google.com.sg search results page screenshot for private school Singapore keyword.

Consider it this way…

Google (and the other search engines) would like users to discover valuable and useful content when they browse their sites. Otherwise, they would need help to keep people using these platforms.

Thus, Google will only show relevant content they consider valuable based on keywords users search for and ensure users are satisfied.

If your school wants to increase the number of students, SEO will be an essential part of your marketing plan. Let’s look at some strategic ways your school can boost its SEO ranking.

How Can I Make My School Appear on Google?

Search engine optimisation can become complicated and often appears like you’ll need an advanced degree to apply. Even looking at a few fundamental SEO strategies and having a firm grasp of the fundamentals could significantly improve the rankings of your school.

Here are a few SEO tips that any website of a school must implement:

Pick the Right Keywords

The first step of SEO strategy is to conduct keyword research that involves identifying the terms your target audiences are looking for. 

Google Keyword Planner Screenshot.
Google Keyword Planner Screenshot.

You can use the free tool from Google, available under Google Ads. It is called Keyword Planner available under Tools & Settings.

Screenshot of Google Ads Tools & Setting Features.
Screenshot of Google Ads Tools & Setting Features.

Alternatively, many paid tools are available such SEMrush, AHREFS and many others.

Conduct an On-Page SEO Audit and Fixing

School and University websites are prone to have a lot of pages, including sub-domains. But the majority of their pages need to be addressed by SEO.

These landing pages that aren’t noticed can include pages containing courses that were removed from the school’s curriculum or even whole sections of the website, including news or blog.

On-page SEO consists of many tasks. Ensuring images have an alt tag, appropriate metadata and word count on the target pages.

Let the education SEO experts assist you with finding and fixing orphaned pages of the website and all other on-page education SEO issues.

Be Alert for Duplicate and Plagiarism Content and Fix It

Content is the most crucial element for SEO for schools, and duplicate content can damage any website’s ranking, particularly in education. 

One of the most significant issues with the same content found on .edu sites is an incorrect application of HTTPS-secured protocol. For instance, many school sites are accessible simultaneously via HTTP and HTTPS. 

The version with an index of the website is the secure one. Although users may not know the technical aspects of fast connections, they know that they prefer an HTTPS website when they provide personal data, such as the data required to enrol online.

I rely on the best tools, such as Copyscape, to find duplicate content. There are many free tools available that you can use, for example, SEO Review ToolDupli Checker and Copywritely. Still, with the free version, there are word limits.

Website Indexing Issue

Examining the indexing of educational websites is vital to ensure the health of your site’s SEO. However, checking for indexing issues is essential when designing or revamping the website.

Indexation is crucial in building a solid SEO base and is one of the most frequently encountered issues that cause crawl mistakes.

In simple terms, to appear in the search engine’s results, your website pages must first be accessible to search engine crawlers.

You can use this formula on Google to check how many pages are indexed:

site:domainname (e.g. site:https://articlesenior.com)

Alternatively, if you have set up the Google Search Console, go to INDEX -> PAGES -> View data about indexed pages.

Check indexing of the website in Google Search Console
Check indexing of the website in Google Search Console

Website Loading Speed Must Be Resolved

The speed of page loading can impact SEO and is one of the crucial ranking factors directly for Google, which was verified through Google’s Algorithm Speed Update back in 2018. 

One of the leading causes of slow loading speed for educational websites is web hosting. Because your server data centre, CDN, SSL and many other factors are crucial and are considered by the search engine algorithms.

To get better results from your education site’s SEO, seek SEO expert assistance on the web hosting plan selection.

In addition, sometimes website developers use multiple scripts and codes to make the website more excellent also never optimise the heavy images. Still, those scripts are serious and are another reason for the slow website loading speed.

You can use the free page speed tool to check what is causing the slow speed of your website and fix it.

Website Page Loading Speed Test Tool.
Website Page Loading Speed Test Tool.

Optimise Your Website for Mobile Search

Did you know that over half of all search queries on Google are performed on smartphones?

Mobile usage is often higher than 50%. The education sector is definitely one of them as their primary group consists of people aged between 18 and 30, who tend to spend more time on their mobiles rather than a computer on a desktop. 

Mobile users perform most of their tasks via their phones. For example, asking questions about admissions, reaching out to their counsellors, and even filling out an application for admission and making payment online.

Refer to the below screenshot of the Education website Google Analytics. The stats include SEO and paid online marketing campaign performance; we clearly can see that most of the traffic came from Mobile devices.

Education Website Google Analytics Mobile Device Performance.
Education Website Google Analytics Mobile Device Performance.

Find Broken Inbound Links and Fix

Inbound backlinks are part of the SEO strategy to increase the education website’s ranking on search engines. A well-crafted inbound links strategy leads to SEO success.

The correct backlink works simultaneously in two ways: it will drive traffic from referrals to your website. It will help to rank better on search engines.

There are several reasons the website has broken inbound links. For example, the website is redesigned, and developers always keep the old URLs, diploma or degree courses are teach-out, created the wrong URL and renamed.

However, the server still has the incorrect URL and many others.

An experienced education SEO expert can help find all these issues and fix them. You can see the drastic growth in the website performance once all the broken links are resolved.

Keep Your Wikipedia Page up to Date

Ensure your school’s Wikipedia page is up-to-date and free of any inaccurate information since it is portrayed on the first page of the organic results.

Digital Press Release Submissions

Google closely follow the news and media content. Suppose your school website content is published on renowned news websites.

In that case, it gives a strong brand signal to the search engine’s crawlers and directly influences the SEO performance.

Here are the top benefits of PR submissions in education SEO:

  • High authority backlinks from the news & media sites counted as high-quality links and help SEO ranking.
  • Introduces your site or available courses to new users.
  • Increases your education website visibility for search engines.
  • News sites are regularly crawled by search engine bots, and PR site backlinks immediately benefit SEO efforts.

Appropriate Word Count and Keywords Density

If you search any keyword on Google and check all the top 10 organic results sites’ word count, you will find the average word count on each page.

Some highly competitive keywords require extra effort to rank higher on SERP. To expedite the process and research, I use the SEMrush tool to determine the word count requirements.

Go to the SEO Content Template section and add your target keyword and location.

SEMrush Content Optimisation Tool.
SEMrush Content Optimisation Tool.

Let’s take an example your school is offering MBA programmes, and you want to rank on Google page #1 with the “MBA in Singapore” keyword on Google Singapore.

Below, the SEMrush screenshot will show you the minimum word count required on your targeted page and all other sites currently ranking on Google page #1.


SEMrush Target Keyword Word Count Tool.
SEMrush Target Keyword Word Count Tool.

While fixing the word count on your target web page simultaneously, it is essential to maintain the keyword density, which should be 1-2%. For example, if your web page has 1000 words, you can add your “MBA in Singapore” keywords 10 to 20 times.

Refer to the below example of how to insert the target keyword within your web page content body:

Keywords Density on Target Web Page.
Keywords Density on Target Web Page.

Optimise All the Pages on Your Website

Optimising all your pages, including About Us, Admissions, Student Care, and others, is vital. When you hire an SEO agency and give your list of target keywords, usually, the agency optimises the selected web pages only according to the given keywords.

Due to that, the website needs to get the deserved web traffic. Ensure you have updated all your website page’s Meta titles and Descriptions.

