Digital Marketing Since 2012 And Changes in SEO
Digital Marketing or what is otherwisae known as internet marketing and advertisements have been the basis of promoting business ventures all across the globe. Various advertisement methods such as advertising through newspapers ads, radio advertising, television advertising, public speaking, door hangers and flyers, event sponsorship and word-of-mouth advertising have been the key methods of advertisement in the past. However, with growing digitalization, the need to reach to the people through digital marketing or internet marketing was felt and hence online advertising came into the light. Digital marketing has changed a lot in the society today. There are also many digital marketing specialists that can help you rank a site on page 1 of Google today
What Is Digital Marketing ?
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital marketing’s development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops,digital marketing campaigns are becoming more prevalent and efficient.
Digital marketing methods such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games are becoming more common in our advancing technology. In fact, digital marketing now extends to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring tones. In essence, this extension to non-Internet channels helps to differentiate digital marketing from online marketing, another catch-all term for the marketing methods mentioned above, which strictly occur online.
Digital Marketing Explained
How Can Digital Marketing Help Your Business Today ?
Now how is digital advertising better than the methods of advertisement used earlier? Digital Marketing is a term for marketing products or services using digital technologies mainly over the internet. The way in which digital marketing has developed itself over a few years, from 2000 to 2017, it has brought a revolution in the way businesses utilize technology and digital marketing for their marketing As the number of people using the internet is increasing day by day, there has been an increase in the demand for internet marketing and hence internet marketing is becoming more focused and reliable as it targets specific demographics. It is also cost efficient and provides real time results.
10 Top Digital Marketing Tips
What Is Search Engine Optimisation ?
Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.SEO may target different kinds of search, including image search, video search, academic search,news search, and industry-specific vertical search engines. SEO differs from local search engine optimization in that the latter is focused on optimizing a business’ online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches.
10 Hot SEO Tips To Boost Your Rankings in 2018
How Is SEO Related To Digital Marketing
SEO or Search Engine Optimization works closely with Internet Marketing in order to convert the visitors into consumers. SEO comes into play as the business owner decides to advertise his business over the internet. We have seen a rapid increase in the number of businesses going online and it was after the year 2012 that almost every business is over the internet, with a website for their customers where they can view product and services, get to know about the business in a better way and can ask for any help and support they require which makes customers feel more supported and valued.
Today, in an era of cut throat competition, every business wants to appear on the first page of the search results in order to attract more customers and build a huge customer base and it is when the role of SEO comes into play. SEO uses keywords for websites and optimizes them in order to make the product or services provided by any company, easily accessible.
In addition to this, it is a smarter way of making websites user friendly, faster and easy to navigate.With Panda algorithm, Google has planned to penalize websites that
contain too much low quality content, no matter how old it is and also
to reward high quality content as well.
SEO is constantly changing with new ideas, new trends and new strategies being developed. The focus on keywords to be on the top of every search has now shifted to ROI metrics. One of the most used search engines, Google, in April, 2012, expanded the types of messages and warnings it sent. In the past years, Google tried to avoid notifying domains about their black hat webspam via Webmaster tools. Google also introduced Penguin with a view to penalize websites that exhibited signs of artificial external links. With Panda algorithm, Google has planned to penalize websites that contain too much low quality content, no matter how old it is and also to reward high quality content as well.
With changing trends in Digital Marketing, the businesses now need to be more aligned with the market scenario. Magazine, HotWired which purchased few of the banner ads to assist them in advertisements which led to the start of development to what today is known to be Digital Era.
Digital marketing world saw a boom, for the first time, in the year 2006, there was high traffic on the search engines. This report showed that there was over 6.4 billion usage in less than a month. The launching of Google in 2008, launched products such as Adwords and Adsense, to analyze the content and focus on the interests of its users.
Therefore it would not be wrong to say the world of SEO and Digital Marketing are always in a progression phase but have endless new ideas and concepts coming in every day. Businesses need to constantly keep an eye on the ever changing strategies of marketing and stay competent. These technologies have continuously helped businesses to prosper and achieve phenomenal success and will continue to provide their aid for a better tomorrow using digital marketing services.
