The Digital Marketing Shortcast

The evolution of SEO and Search Engines?

So, as time passed, search engines became more secretive about their algorithm updates and started taking control out of the hands of SEO experts.
 
By 2018-2019, search engine ranking factors were no longer impacted by the direct changes we experts were making on-site. Instead, the user became king and user metrics became the ultimate drivers of search engine rankings.

Company Goals, Marketing Goals and SEO

As you set up your marketing strategy, always bear in mind what the company goals are. Likewise, as you set up your SEO strategy, make sure it is aligned with the marketing strategy of the company (which is aligned with the company goals… align, align, align!).

How important is the consumer journey for your SEO?

To be successful, SEO must consider the consumer journey.  
 
We can’t approach SEO with a one-dimensional strategy or viewpoint. We need to make sure that we are optimizing our site with terms that match each part of the journey.
 
A typical journey includes awareness, consideration, and purchase.
 
We should Optimize each section on your website to match these different parts.
 
 

Is there a one size fit all approach in digital marketing?

What you want to achieve and when you want to achieve it will differ from other businesses in your market. Your messaging will be different. Your creativity will be different. Your corporate culture, quarterly objectives, and staff resources will all be different.
 
What works for one business won’t necessarily be the right fit for your business. Approach all your marketing, including SEO and search marketing, in a way that makes sense for your business - its values, culture, objectives, mission and resources.

Why is site speed important in digital marketing?

Site speed and performance are becoming more and more important. There are many reasons for that, but the most important are:
Making visitors wait even 4-10 seconds for a page to load will likely lead to a lost conversion.
All search engines consider site speed as a ranking signal.
No one wants to wait.
Our attention span is getting shorter.
We want everything now.

Why is an educational approach important for digital marketing?

When a consumer has questions, they want to be helped, not sold to. And they are acutely aware of the difference.
They want to be educated, not pushed. Advised, not harassed. They will instinctively ignore an onslaught of advertising but engage with content that brings them value.

Why value and authenticity are very important in digital marketing?

In a world where everyone is trying to speak louder than everyone else, it is value and authentic messaging that will speak loudest for you.
It is through giving that we become better as humans, and it is through delivering value that we become better as businesses.

How to think like a successful digital marketer?

Digital Marketing Mentality
How to think like a successful digital marketer.
Before marketing became all about numbers, rankings, data, optimizations, trends and improvements... it was something else. It was a way of thinking.