Create Unique Pages and Content

Google dislikes duplicate content and will block websites it considers not distinctive. Ensure that each page’s content isn’t copied, pasted, or repeated throughout the site to stop this from occurring. SEMrush website audit function will help you find duplicate content.

Use Appropriate Heading Tags

To make your site more efficient, you should use the primary keyword in all heading tags. The best practice is to begin every page with a single headline (H1 tag). Then the content is divided into sections using the H2 tag, and sub-sections are marked with the H3 tag.

Make sure that your web page should have at most one H1. You can have multiple H2, H3 and H4.

You can simply press CTR+U to see the view page source and CTR+F to find the H1 to ensure that it’s used only once.

<h1>Full-time and Part-time MBA in Singapore</h1>

Backlinks Profile and Count

When another website page link to your website is called a backlink for your website. Backlinks signal to search engines and matter significantly when ranking your website on the search engine’s results page.

In easy words, backlinks are the vote for your website to rank higher.

Distributing your website links to other high-quality sites with good volume sends a signal to search engine crawlers and helps boost your domain rating and ranking with your target keywords.

Involving SEO experts in the backlinks strategy is vital because acquiring poor or spam site backlinks will harm your domain and its credibility.

The education SEO experts do in-depth research on the backlink domain first and ensure that the website has a quality rating and will help the website’s ranking.

To conclude, quality backlinks and a better count could boost your domain’s rating and, as a result, increase your site’s rank on SERP.

To plan your backlinks strategy, it’s always good to check your competitor’s backlinks count and how they have distributed their backlinks.

I use SEMrush to find this information and set up the strategy accordingly.

SEMrush Tool Backlinks Analytics.
SEMrush Tool Backlinks Analytics.

Internal Links Within Website

Internal links assist Google’s crawlers. The more simple the process is Googlebot to browse and crawl your site, the more efficient. Including internal links with other web pages of your site is also highly recommended and is one of the top SEO strategies.

For example, the primary page of the School of Business should have links to its related pages, such as the MBA programmes list, business diploma and degree pages, entry requirements, course brochure, faculty, etc.

Adding a Blog to the website helps increase the internal links. Regular blogging will increase the page count, and a quality blog always receives good organic traffic.

Imagine you wrote a blog on “10 Reasons to Study MBA in Singapore”, and with your SEO efforts if it’s ranking on page #1. You will get good organic traffic and can expect some enrolments by adding your MBA programme links within the blog content.

Craft Catchy and Meaningful Meta Descriptions

The meta description is the short brief paragraphs that Google presents in its search results. A well-defined and catchy description help attracts visitors and receives better CTR.

It is essential to write the meta description according to your target keyword. It should be available within your meta description. Search engine crawlers prefer to see the target keyword by which you aim to rank your specific web page.

The best practice for meta description length is 155 characters which include spacing.

Refer to the below screenshot to know more about how it looks on SERP:

Example of Meta Description on SERP.
Example of Meta Description on SERP.

Include a Blog on Your Website

Search engines are drawn to current, relevant content, and blogs are the most effective way to accomplish this consistently. Feel free to link your school’s blog to your site’s home page for quick access.

Regular blogging helps generate quality leads and helps directly in the website ranking.

If you are up for regular blogging, select a fixed day of the month and live your blogs on that day so that search engine bots will crawl and do timely indexing.

Core Web Vital Friendly Website

The purpose of this algorithm is to provide a better user experience. These are very crucial in an education website’s SEO ranking.

It was introduced by Google on May 28, 2020. better score on Core Web Vital ensures your website’s visibility and ranking in browsers, especially on Mobile.

According to Advanced Web Ranking Blog, out of 3 million web pages, including Mobile and desktop, about 39% passed the Core Web Vitals metrics, while 61% were below the threshold. Not only this, but when the Core Web Vital algorithm was launched, it found 87% of eCommerce Websites Failed Google’s Core Web Vitals.

There are many tools to test the performance of your website. https://pagespeed.web.dev/ and Lighthouse Google chrome extension.

Basically, Core Web Vital revolves around these factors:

LCP (largest contentful paint): The amount of time to render the largest content of your website. The largest element is an image, video, or perhaps a large block-level text element. This is important because it tells the reader that the URL is loading. (Source: Google Support)

FID (first input delay): The time from when a user first interacts with your page (when they click a link, tap on a button, and so on) to the time the browser responds to that interaction. This measurement is taken from whatever interactive element that the user first clicks. This is important on pages where the user needs to do something because this is when the page has become interactive. (Source: Google Support)

CLS (Cumulative Layout Shift): CLS measures the sum total of all individual layout shift scores for every unexpected layout shift that occurs during the entire lifespan of the page. The score is zero to any positive number, where zero means no shifting and the larger the number, the more layout shift on the page. This is important because having page elements shift while users try to interact with it is a bad user experience. If you can’t find the reason for a high value, try interacting with the page to see how that affects the score. (Source: Google Support)

For reference, here is my own blog Core Web Vital score:

Core Web Vital Performance Check on pagespeed.web.dev Tool.
Core Web Vital Performance Check on pagespeed.web.dev Tool.

Benefits of SEO for Schools

I hope you found the above information fruitful and logical. Hence, you already know how crucial it is to have Google page #1 ranking for your school.

Indeed, Google top ranking sites get higher traffic and CTR. According to Forbes, SEO can drive a 14.6% conversion rate and even more if done correctly.

There are many benefits of SEO for Schools and Education providers: 

1. An increase in website organic traffic

A successful SEO strategy for schools can boost the number of visitors to your education website because of higher rankings in search results. This means more potential students and parents will visit your site and enquire/enrol for your programmes.

2. Cost-effective and Focused

SEO is the anytime better and more effective marketing channel. It directs quality traffic to your website while users seek information on schools and education on search engines.

SEO is entirely different from billboards and flyers, called offline marketing, because they target an audience regardless of their interest in your offerings.

Offline marketing can be very costly because you’re advertising to the masses. You need to know how many customers are curious about your school. There needs to be a target which results in lots of cost being thrown away.

Picking the right keywords and correctly done SEO can be highly beneficial and economical for your school. It can deliver better ROI and focused marketing among the target audience.

3. Branding & Recognition

Employing SEO for your school website will make you more prominent in the search results and more visible on the internet and search engines.

The more visitors visit your site and logo, the more familiar and confident they’ll become with your brand.

4. SEO Delivers High Quality Leads & ROI

If you are investing in digital marketing tactics, you’ll want the best returns on your investment. If you have a well-thought-out and attractive SEO strategy, you can be sure to reap an incredible ROI.

Why?

According to Hubspot: 61% of B2B marketers stated that SEO and organic traffic generate more leads than any other marketing initiative. Not only this, 70% of online marketers say that SEO is better than PPC for generating sales.

Refer to the below screenshot of one of my Education site’s overall Goals & Conversions. You can clearly see that organic SEO traffic generates higher conversions than other marketing channels.

Education Website Google Analytics Goals Performance.
Education Website Google Analytics Goals Performance.

5. SEO Increases Brand & Domain Credibility

One of the significant benefits of SEO that many schools overlook is how it can boost your brand credibility on the internet.

Being in first place in results indicates to the users that Google or a different search engine, such as Yahoo or Bing, is a trusted source for your site. That’s why 75% of users stay on the first result page.