Internet Marketing, SEO and its inception
Digital Marketing and SEO are constantly being thrown around the internet these days and is a growing industry. From social media influencers to EO specialists, to digital marketeers and now at the advent of viral videos we are on our way to an ever expanding world of marketing. Today online marketing nd SEO is a billion dollar industry covering a lot of aspect inside the internet and outside. Digital marketing even helps organisations which you may not think benefits from them. But before we delve into the current state of digital marketing, before we even tackle what is SEO in the first place we must first understand what marketing was before it. Though we may have shifted now to online advertising, this was not was always the case. And even now the old
methods still thrives, though having a diminished impact and presence. So we got to first unpack a few things.
Very Early Years
Advertising is as old as the written word and paper itself. Even ancient Egyptians advertised and made posters. Romans used political campaign displays among others things. It is safe to say that those overbearing ads you see in websites come way back since the history of Man and will probably stick with it. There is simply no simpler alternative of getting the word out about your
product or services out there other than actually putting the word out there. Waiting for word of mouth to naturally come and promote would seem like a noble thing however it is a gamble and when you are dealing with a lot of money you have to mitigate risks as much as possible. Those craftily made signs on pubs, or blacksmiths in those medieval European towns, they are still advertisements.
A More Modern Take On Things
With the proliferation of the weekly newspaper around the world we saw a more modern form of marketing, the printed advertisement. Over time these advances brought forth a move to cement the brand identity through marketing, the idea formed that a brand can have a personality other than it’s product, that marketing can change the perceived value of a brand or product. It was also around this time that marketing and advertising became profitable to those conducting it, the newspapers were able to lower their costs due to the payment given by the ones running the campaign. This is where the basic model for revenue of marketing came from. Afterwards came the advertising agency themselves, like the one Volney B. Palmer set up in Philadelphia. At first these agencies were simply brokers of space brought from various newspapers. However, over time and due to the introduction of competition, it became more and more the agency’s job to plan,
design, conceptualise and execute the campaigns all throughout. By 1900, these agencies became the central marketing point, they would be hire to do the entire campaign and would then be known for the qualities of their campaign. Industrialisation also affected marketing and transformed it greatly. With the sudden rise in production and increased revenue, companies were now
able to create and dream bigger. It was at this time that mass marketing was invented. It was created to help these products sell and was now becoming more and more part of the product itself. Marketing entrenched itself into the production pipeline and became a necessity in the same vein as the factories and the product itself. Without it the product would die.
It was also at this time that psychology and advertising became intertwined. Through the efforts of Edward Bernays on his campaign for tobacco consumption, agencies began to take note of the uses on the burgeoning understanding of the human psyche. It was seen as a tool to point the primal urges and needs of the masses to whatever products the agency was told to sell.
More Than A Brand
At this time it wasn’t seen as a giant entity that reaches on all parts of our lives, it was and still is a tool to help sell a product. It was encouraged by the American Government as a way of
helping the economy. It was also seen as a way to showcase or promote something more than a product, marketing would show a culture. Think of Coca-Cola, think of McDonalds. These are well marketed products that define the American culture. Though they have transcended that nowadays and became a truly global brand, there was a time that they were the
champions of the American dream and the American way.
On All Fronts
It would not be surprising that apart from the printed advertisement, marketing also was felt through the radio or in a more convincing fashion, through the television. It was here that it became a
creative force and was brought into the spotlight. Beforehand it was already understood that marketing has inherent importance to the cycle of creating a product and then selling it, in the era of the TV it has became something more. One could even say that marketing transcended the product, and people were then subjected to products with low production values but extensive marketing. Or maybe that’s just the way the opposing side wants to frame things. Either way, a product lives or dies by it’s marketing; shipped a defective batch? Marketing. Someone spread rumours about your product? Marketing. In a slump? Marketing. It would seem to hold the answer to every company’s concerns, it was so because of one neat little thing that was inherent to it ever since it was little. At those times, the flow of information came from overly centralised sources. Only a selected number of radio stations, TV stations and newspapers are available for a single sane person for consumption. Sure enough, one could always ask one’s neighbours but in reality, people’s insight and view on certain things could be generally collared and reigned in should you have a large enough budget and if there’s one thing that those agencies have, it is budget. The story would then be this, the agencies now hold sway over the mindset and the choices of the population, having immense power over how things are presented or maybe what things are not presented. Companies and products need only to tap into this to enjoy the benefits of all of the eyeballs and ears of a nation, unfiltered and unfettered. Complete and total access to their mental process and how people frame things.
