Digital advertising and search engine optimisation (SEO) are modern practices that go hand in hand in 2019.
The targets are simple – drive exposure, engagement and revenue with the aid of an effective promotional push across the right platforms and geared towards the right recipients.
As organisations innovate their message and make strides in this field, there are operators who continue to utilise techniques that are now considered outdated.
This is not due to a social trend or switching to methods that are now ‘cool,’ but because of an alteration in the algorithms of key search engines.
To remain in line with these systems, it is important to dismiss and stop using these outdated techniques.
Click First Strategy
For years there was a drive and determination among digital advertisers to accelerate the click count. The more clicks that were generated, the better the brand was doing in terms of exposure and revenue. Whilst there is still some truth on that count, the nature of the metric has altered over time.
Now clicks that have a low retention rate are marked down and considered a black-hat SEO strategy. Anyone can write a line about offering a free product or service or promoting a giveaway to increase the clicks. What happens when that link turns out to be spam, or just a downright lie? Then there are consequences to those actions and it will punish more than reward the brand in those instances.
Keywords are still important indicators that search engines utilise for referencing and indexing purposes, but they are not the be all and end all of a digital advertising campaign. That might have been the narrative at the turn of the decade with less change to the Google algorithm system, but today the framework should be centered around well-written content and the integration of multimedia to drive exposure. Keywords simply fit into that framework without being the main driver or centerpiece of the project.
Running Social Media Blitz
The idea of wanting to satisfy everyone in the field of 2019 digital advertising is ambitious, but it will not yield the results that outlets want to achieve. This can be showcased with brands who run a social media blitz, creating a presence across Instagram, Facebook, Twitter, YouTube, Snapchat, LinkedIn, Google+, Pinterest and beyond. Rather than selecting channels that constituents actually utilise on a regular basis, they believe the best course of action is to spread the name as far and wide as possible without any detail or research to support the maneuver.
Purchasing Email Lists
Email lists that are not organically procured will ultimately provide little to no value when it comes to a successful digital advertising exercise. Any emails that are sent to unknown recipients will most likely be marked as spam and receive a low click-through rate that generates no genuine interest. In some cases they are simply sourced just due to their postcode or industry, offering little enticement in the way of offering a promotion. Creating organic email lists on the other hand from past customers and known entities will be a valuable exercise, offering brand awareness between the two parties and providing a bridge towards doing business.
Before long there will be digital advertising strategies from 2019 that quickly become outdated into 2020, 2021 and beyond. This is the nature of the Google algorithm update as the change in common search methods and user behaviours will be hard to predict. However, it is important for local brands to keep their finger firmly on the pulse and ensure they are not falling behind the pack. The longer these methods remain outdated, the harder it will be to regain that lost ground.