Search engines are trusted to filter results to them and eliminate spammy sites. Google and others search engines recognise this, and that’s why they employ off-page and on-page signals to determine the ranking of websites.

They use cues from your content to your website to show your website’s security and trustworthiness.

6. SEO Evaluates Your Performance Using Real-Time Numbers

It’s crucial to comprehend the effects on your investments, regardless of whether it’s in marketing or advertising. SEO and digital marketing for schools are a tremendous benefit: you can track your strategy’s effectiveness.

The most significant advantage is that you can access your analytics for digital marketing in real-time.

Through Google Analytics, as well as other tools for web analytics, it is easy to evaluate the effectiveness of your SEO strategy.

The most important metrics to keep track of include the traffic on your website and sessions, pageviews, conversions and the time spent on your site.

It will also help you evaluate your ROI on digital marketing and provide concrete insights into the campaign, enhancing your SEO approach.

7. Promote Your School 24×7 With SEO

Suppose your school’s majority of students are from overseas. In that case, you must ensure that your website and promotion are there according to their time zones.

Let’s say you are a business school in Singapore and targeting other Asian countries. There are good average monthly searches specifically for “study in Singapore”, “MBA in Singapore”, and many others. If your website is not ranking on Google page #1, how many potential enrolments are you losing?

Google Ads Keyword Planner: Average monthly searches
Google Ads Keyword Planner: Average monthly searches.

This is where the other significant advantage of SEO comes in. It can help advertise your business 24×7. 

You’re not trying to reach customers with a billboard they come across when they leave town for the weekend. You’re contacting them when they’re searching on search engines.

8. Generate More Leads with Well-planned SEO.

A significant and often mentioned advantage associated with SEO is increased sales leads and school enrolments. It is evident during your day-to-day activities. You can check Google Search Console to see which keywords the users use to find your website on the SERP.

Suppose you have set up Google Analytics and goals correctly. In that case, you can have complete reports and analytics of your lead acquisition and audience behaviour.

The key to success is the right SEO expert for your School’s SEO. You will be advised on the appropriate keyword selection.

Ranking your website high on SERP to get better & quality leads which give higher conversions than any other paid marketing.

You can see drastic changes in the leads flow the moment you acquire Google page #1 ranking with the highly competitive keywords your students and prospects are searching for.

9. SEO Help Your School Stand Out From Your Competitors

Most people browse the internet to research before making a final decision. 

You can expect your competitors to invest in SEO and digital marketing strategies. If you don’t invest in SEO, your website will not appear on Google search results. 

Imagine your competitors are ranking on Google, but you are not. Then all the prospective students will enrol with your competitors because they could not find your school on the SERP.

SEO is a must if you wish to be competitive against your competitors. Most users only go up to the top of results, which can reduce your enrolments and programme enquiries.

Spend money on SEO and implement a strategic plan to outdo your most formidable opponents.

Even if companies in your field don’t use SEO, it’s an excellent advantage for your company if you’re the only one.

10. SEO Make Your School’s Digital Marketing Strategy More Effective

SEO is a component of your plan if you expand your digital marketing efforts. It can help your overall marketing campaign in a variety of ways.

It also enhances other aspects of marketing through digital channels, such as blogging, video marketing, content marketing, and social media marketing.

When you create a comprehensive digital marketing plan, you’re increasing your competition on the internet.

This can be an essential advantage when you compete in a competitive market or with competitors that have more resources than your business.

A more robust digital marketing strategy with SEO will yield a greater return on investment.

11. SEO Reduces the Cost of Advertising Dollars

SEO will also benefit your school by reducing your marketing costs. With a properly-planned SEO strategy, your school will likely be on the top page of Google results for highly-valued keywords. 

This gives your company the possibility of reducing the cost of advertising and also investing it elsewhere to get more student enrolments.

Here is one of my education industry SEO project keywords ranking. 95% of keywords I brought to Google page #1. You can imagine how many leads and enrolments were captured. SEO gives a higher conversion rate than any other marketing channel.

Education industry SEO ranking performance.
Education industry SEO ranking performance.

12. SEO Can Boost the Local Reach of Your School’s Marketing

Even if your school only targets local students, SEO delivers many benefits. 

With the help of SEO, you can rank your School on Google Maps listing on top.

Optimising your school’s Google My Business (GMB) comes under SEO strategies. Regular SEO helps generate phone calls, enquiries, direct visits to your school and web traffic to your website.

Here is the performance of one of my School’s GMB profiles:

Google My Business, School profile interactions.
Google My Business, School profile interactions.

Google My Business, School's direct phone calls.
Google My Business, School’s direct phone calls.

Google My Business, School's direct visits through Google Maps.
Google My Business, School’s direct visits through Google Maps.

13. SEO of Your School Improves Student Engagement Rates

When it comes to full-fledged SEO marketing of your school, it counts the user’s engagement and better Pageviews & Average Visit Duration. 

SEO experts bring your school website to the top of Google and ensure that users are retained and enquire or enrol with your programmes.

The SEO expert will optimise the top competitors’ sites and their content styles accordingly and propose your website’s content optimisation. Here are some top factors that are considered when its a matter of students engagement on your website:

  • Appropriate Metadata of your web pages.
  • Quick and easy navigation of the inside & main pages. Students should be able to find the desired pages within 2-3 clicks.
  • Good reading score of the content, short paragraphs, appropriate images, infographics and video planning.
  • Relevant FAQs on the enrolment and programme pages.

There are so many areas that your SEO experts will be analysing, fixing and optimising. This ensures that students are well-engaged when they search and land on your website from Google ranking.

SEO for Schools: Conclusion 

Google regularly updates its algorithms, and remember that optimising your school’s site can be challenging as it requires a team and expert involvement. 

SEO is a bit time-consuming process. You may not see results in 3-4 months if no SEO is done before or the SEO expert was not involved during your website development.

But YES, if your domain is old and your website is developed on a Google-friendly platform such as WordPress, results can be expected within 3-4 months.

Allow the SEO expert to analyse your website and provide your domain SEO audit report. I have proven records of delivering results in a short time.

Here are the top reasons why you need an expert in school website SEO:

  • The SEO expert is up to date with the Google algorithms changes and plan & fix your website on time.
  • The SEO expert has their own high domain rating link-building database. This helps acquire the backlinks quickly, a game changer in the school’s SEO ranking.
  • The SEO expert uses multiple tools to analyse the website’s past performance and current issues.
  • The SEO expert does in-depth research on your top competitors and plans a bulletproof SEO strategy to outrank them.

The school SEO basically revolves around three SEO factors. These are ON-PAGE, OFF-PAGE and TECHNICAL SEO, and you require an SEO specialist to implement them to rank your school website higher on Google.

Simply hire a school SEO expert and just sit back and relax. Let the experts assist you and grow your enrolments!

Advantages of SEO: Why Businesses Should Invest in It

SEO is the most well-known digital marketing medium compared to other marketing options. Over 7.6 million Google searches per day, and 70% of consumers want to learn about products & services through content, are the reasons. Due to the recent Covid-19 and pandemic, businesses are noticing the SEO benefits and investing more in this marketing channel, with 82% of marketers using content marketing and 24% looking for ways to boost search engine optimisation efforts.

What is SEO and its Advantages?