This would not last for long
The Digital Age And How It Has Evolved
In 1990 a man named Tim Berners-Lee wrote the first web browser and the modern incarnation of the internet, and almost three decades later it would grow to define the modern human experience. What started out as a military project that became a tool for scientist became a cultural revolution that encompasses the entire world. Making a world without borders possible and the sum knowledge of man open to anyone. The promise of unrestricted access to knowledge and communication was exciting. Though it may look and feel common to us now, the concept of
communicating to someone across the ocean in such a easy and relatively cheap manner would be mindblowing. There are a lot of things brought by the Digital Age, and with it
digital marketing. There are many innovations and possibilities that were opened to humanity at its creation. However, if there is one thing that we can stress that was important that was cultivated during the embryonic stages of the internet, is that it valued individuality and the decentralization. What this ultimately means is that there is no selected service
provider on the internet, you are the service provider. Instead of massive corporations that control a large percentage on what you read, see, and hear. On the internet these corporations can be largely ignored, you can treat the internet as just another endpoint for them or you can treat it as your own personal space. And this love for having your own personal identity on the internet is
what makes it specials, instead of being consumers, the populace became the producers. They frame the world through their own views and perspectives, not through what was greenlit by someone else. Though this also provided a large problem for the people running the marketing.
Now What ?
During the early days of the ARPANET digital marketing was largely relegated to mass mailing. Though this is still being used today, it is now more tastefully done as people began to categorise these efforts as ‘spam’. However, on those early days, these online marketing campaigns were not done by the agencies, but by individual personalities advertising their work or product on the network they live in. Mirroring the earlier efforts of marketing on print, they were made by individuals and not by corporations, yet. During the dot-com boom, began the transplanting a concept in print media unto the computer screens with display or banner ads. These ads take up virtual space in these virtual web pages. This was when one started to feel the effects of online marketing upon the internet. This ads would allow websites to live off on them alone like a the newspapers of your although their yield are much lower and depending on a how effective an actual ad it is and how many visitors of a site clicked on an ad. At first the concept of marketing on the internet stayed at that, and it was basically an implementation of a concept done years beforehand and is
now applied to a newer medium. The great thing about these ads is that there is technically no limit to space on a web page, so a web master can just put as many ads as they want, eager to earn the cash they bring in, and so it happened. Webmasters began piling on more and more ads on their sites, cluttering it up more and more and in the same time became increasingly less
and less effective. Content dried up in some pages akin to those earlier products held aloft by marketing alone but the problem is that people flock the sites for the content. The content is the product itself, and as opposed to earlier times were finding an alternative product was hard or even impossible, on the internet it is so much more easier to just find another better product.
There has got to be a better and more nuanced way of doing marketing on the internet. A way that mirrors the technology it came from and showcases the unique characteristics of the internet. A way that can only be done on the internet and nowhere else.
The Search Engines
A brief background; at the beginning there was a ton of search engines. Right now you would only be thinking of Google, Yahoo! or Bing, but most probably Google. However, before Google got started into what it is today, which is a huge global corporation exercising control over what has now become a main mode of human interaction and entertainment, there was WebCrawler, Excite, Lycos, AltaVista among others. You see, the early revolutionaries on the internet had a problem, it has grown too fast and it was out of control. New sites began popping in an unprecedented rate especially during the dot-com boom. Naturally people cannot possibly know all of these sites, even know the sites that are relevant to their lives. It was much better to just have a yellow pages of the internet, akin to a directory or listing. So, the search engine was born, and once again there were many of them, since like websites, it seemed everyone wanted to make
their own. These sites take a user query, like a group of keywords and then give out a list of websites that, depending on the specific search algorithm employed by the engine, would best fit the given query. Usually the algorithm used was keyword based, basically they rank the pages based on the number of times the keyword appeared. Websites saw this and began almost immediately to
use it to their own advantage, chasing the number one spot on a specific, appropriate set of keywords. But first why? Why would it then be important to chase these top results as opposed to just relying on good old fashioned advertising.
