FAQ – Digital Marketing
Because Digital Marketing is a relatively young industry (in New Zealand anyway), we can appreciate that you may want to spend some time information gathering and already have a lot of questions about it. We have organised some of our most frequently asked questions around five broad categories – they include answers to questions such as ‘how do I make my website search-engine friendly?’ to ‘how do I get started?’ We hope you find our FAQs useful – if your question isn’t answered here though, just let us know – we’re happy to help.
Website or search marketing helps websites to get found and to get seen by their target markets online. Website or search marketing promotes keyword search phrases relevant to a website to connect people entering those keyword search phrases on a search engine to the relevant website.
Search Marketing connects people to the websites they are looking for.
Having a website that isn’t seen or found by search engines is a bit like buying a car without wheels. Through website marketing or search marketing (both terms are common) a website becomes visible on the search engines – the first step in bringing visitors to a website. You can find out if your website is visible on the search engines by requesting a free ranking report from Optymise.
A search engine is a software programme that reports information related to specific terms on the World Wide Web. Search engines make this information available through their interfaces, more commonly called ‘websites’.
Search engines were developed to help people navigate their way through the unbelievably huge amount of resources available on the internet or the World Wide Web. It is estimated that over 85% of all internet sessions involve someone using a search engine. Google, the world’s largest search engine and most popular, offers its users access to an index comprising over eight billion URLS.
Popular search engines other than Google include Yahoo! and Bing.
Our Website Audit looks at search engine compatibility issues for a website such as navigation, indexability and the technology used to build the website. It finds out if search engines can see the site, how they display it, and specific recommendations to improve your site’s performance in search.
Keyword search phrases are the words used by search engine users to locate specific websites on the World Wide Web. For example, if one was looking for accommodation in Vancouver, Canada, one might type the keyword search phrase “Vancouver Accommodation” into the Search facility of a search engine. Using Google for example, over 2,870,000 results for relevant web pages can be found in less than 12 seconds.
Of the results found, research indicates that search engine users, mostly, will not look beyond the top 30 results for one search, before refining their keyword search phrase choice and beginning another search. In fact over 90% of users only look at the first page of results found by a search engine.
If your website is not appearing on the results of the major or most relevant search engines, you are missing out on the opportunity to attract a highly targeted market to your website. With nearly 900 million internet users, the potential even within a highly niche market for website traffic is likely to be significant.
And although your website may be getting a good amount of traffic, or amount of site visitors, most businesses would still need search marketing in order to attract ‘quality traffic’ rather than ‘random landings’.
By measuring the amount of organic visitors to your website, you can ascertain whether search marketing is working for your business. Statistics are generally provided by a programme such as Google Analytics, so you can tell what amount of people, and the quality of these visits, came from search engines. Furthermore, you can track what these people do onsite – for example, do they buy or enquire?
There are two key aspects of search marketing. SEO aims to optimise or promote keyword search phrases relevant to a website to the search engines, so they index the site as highly relevant to that keyword search phrase. Once indexed, the search engine will list the website in its ‘natural listings’. However, this may take time depending on the search engines, the website and the competition.
A quicker way to get people to your website is through Search Engine Advertising (also called Pay Per Click/PPC/paid search). In systems such as Google AdWords, you pay for clicks your website receives from your ads. It can be a very targeted, quick way to gain quality traffic to your site.