SEO is a digital marketing technique that utilises various strategies to increase the rank of websites in the results of the search engine (e.g. Google, Bing and Yahoo) pages. There are different kinds of SEO, like white and black hat SEO, but the main advantage of SEO is to increase the amount of natural traffic to the website, leading to increased prospects and more sales.

What are the Benefits of SEO Marketing?

There are numerous advantages of SEO, and it is crucial to know why you should use it initially. Let us discuss the reasons why SEO is essential for businesses.

Reach International Audiences and Prospects

If you are expanding your business in the international market, there are either SEM or SEO marketing options apart from ground-level marketing. We all know that every country’s SEM bidding depends on its local currency, and we have to compete with the local competitors from our countries, which is quite expensive. 

Many businesses rely on SEO to expand their business and acquire new customers. With the help of SEO, we can reach our target audience and rank higher on other countries’ search engines. For example, Schools/Universities always target overseas students to enrol with their institution. In SEO, they can target the keywords that international students are searching on the search engines, and if your school ranks on page #1, there is a higher chance you will get the enquiry. SEO conversion is anytime higher than any paid marketing.

Brings in More Customers

Making more customers are one of the main advantages of SEO. It is because SEO is an inbound marketing technique. Potential customers are looking for solutions on the internet. They have already been curious about your services or products, making it simpler to turn these into customers who pay.

Organic visibility is also less expensive in the cost of maintenance compared to paid ads. After you have completed the initial effort to enhance your organic search engine ranking, your company will be able to continue appearing organically in search results, even if you cut back on your SEO efforts for a short period.

For instance, companies optimised for local searches could include phrases like “near me” and appear to anyone in the area looking for solutions. Local SEO requires businesses to improve the performance of their Google My Business” accounts and produce local-specific content, which could increase conversions.

Multiple Keywords Ranking & More Traffic

SEO is known to target the specific and desired keywords to rank the website on SERP (search engine results page). 

While businesses pay to rank their website with desired and selected keywords, SEO help the site rank with many other secondary and non-targeted keywords. For example, if you are targeting “SEO company” keywords and if your website is ranking on page #1. There are higher chances that your website will rank with many other keywords such as “the SEO company”, “SEO company services”, and many others, for which you are not paying your SEO agency.

Drive More Website Traffic

Many people search the internet for answers or answers to their questions, and Google receives millions of daily searches. Maybe they are searching for the top cat food or a nutritional program that fits their specific eating habits. If you are a business owner, when you conduct proper keyword research and target relevant keywords that are in line with the type of query that consumers are searching for and get at the top of Google, which is likely to attract a significant number of customers to your site.

If you are targeting general keywords, it could be challenging to rank high on the results page list simply because of the sheer amount of competition. Many SEO experts suggest using long-tail keywords because they are less competitive, which makes it simpler to rank highly on organic results. Additionally, long-tail keywords are 2.5 times more conversion rates because your site directly addresses what people are searching for.

Improve Brand Credibility

When users conduct research online, they are more likely to be influenced by websites on the top, which are typically reputable. 75% of users never go to the second-page results for the search. Google’s algorithm sorts websites based on unique ranking factors like the speed of their websites, mobile-friendly usability and quality of content, the authority of the domain, and a host of other aspects. It is also more likely for users to consider your site trustworthy if it appears on the first page of results since your site would be ranked based on the latest algorithms of search engines.

If your site has reached the top page, you have likely employed SEO techniques to improve the performance of your content and your website, and improve user experience, thus increasing your credibility as a brand in the eyes of search engines. The presence of other sites relevant to your site which link to your blog’s content will increase your site’s domain credibility, which makes your website even more trustworthy.

Improve Website Usability

If a site has an extremely high bounce rate or the time it takes to spend on it is not enough, Google or Bing may determine the website’s user experience as inadequate and result in a decline in the organic ranking. This means that many companies can concentrate on improving the user experience of their website through faster loading times and a mobile-friendly layout, fixing broken links, and making sure that the website is simple to navigate.

You are optimising your website’s on-page SEO by simultaneously enhancing your website’s usability.

SEO Offers Impressive ROI

SEO has a high ROI compared with other marketing methods that use digital technology, like social media and marketing. 49% of marketers believe that optimising organic traffic provides the most ROI compared to other marketing channels. Leads generated by SEO can close at a 14.6% closure rate. That is more than outbound leads.

Customers who purchased via SEO had already been looking for solutions. They will likely believe the site because search engines like Google and Bing have deemed your site reliable enough to place you at the top of the results. Customers feel they are opting for you rather than being pressured into buying something, which could increase the conversion rate.

SEO Gives You a Competitive Advantage

SEO is a long-term marketing approach. However, it can provide you with reliable traffic in combination with other channels for marketing. If the price of advertising through paid channels increases to the point that it is unprofitable, some websites might need help generating sales. However, you would still be able to generate sales and leads from your site using SEO regardless of whether you needed to stop the paid advertisements.

Compared with SEM campaigns, SEO leads convert at a higher rate when compared to leads generated by PPC campaigns.

SEO Provides 24/7 Promotion

In contrast to social media platforms and PPC advertisements, Organic SEO results will always work for you. Social media posts may disappear from users’ timelines within a few days, meaning businesses must update their content regularly to stay relevant. PPC ads require a regular budget to keep them running. Nevertheless, an effective SEO will draw the appropriate group of people and keep bringing in customers no matter the time of the day. This is because a high ranking on the results of search engines gives the best search visibility to those searching. Website rankings will continue to bring in traffic for several months, weeks, or even years provided the keyword phrase is relevant and the content remains current.

Compliments SEM Campaigns

Your SEO marketing strategies will typically focus on improving the user experience on the page and loading speed, which can boost your SEM campaigns’ performance. Your website’s appearance in the organic search results and paid ads will increase the confidence in your company in the people who view your site. You can also expand your reach and increase market share by getting your website to appear in results for keywords that would otherwise not have been profitable to use for SEM campaigns. Many businesses also conduct Remarketing campaigns for users of Bing or Google person who has already visited your website before using organic search using SEO information, which will significantly boost the return of your SEM campaigns.

Cut Down on SEM Advertising Costs

An SEO plan will improve your rankings, and your website pages will get more organic traffic. Suppose you are tracking visitors correctly, collecting the correct information about your audience, and utilising it for your PPC strategy. In that case, it will help your campaigns identify people most likely to convert and reduce costs per conversion. Remarketing is another option for those who have visited your site previously, and these ads typically yield higher returns.

As time passes, if your site can drive substantial traffic to your website from organic search results, you can reduce your budget for SEM as you rely less on paid results to drive traffic.

Find out more about the differences between SEO and Google Ads here.

Improves User Engagement Rates

SEO is a method of creating high-quality content that meets your targeted market’s requirements. Most businesses notice an improvement in user engagement because of correct SEO strategies, including more excellent rates of click-through as well as the dwell time (length of time that a user spends on a website) and time on pages, pages viewed and less bounce rate. With higher participation, the conversion rate generally increases, regardless of whether you want to increase the number of email sign-ups, purchases, calls, or any other micro-conversions.

You can monitor the results of all these metrics using Google Analytics and Google Search Console to determine whether the SEO strategy is effective.

Summary

Numerous SEO advantages for companies can result in long-term exponential growth. Businesses investing in SEO will build credibility and trust with their audiences and boost sales, making it an essential element of a successful digital marketing strategy.