Mainly because good old fashioned advertising had a relatively weaker showing on the web than in print. They were primarily being glossed over, and as more and more people flocked personalised sites these ads became spread thinner and thinner over a wider surface. The webmasters couldn’t really earn that big of a cash flow with them because of the technically limitless space the web could offer as opposed to print where ad space would be jostled and fought over by competing agencies. Basically it was proving to be somewhat ill-fitting, though it served it’s purpose, it wasn’t really maximising itself and producing much needed outcome. Among other things, it is the notion that the user searched for you. It means that the user wasn’t held by some ad magic to your page, not knowing what to do and if they really do want your content or product. It is the notion that the user or your visitor already wants and is looking for your content and product, they are already captive to what you are selling and all they got to do is walk through the front door. Wouldn’t you want your future customers to find the easiest way into your service? Would you do anything to ensure that they are not directed into your competition, but rather into your website. In the era of the internet it has become apparent that location equates to the ranking of a webpage on these search results, and as opposed to a physical location which once you owned, is yours forever, the locations here shift and move depending on silent algorithms. The prime location you may now have and enjoy will someday be taken from unless you do something about it. So websites began improving their sites to target these top spots in
the search engines, and the online marketing model began to shift from the individual site to the search engines. The sites only want to target engines in popular use and the search engines want to give their users reliable service by selecting truly worthy results. This push and pull became the lifeblood itself of the early internet marketing, and many techniques and hacks became prevalent
which are now wholly unusable. This early era showed the importance of these search engines.
Page Rank And What It Is
Influenced by citation analysis on paper, students Larry Page and Sergey Brin developed PageRank and then ultimately launched the searched engine Google. Over time Google would then continually improve upon this base algorithm. However, due to Google’s good performance and it’s sleek design it became the top search provider in the world, ultimately making sure that the PageRank ranking from Google be the top priority amongst webmasters. So it came that webmasters began to shift gears and target higher ranking on Google, and then Google would continually improve upon it’s algorithm and so on and so forth.
Internet And Business Models
Years passed and there is still one more innovation that would complete it. The introduction and proliferation of online money transactions. Though transactions like these were already being done in the early days of the internet it is it’s maturity into an easy to use system to buy and sell goods and services across multiple platforms for a myriad of products that is the true innovation. Leveraging door-to-door parcel delivery systems for products and even hosting entire warehouses like Amazon, shopping can now be truly done on the internet. And we’ve learned that besides from physical products we can also sell videos, information, ebooks and even our social media influence. Even a promise of a future product can be sold in the form of crowdfunding. This innovation brought marketing front and centre on the internet, and it made the internet front and centre for business. As of now, more and more people are spending more and more time on the
internet. The old modes of communication, of relaying information, of entertainment is slowly shifting towards the internet and is being reborn in it’s digital incarnation. Your business must thrive in the internet if you want it to thrive at all. This is the new marketplace, and the marketplace is global. A business should then treat it as such and respect it for what it is. People nowadays relate their life experiences through the internet, they share and the talk about themselves through it. If your business can tap through that medium then you would have won them over greatly. It is no wonder why there is a surge in digital marketing nowadays. So if you have a business you are missing our on the global marketplace. Gone are the days when businessmen and women are stuck inside their local markets and have to go through hoops and loops to get international exposure, it’s now easier more than ever to set up shop across the oceans themselves. You wont even have to pay for a single space, you could just have your product shipped from your warehouse.
Google And Business As A Whole
Google dipped into the business of online marketing with AdWords and AdSense, in a way that is can only be done in the internet. They deliver targeted ads inside a website based on the content in the site. The ads therefore have a higher chance of being noticed since they are related to the content people are perusing in the first place in the website they are browsing. Google also went ahead and started showing sponsored results based on specific keywords. So, if you are a business in a specific niche or industry you would typically buy a couple of those keywords that you
think would best represent your industry and when people come searching about it your page will be shown in the top as a sponsored result. Google immensely benefited from this as like in the ad spaces of newspapers and magazines of yore, space was limited and companies and agencies jostled for this choice keywords and being the top sponsored result. These two helped made Google a profitable and successful company and helped them expand their services to encompass the needs of the netizen and in turn give a greater emphasis for marketeers to placate Google. This was all well and good, but still these were not “organic” visitors. They were no better than those clicking on the ads on other side, although they are much more susceptible and probably eager for your product or content, they are just coming through an ad. Another complication was that as time went by, more and more people became aware of the difference between the advertisments and the real deal. Online marketing can only do so much in this regard, as you cannot force a person through your site, if people recognise the ad now, they probably won’t go through it.
