Web marketing can be tricky business, especially if you don’t have the staff or bandwidth to devote to it.
Digital marketing firms like ours have the expertise and time to devote to working on your web marketing and search engine optimization to help bring you new and repeat business. Let’s look at 4 ways you can help your business succeed with web marketing, either on your own or with the help of a digital marketing firm.
4 Ways To Simultaneously Succeed With Web Marketing
Your Google Knowledge Card might be a potential client’s first interaction with your web marketing, or it could be how a returning client is able to quickly access your phone number or website.
A knowledge card, seen here, is a way for Google to quickly display the gist of a business to a searcher on any device. On a larger display the knowledge card appears on the right-hand side of the screen, on a smaller device it appears above search results but below other forms of web marketing, like paid ads and map results, if there are any.
Having an up-to-date knowledge card allows you to display your correct phone number, address, accurate hours, as well as reviews, photos and other great information. This is a really effective web marketing technique to make sure your company is known, especially over other companies with similar names.
2. Back-End Optimization
Another huge piece of web marketing is optimizing the many parts of your website you might not normally think of adjusting.
Page descriptions don’t actually appear on the pages of your website, but they do appear in the Google search results, and so needs to be an accurate reflection of what people will find on the page when they arrive; the same goes for your page title. Both of these also need to be between a certain number of characters to fit in the space Google provides.
The text on your page should also be separated by headers, defining different sections. Google likes to see headers, especially when one contains your chosen keyword/phrase for the pages. The headers also need to cascade in size, depending on the topic.
Images are another important piece of web marketing. The images should be unique to your website, as well as tagged with an “alt tag” and “caption” which are both accurate and contain the keyword for your page.
And don’t forget to make sure any links in your page are working and are related to the topic. If you have a blog on how KFC chicken is the best fast food in the world, there shouldn’t be a link to the dolphin page of your local zoo on that page anywhere; for effective web marketing, the links should be to another page you have written about different fast food chicken and a link to the KFC page.
3. Content/Keyword Optimization
Content should pretty much be over 300 words for any page, but different lengths are good for different types of pages/blogs, so you’ll need to experiment.
Each page should have it’s own, unique keyword/phrase related to the topic of your website as a whole, and the keyword/phrase should make up about 2-3% of the words on the given page for effective web marketing.
Another key driver of web marketing and traffic to your website is your online reputation. You’ll need to get control of reviews of your business from across the web, whether the reviews are on Google, Facebook, Yelp, Yellow Pages, Houzz, Fandango or elsewhere. Ask your happy customers either in person or via email to give you a review on their chosen site, and be sure to collect those reviews on your website. At Cohlab, we actually have a great tool, Cohlab.Reviews, which can do a lot of this automatically for you.