Many businesses use SEO sparingly because it is complicated to understand. Hire a reliable SEO agency, sit back, and enjoy business growth with SEO power.

Sources:

https://www.responsify.com/
https://www.worldometers.info/
https://www.hubspot.com/
https://www.firstpagesage.com
https://blog.cws.net/
https://www.imforza.com/
https://www.searchenginejournal.com/

What is a Backlink? Tips to Acquire Backlinks

Backlinks are anchor text links from one web page to another. If someone adds a link to your website, you are a backlink for them. They also have a backlink with you if you add a link on your website to their site.

What are the types of Backlinks?

There are many types of backlinks, but they have only two categories: Do-follow and No-follow. There are many ways to acquire backlinks to boost the website’s performance on search engines.

Here are a few examples of backlinks:

– Contextual (link is placed within the main content body) backlinks from guest post sites and other websites.

– Local directories and yellow pages website links.

– Forum/Blog comments and classified site links.

– Social media posts links.

– Business profile backlinks 

– Press Release backlinks

Contextual guest post backlinks are considered high-quality and help a lot in SEO ranking when it is a Do-follow link.

What are the key benefits of backlinks?

Backlinks can help with three significant aspects.

Website Rankings

Search engines such as Google regard backlinks as confirmation votes. The more votes your website pages can get, the higher the chance they will be ranked in search results relevant to the user’s query.

The number of backlinks that originate from unique websites (referring domains) is correlated with organic searches & ranking.

Referring Web Traffic

Backlinks are used to refer users to helpful resources. That is why anchor text links are clickable and redirect users to a more information page.

You receive referral traffic if someone clicks the link and lands on your website. The same referral traffic you can find in your Google Analytics dashboard.

Discoverability

Search engines search for new content by crawling pages they are familiar with to see if they have new content and links.

Because search engines tend to revisit popular pages more frequently than less popular ones. They may find your website faster if you receive backlinks from popular and high-authority websites. In other words, having a backlink on a high authority domain with high organic traffic is good.

Branding & Credibility

Suppose your brand name and domain name are placed on multiple popular sites, and users find them everywhere on the internet. In that case, it helps brand recall and credibility. Because at the same time, Google will consider brand signals from numerous sites and push your brand upfront when users are looking for your products and services. 

Do-follow vs No-follow Backlinks

Search engines like Google have many algorithms and tactics to award the top ranking on Search Engine Ranking Page (SERP), websites that acquire relevant and quality backlinks.

Search engines differentiate it between do-follow and no-follow backlinks. 

Compared to no-follow backlinks, do-follow links are essential and productive and directly impact the website’s ranking. Guest post contextual do-follow link is a game changer in SEO.

Usually, no-follow links are given on forum posts and social media posts.

Since no-follow link does not help much in SEO ranking, we cannot simply deny the importance of no-follow links. Acquiring a no-follow link on a high organic traffic website helps refer traffic to your website. 

You can easily find whether your backlinks are do-follow or no-follow by simply checking it on the page’s source code. Here is the code of the no-follow link:

“nofollow” with your anchor text and URL is a no-follow backlink to your website.

How to get a good backlink?

All backlinks are not the same and are fruitful for better website ranking on SERP. Here are a few factors that determine the quality of a good and healthy backlink.

Relevancy & Unique

Google emphasises relevant backlinks since people tend to be more inclined to click them. 

Suppose an SEO agency’s backlinks are from two sites, one, accountants and the second, digital marketing websites. In that case, the second one is more valuable. 

Domain Rating and Authority

Backlinks from websites with solid reputations typically confer higher “authority” than those from weak sites.

Domain Rating (DR) is an AHREFS metric that shows the relative strength of a website’s backlink profile. DR is measured on a logarithmic scale from 0 to 100, with the latter being the strongest (source: AHREFS).

Google declares that authority is divided equally among all outbound links on the web page. Suppose you have backlinks on two different pages, and one of them has more outbound backlinks compared to the other things being equal. In that case, the link on the site with the fewer links will be more authoritative and influential for better link-building results.

To conclude, internal backlinks help to increase the authority of a website.

Web Traffic

Links from high website traffic generally deliver more visitors than links from low-traffic sites. That’s obvious. But the real question is: can the backlinks of high organic traffic websites positively impact rankings of the website on SERP more than backlinks from less-traffic sites?

There is a direct relation between rankings and backlinks from websites with good organic search traffic. But, the number of backlinks from unique and high authority domains appears to be more powerful.

Placement of Backlinks

Many people are likely to click on prominently-positioned links. Some hyperlinks on websites are likely to be more trustworthy than others.

If a hyperlink is in the primary content section of a webpage, it stands out and has the kind of text that makes it likely to be clicked on. However, when it has elements that reduce the likelihood of being clicked, for instance. It could be in the bottom area of an article, in the exact colour text as the other content on the page and using the same font and anchor text that isn’t interesting to individuals. It won’t give many outcomes.

Avoid getting links on the sidebar and footer of the website, as such links will not yield better results for your website.

What is the Anchor text in the backlink?

Anchor text is the keywords that can be clicked and redirected to another web page.

Google claims anchor text is a factor in ranking any website on SERP.

Google utilises various methods to increase the quality of its search results, including ranking on pages, anchor words, and proximity information.

However, as per AHREFS, the SEO and anchor text connections were not strong when we looked at the relationship between anchor texts and ranking on 384,614 web pages.

While anchor text may impact, it’s not as crucial as other aspects of SEO.

To benefit from proper anchor text selection, add backlinks on long-tail keywords, brand name, domain name and some on your exact keywords.

anchor text example
Article Senior Guest Post Site’s Anchor Text Link Example Screenshot

How to check your website and competitor’s backlinks

There are a couple of ways to check your website backlinks. First, you can use Google Search Console, a Free option. Refer to the below screenshot and see how many backlinks and from which sites you have acquired more links.

Google Search Console link check screenshot
Google Search Console Backlinks Check Screenshot

If you have the budget to buy the paid tools for advanced backlinks finding and reporting, then go for SEMrush. One of the best SEO practices is placing your backlinks on the same sites that your top competitors use. Another way is to use SEO Tools. I use SEMrush, and below screenshot, you can see how you can find all the info on your website’s backlinks. Not only your website backlinks, but you can also check your top competitor’s links. You can rank your website higher on SERP and outrank your competitors.

SEMrush backlinks analytics section
SEMrush Backlinks Analytics Screenshot

There are many tools out there that you can use to check your backlinks. MOZ and AHREFS are also famous for this.

Things to consider before taking backlinks

Do you know that your website can be penalised by Google if you acquire backlinks wrongly? Before you jump on backlinks placement, you must read the Link Scheme guidelines of Google

Many backlink factors must be seriously considered and applied in the SEO link-building strategy. 

Backlink Domain Age: old domain backlinks are more reliable than new domains.

Root Domain Links: Getting links from more sites is one of the top factors of ranking on SERP. 

Different IP Address Links: The search engine likes domains with various IP address backlinks. It is considered that the website is trendy and has content on many sites. If you start backlinks, consider this factor in getting long-lasting results and benefits from SEO.

Multiple Linking Pages: I don’t believe in this and recommend having unique and multiple domains backlinks. But, many SEO experts apply this strategy and have SEO success. You can get numerous page backlinks from the same domain.