SEO ( Search Engine Optimisation
So were back again to chasing the top rank in search results, and why wouldn’t you? These are the most natural and consistent site visitors you could ever want, as stated before, they visit you for you content and not because they were led there via an ad. SEO means search engine optimisation. It is the method of increasing the online visibility of a site on a search result. Since the visitors from these search queries have a higher rate to become a customer it is a lucrative business and a necessity for budding business. SEO is a lot of small changes to the content, the media and markup of a web page. These are calculated moves that make sure a search engine give due consideration of a specific site. Apart from those SEO can be in the videos and in the images of the site. There are a lot of things inside a website were SEO professionals or agencies can go in and improve altogether with their calculated adjustments. Apart from a well designed and coded website, SEO is part of the pillars that uphold a website and ensure its lifetime and exposure. When considering a site, one has to also consider the SEO implications as much as it’s aesthetics and engineering. SEO has exploded into a new industry unto itself and is greatly affecting the world online adverting market. New SEO agencies are popping up to support the internet economy and they are just keeping on going. The future looks towards an increased reliance on the SEO to keep your internet business thriving as they form an integral part in the online marketing toolset. These SEO agencies act as a bridge to gap the complexity of optimisation for complex algorithms on a constant basis, chasing ever changing sets of rules so the average user can just think about their product and focus on the things that matter most.Naturally sites that have come before yours or more probably much more famous than yours is gonna get the upper hand, however there are a lot of SEO professionals that can help you improve your site’s standing and help you improve your business. Nowadays businesses must thrive in the internet and the prime spot for internet business is in the top of the search results ranking. Doing this on your own and trying to optimise your own site might just cost you time and money, however by hiring someone skilled and who know the ins and outs of the system, they can help you improve your standing and visibility on the web. Remember that the web is a huge place and people are more than likely just going to do a Google search on things rather than now where to find the thing that they are searching for. If you want to be the one who will provide them that product or that service, you got to make yourself seen on the web.
SEO encompasses a lot of things, from your sites content, the images for the image search, even your videos and more importantly searches affecting the trends in your specific industry. SEO is up-to-date with the latest updates and trends to make sure that they can help your site be known and visible in a full spectrum of availability. If a user wants to look for your service, it
should be easy for them to find you. There are countless strategies and techniques used by SEO professionals to help improve the sites profitability. Even if your site is a non-profit or it’s fighting for a cause SEO professionals can ensure that your voice is heard throughout the web and you are not silenced in a sea of websites. SEO exposes you hoards of vital web traffic that is the lifeblood of an internet business.
Can You Say That Again?
- Business needs the
internet to survive in this day and age.
- They will go broke
without the proper marketing tools that are appropriate for the online word
- Top search engine
result are the prime space to get the most reliable and useful visitors to a website
- SEO professionals
or agencies are the way to go to answer the needs of your or any business
SEO has given a unique solution to a unique problem presented in the internet, how to maximise online marketing. Sure enough there are other tools in the trade to promote your business but SEO is one of the more effective and hard hitting tools out there that you could possibly wield to great effect. SEO is a relatively new and exciting field that is tailored fit to answer the needs of digital marketing in the internet-age. It is built on the technology that underlies the web itself, connectivity and it answers the importance of framing your service in the eyes of what the consumer wants. The success stories of companies having a positive outcome due to a successful SEO campaign are numerous and opting out would be a disservice to yourself. It has become an intense competition for the space on top of those search results and SEO agencies are here to help. Ultimately, it is your choice. There are still lots of avenues to promote and to advertise your site to the masses. However, note that none are as effective and as relevant as a good SEO agency. Their contribution to the world of online business and to the businesses themselves are undeniable. They
give a pedestal to those that truly need the platform to promote themselves.