Anchor Text Links: I highly recommend backlinks with long-tail, brand name words, and synonyms keywords. But, many SEO experts do exact keyword backlinks to show the results to the clients. Suppose you want to rank your website with the “the SEO company” keyword. In that case, apart from your domain name and brand name, getting the backlinks on such keywords will benefit in long-lasting results:

Reliable SEO Company

SEO company services at affordable prices

best SEO company in town

SEO company near you

On-page and Off-page SEO company

etc.

High Spam Score Site Links: This factor is from MOZ. Google has no guidelines on this, but a high spam score website means the site is not up to the mark and avoiding getting backlinks would be a wise decision. You can check any website’s Spam Score on this free tool: https://websiteseochecker.com/domain-authority-checker/.

Image Links and Alt Tags: When you add any image on your website, make sure it has the Alt Tag, and you can place your target keyword in it. It will be the anchor text of the image.

Forum Site Links: Avoid them. Forums are known for heavy spam.

Word Count of the Backlink Content: Keep it at least 700 words, and write the content around your target keyword that you want to rank on SERP.

Gov and Edu Domain Extension Links: Even though Matt Cutts had stated that such domain links would not impact the SEO. It still has a special place in the search engine’s algorithms. You can plan .gov and .edu domain backlinks and can see the benefits.

Authority Score of the Backlink Domain and Page: It is a significant factor in the website’s ranking. We must check the website’s authority score before planning the content, anchor text and backlink.

Backlinks from Competitors’ Sites: It is difficult for some niches and industries to get links on other top-ranking competitor’s sites. But some sites are ranking, which are independent blogs and can be approached to get backlinks. Getting backlinks from such sites is highly valuable as they are already ranking on Top, and Google likes them.

Gambling and Adult Domain Links: If you are not in the same industry, avoid taking the backlinks, as it may hurt your website performance on Google.

Backlinks from Advertisement: Make sure you have added a NO-FOLLOW tag or SPONSORED tag, as Google doesn’t like paid links.

Website Homepage Backlinks: Getting the link on another website’s homepage is a bit hard, but achieving it will skyrocket your SEO performance.

Contextual Backlinks: A link within the web site’s content body is a strong link.

Internal Links: Add relevant Anchor Text and link them to meaningful pages of your website. Such links help in SEO.

Country-specific Links: If you target a specific location, rank your website on Google. Add country domain backlinks to your SEO strategy. For example, if you want to rank your website in Singapore, try getting backlinks on .com.sg or .sg domains.

Link Placement In Content: Adding a link at the beginning of the web page’s content gives you extra weight than adding a link at the bottom of the content. 

Relevant Domain Links: The same website or niche backlinks are highly recommended and more powerful.

Links Age: As per Google, older backlinks are powerful and help a lot in website ranking compared to the new site backlinks.

Natural Link Building Profile: Natural link building is key to successful SEO. Avoid doing bulk backlinks. 

Reciprocal Backlinks: Avoid them. It means you are exchanging the links.

Increase Your Website’s Backlinks

If you offer unique and helpful information on your website, people find you through search engines and add your website link. That is one of the best and quality ways to get backlinks. It is a bit tough for small businesses. These links are natural, and Google like it. So, having unique and genuinely valuable content on your website is vital. For example, suppose you are the manufacturer of a product then the retailers. In that case, traders and suppliers will be adding your website link and info on their website. This way, you get natural and high-quality backlinks.

Apart from the above natural links, another way is to find the relevant websites and submit your content and backlinks. This is one of the most popular ways to get backlinks and is regularly used by SEO agencies. You can use the SEMrush tool and add your competitor’s domain to check their backlinks. You can approach those backlink site owners through their contact form and add value to your email when coming to them that you will supply quality content. Some are free, and some may ask for money to place your content and backlinks if they are popular domain and has enormous organic traffic. But paying for the high organic traffic backlinks is a wise decision.

Final Words

To rank your website on Top of the Google results with your targeted keywords, one must plan a precise backlinks strategy. Hire an expert who can not only plan a killer backlinks strategy but also will outrank your competitors on the SERP. Wrongly done backlinks will lead to no results or hurt your website’s performance on the internet.

Relevancy, location, exact niche domains and popularity of the backlink domain are the critical factors to SEO success with the backlinks.

The Future of Digital Marketing: Predictions and Reasons

We cannot deny how the pandemic affected the economy, businesses and marketing trends. But, overall, online marketing got better traction than other marketing options. I hope you also noticed that during the pandemic, most businesses managed to work remotely and understood the power of digital marketing.

From small businesses to big organisations, digital marketing is becoming an opportunity to enter the market. But, companies need to be broadminded regarding online marketing as there are so many channels, platforms and options available. Knowledge of each forum will help get better ROI and business growth.

Look at Some Trends from Surveys

Salesforce gives a glimpse of the expectations of organisations in their Marketing report. A survey of more than 8200 marketers sheds insight into expectations within the business.

Around 66% of marketers believe they will see an increase in revenue by 2022-2023 and beyond.

90% believe 2020 has helped increase the amount of digital interaction, and this trend continues up to 2022-2023 (one of those habits that aren’t likely to shift).

40% expect to increase data sources over the coming year. It is crucial for more businesses because of the transition from using cookies.

More companies will employ SEO to synchronise with the flow of search traffic

We have to ensure that our sites and content are as easily searchable as possible, especially on Google, which can give short- and long-term results in traffic. Although SEO isn’t new, it is increasingly ingrained in modern-day marketing strategies.

SEO was the 6th marketing trend that respondents were using and leveraging, with just 28% of the marketers stating that they are currently using it. Of these marketers who used SEO, 49% consider it effective. In comparison, 84% of them will continue to invest a similar amount or more in the strategy in 2022.

As Google’s algorithm has evolved, SEO has become more than just churning out simple posts that respond to inquiries. The demand and interest for SEO strategies increase, and so do possibilities for optimising your search. Today, companies have invested in SEO specialists who assist them in everything from search insights reports to multimedia optimisation.

Influencer marketing will grow from being a popular marketing strategy

It was checked with marketers worldwide about what trends they would like to invest in 2022-2023. 34% responded that influencer marketing was high on the agenda ahead of other trends like mobile web design and short-form video marketing.

Although 57% of the marketing professionals who currently use influencer marketing believe it’s successful, 46% are planning to boost their investment by 2022. In addition, 11% think it’s the most profitable ROI-generating strategy they’ve tried.

Why has influencer marketing changed from a fascinating concept to a widely-used marketing strategy? The truth is that influencers are usually experts on their platforms and the subject they speak about. They already have a following that is attracted, interested in their content and is influenced by the content they offer.

Suppose marketers partner with influential influencers and experts in their field. In that case, they can increase their brand’s exposure and gain followers from the influencer’s audience.

Are you unable to afford to hire an influencer or a celebrity who has millions of fans? More than 56% of marketers that spend money on influencer marketing collaborate with micro-influencers. That’s okay.
Micro-influencers promote social media with a lower number of followers (typically from thousands to tens of thousand followers). Though they are less popular, their posts usually impact more due to greater engagement.

They’ve created a niche for themselves in their field. That is why they’ve been playing an increasing role in the conversion of prospects, providing connections to the public and increasing the brand’s visibility.

The video marketer will emphasise short content

A survey found that short-form media was the 2nd most effective strategy marketers are currently taking advantage of.

Over 31% of marketers worldwide have invested in short-form video content. 46% believe the method is successful for effectiveness and engagement. In 2022-2023 89% of the world’s marketers plan to invest in the strategy or increase their investments.

Although long-form videos can provide viewers with the most depth and vast amounts of information on a product or service, they are not the same for everyone.

B2C and B2B marketers have realised that getting straight to the essence with short-form videos can be far more effective.

It’s not just that it requires less bandwidth to make videos in short form. More importantly, this format is compatible with the rapid-paced attention spans of online viewers across various age groups. That is why TikTok, IG Reels, and the likes of Snapchat have seen rapid expansion and increased marketing interest.

Mobile optimisation is going to become even more crucial

It’s not a surprise that people spend more time with mobile devices. Over half of all annual web traffic is from mobile devices, which includes tablets.

In addition, as Gen Z and millennials Gen Z audiences continue to expand their buying power, mobile-optimised digital experience will become even more essential to consider when you are a business owner who sells to these highly connected generations.

Below are just a few of the main reasons:

33% of marketers worldwide invest in mobile-friendly web design.

Most advertisers focused on mobile-friendly web designs plan to continue investing in the same or the more significant amount by 2022-2023.

64% of SEO marketers consider mobile optimisation a compelling investment.

Furthermore, mobile experiences aren’t limited to websites for brands. Still, they’re crucial in other marketing strategies—56% of marketers who work with email focus on providing mobile-friendly email experiences to their customers.

Online events are expected to continue; however, some brands will spend less

In 2022-2023, it’s expected to witness more hybrid marketing strategies, which still allow people to take advantage of virtual conferences, events, and physical venues. In a survey of marketers worldwide, the results corresponded with this forecast.

In 2021, 51% of marketers invested in virtual conferences. But, just 17% of these marketers have plans to reduce their investment.

Although budgets for virtual events, marketers aren’t going to leave the virtual event industry anytime soon. 80% of marketers plan to invest the exact amount or more in virtual events.

More brands will try native ads

Native ads are almost everywhere. It can be on the daily blogs or the mobile app you regularly use. Native ads are contextual and can be displayed or banner ads. These ads fit into the user’s experience and interest behaviour.

Article Senior Native Ads Sample
Native Ads Sample Screenshot

In 2021 24% of the global marketers, HubSpot Blog surveyed currently invest in native ads. In 2022, 23% of those who aren’t using it will do so 2022-2023.

Why is there a growing popularity of this method? It’s effective. For those who utilise native ads, more than 36% of them say it’s efficient, and nearly 5% say it’s their most profitable ROI-generating strategy.

Suppose you pay for your business to be featured on a website owned by a third party. In that case, it is spending money on native advertisements. Native ads are made to blend in and present your brand’s message to a new audience that would otherwise not know about your business.
Contrary to traditional advertising designed to disrupt and make a statement.

Actuality, most consumers see native ads at a higher rate than banner advertisements. Since native advertisements do not “feel” like traditional ads and aren’t as tangible, people have a higher likelihood to engage with these ads.

Search for relevant publications for your business to incorporate native ads into your marketing. Make sure you sound natural and refrain from appearing pushy or marketing.

After catching up on the main points of our Marketing Strategy research, keep reading to view categories of trends.

Video will continue to be the most popular format for marketing content

In HubSpot’s 2021, Not Another State of Marketing Report, video marketing was the most effective marketing method. This year, as per the study, this hasn’t changed.

The search for the most effective content video marketing strategies comes first, before blogging or email marketing. 

Video Marketing Trends Fast Facts for 2022

Video Marketing Facts by HubSpot
Video Marketing Facts by HubSpot

As per the study, 5% of respondents utilise video as part of their marketing strategies, and 76% of those who use it consider it the most effective form of content. Additionally, that one out of four marketers who utilise video (or 27 per cent) believes it’s the type of content that provides the highest return on investment.

“Video creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content,” Neil Patel, CMO and Co-Founder of NP Digital, says.
“But on the flip side, if you create text or audio content first, it is harder to turn it into video. So in 2022, look for brands to create more video content. It will be done in the form of just straight video, short clips like reels and even live streaming.”

Before, video production, as well as marketing techniques, were a bit limited because of the cost of equipment and resources. Nowadays, it’s more affordable. With lower prices, it’s easier to integrate with your marketing campaigns.

“2022-2023 will be the year of video. Why? Because organisations have finally gotten more comfortable with it and realise it’s a way to engage their audience, communicate offerings, and provide infotainment,” says Aytekin Tank, the founder and Director of Jotform.

“Our company, Jotform, has been ramping up our video efforts on YouTube. We have over 16,000 subscribers and have seen a huge increase in site traffic and signups from investing in the video on this platform,” Tank says. “Like many B2B and B2C companies, we’re going full force with video and expect to ramp it up even further in 2022.”

It’s not necessary to hire an agency for production or marketing agency. All you require is a smartphone, like an iPhone or an iPad, and budget editing software.

Blogging won’t be going away

Blogging has been an extensively employed strategy for marketing since the companies began to create sites of their own. But, the age of this tactic isn’t a sign that it’s outdated. Blogging has been utilised for a long time simply because it does the job.

When 48% of companies use a content marketing strategy blog, 56% of blogging marketers claim it’s beneficial, and 10% believe it’s the type of content with the highest return on investment.

This information from marketers shouldn’t be very shocking. A recent survey of consumer opinions revealed that most readers regularly read blogs throughout the week, and they’ve purchased items from a company after reading the company’s blog.

Besides bringing engagement to your customers and possibly conversion, blogs can also get an essential benefit to your website or pages: search visibility.

Conversely, websites with solid blogs are more likely to rank and can apply less complex SEO strategies than sites with weak blogs.

Imagine it in this manner. Suppose a potential customer wants to work with an SEO agency. Your site includes a blog that provides digital marketing strategies, or tips agencies employ. In that case, the client might stumble upon your blog post or site through a Google search, then read the article and look around your site. 

They may decide that they would like to reach out to your agency for a consultation or assistance with SEO services.

Case studies continue to generate leads and build brand trust

Case studies that are longer-form give potential buyers a profound and unique analysis of how people or brands gain from service, product or strategy. Many businesses post these on their website pages to convince prospective buyers quickly. Others might make them available as PDFs for free, which require lead conversion before they can be downloaded.

While many marketers, including those from B2C industries, don’t use case studies, those who use them find them compelling. 64% of marketers who have launched case studies said they found them helpful, while 15% stated they had the highest ROI of the formats they utilised.

Furthermore, the use of case studies for content marketing is increasing. 37% of marketers plan to employ case studies in their marketing strategies for the first time in 2022.

Keyword optimisation is the top priority

One of HubSpot Blog’s most important strategies is the keywords search report. The report outlines all terms we’d like to use and all blog posts we’ll need to develop or modify to rank for these keywords on Google.

Suppose you do not have a team of content writers. In that case, an enormous amount of time or an SEO professional to write a gigantic search insights report, don’t fret. It’s not either expensive or lengthy. While more than 50% of SEO marketers utilise search insights studies, 55% said they had tried to improve their content using keywords driven by search.

For example, you could make use of tools such as Ahrefs as well as SEMRush. These tools help to conduct a quick SEO. Especially keywords related to your company, products or forthcoming content to discover ways to improve your content using optimised keywords for titles or subheads, body text or descriptions.

Link-building helps brands gain authority and also increase their search ranking

When good ranking sites start linking to your site, Google’s crawlers will notice your site is reliable and have a solid reputation within your industry, resulting in Google’s ranking increasing. That’s the aim of link-building or getting other websites to link to your site.

Though writing high-quality, shareable content and sharing your content with other websites, research shows that the effort and time will pay off. 

48% of SEO marketers use backlinking and link building, and 63% believe it is their most efficient SEO method. 

Sources: 

https://www.lairedigital.com/

https://www.salesforce.com/

https://blog.hubspot.com/

SEO vs Google Ads

SEO vs Google Ads Must Know Info

There are some crucial differences that you should know when deciding where to spend your time and budget for online marketing. These include the differences between SEO (search engine optimization) and Google Ads (previously known as Google Adwords and also known for PPC (pay per click) marketing model.

By improving SEO, your website can rank higher in Google Search. To achieve this, you need to make your website relevant to the users. PPC ads, such as Google Ads, are online paid advertisements that allow website owners and businesses to bid for the opportunity to appear top of Google search results.

What is SEO?

Search engine optimization (or SEO) refers to the practice of adding content to your website that can improve search engines’ visibility and users’ experience. SEO, or search engine optimization, can help your site rank higher in relevant searches.

When trying to improve the SEO of your website, there are many things you should know. These are some suggestions to help you get started.

Your website should be clear, informative, and descriptive.

Your website content should be in simple and easy-to-understand language.

You should include relevant keywords. Think like a user who would search for these words when searching online for your product.

Keywords: Your website should include search terms in the content body. You should ensure that you aren’t cluttering your page or creating fake pages that users won’t see. Google may consider your pages misleading and ignore your site. So think about what is easiest to understand and navigate for your website audience.

Search Console allows you to track your progress and monitor how your content performs. It’s free to get listed in search results like Google’s organic search results. Making changes to your SEO can significantly impact your search ranking over time. Find out more about SEO & Organic Search and get tips to help you get started.

What is Google Ads, and when should you use it

Google Ads (pay-per-click) is Google’s advertising solution that allows businesses to bid for keywords to have their ads appear in Google search results.

Google Ads give flexibility to businesses that cannot update and make regular changes to their website for the upcoming sales and promotions. Google Ads only pays when someone clicks your ad to visit or call your company. You can also modify your ads to reach specific groups of people (by demographic, interests, locations, etc.).

Google Ads allows you to promote your business beyond Google Search. Google Ads will enable you to choose specific sites or target certain types of people. You can also show ads on relevant websites within the Google Display Network (GDN). You can reach even more customers by connecting with the GDN, which is comprised of millions of websites across the internet.

A PPC advertising solution to SEO, Google Ads won’t give you the same results. It will not improve your organic search ranking. On the other hand, Google Ads can help you show your ads to potential customers when they are searching for businesses similar to yours.

What are the benefits of Google Ads?

It takes very little time to get traffic to your website. Your site will be visible once your ads are approved, provided that you have enough money as a daily budget and in your Google Ads account. In SEO, It can take several months to rank higher on Google results. In PPC. You can get:

  • Rapid results.
  • It is easy to measure and track.
  • Well-targeted marketing 
  • Geo-targeted advertising

Fast results: This benefit is more prominent than SEO. Many SEO companies will use PPC to test keywords for your campaign.

It’s easy to track and measure – Google makes it simple for you to check in and sees your campaigns’ success.

If you have an eCommerce website, you can track the return on the investment of your eCommerce sales in PPC.

You must have to set up the Google Ads correctly for accurate tracking. It is helpful and essential if you are testing your keywords for the long run.

High-targeted advertising: Only pay for keywords that you target. The best thing about Google Ads is that you can exclude the keywords you don’t want to display your ads under the Negative Keywords list of Google Ads. You can also see the ROI of each keyword. So, start focusing on keywords and audiences most likely to respond to your offer.

What are the negatives of Google Ads?

Cost is the most obvious. It is slightly more expensive than other traffic marketing campaigns. Still, SEO and social media advertising tend to be less costly. PPC’s only negative is the high cost.

PPC traffic generates lower conversions compared to SEO organic traffic.  

Pay-per-click campaigns are expensive if you overbid. Your bids must align with the campaign’s end goal. To get the best outcome and long term solution, you must experiment with the Bidding, Marketing Objective, Landing Page etc.

What are the benefits of SEO?

SEO is a more effective form of digital marketing than other forms. People are already searching for your company or services. They search for information, products or services related to your product every day.

When people search for keywords related to your niche or industry, they will see your website at the top of their searches. You can achieve effective SEO.

  • Less expensive
  • High and better CTR
  • Top and the potential solution in marketing
  • Branding and credibility
  • Customer trust factor

Lower costs: It must be a lower expenditure when comparing PPC to SEO costs. Depending on your situation, you can start SEO with very little or no budget.

More potential: Targeting a lot more keywords is possible. Typically, keywords will convert at a lower rate in every campaign.

PPC is not worth targeting these keywords, but SEO is affordable and can produce great content with good internal links. In SEO, when you target high competitive keywords, your website ranks with many secondary keywords you are not targeting. This results in more organic traffic and conversions. Whereas in PPC, you have to pay for each keyword click, and you can calculate how fast your budget will be exhausted in PPC.

CTR higher: While we know that the website ranked number one for any particular search term does not get all the traffic, its CTR is much higher than the ad for the exact search term.

This is also a great way to see how profitable your PPC keywords are if you turn a profit on PPC clicks. There is a high chance that you can do the same thing with SEO and will get a bigger slice of the pie.

Brand building: This is similar to the previous point. You can target a larger audience because you don’t have to turn a profit for each click.

You can create guides and rank them based on your market.

Trust with your customers – This is often overlooked. The trust that comes from ranking at the top of keyword searches is huge.

Do you trust the website that comes on the first page of Google results? There is a saying in SEO, “The best place to hide a dead body is the second page of Google.”

People trust the first page results. If they don’t find the answer they are looking for in the first few results, they will search again. SEO traffic converts better than PPC traffic because they have more trust.

What are the negatives of SEO?

The biggest issue is time. Ranking your business on your own takes a lot of effort and time. I hope you believe in this saying “The sprouting of patience is sweet”. SEO is not something you can do overnight, even with professional assistance. It fits with SEO efforts and outcomes.

It takes a lot of work to build a website. You need supporting content for your main pages and backlinks to pages you wish to rank. SEO is a laborious process, but it can yield tremendous rewards.

Do I need to invest in SEO and PPC ads?

Which is better: SEO or Google Ads? It all depends on your goals, as SEO and PPC can benefit your business in various ways.

SEO is a vital tool for online marketing success. It gives your business the best chance to be found. PPC ads allow you to reach more customers quickly and tailor your campaigns on the fly.

SEO is the best way to improve your online business presence and long-term solutions. You can invest your energy and time in SEO and Google Ads for a more comprehensive strategy. PPC ads might be a better option if you are looking to increase traffic to your website and generate new sales & leads in a short period. But, the moment your daily budget in PPC is consumed, your ads will disappear, and competitors may win more customers than you.

PLAN YOUR ONLINE MARKETING LIKE A PRO TO GROW FASTER!