When it comes down to it, marketing a business successfully online has changed over the years. If you go more than five years back, sketchy SEO techniques were used to get to the top and stay there. Google has worked incredibly hard to change this. These low quality techniques don’t do anything for the user and the user is who Google is trying to impress. Ultimately though, these are the same people we are trying to impress. Google will constantly update their algorithms so trying to find the perfect formula to rank well is simply not going to happen. Search engine optimization isn’t so much about impressing robots anymore. Websites that serve their purpose and provide users with a quality experience will thrive going forward.
This being said, your website and search engine optimization are not the only ways to be found online. Most businesses that are trying to reach out and market their brand don’t just put themselves out there on a single medium. They distribute advertisements throughout different media outlets. This has long been how traditional advertising has been done. Unfortunately, Internet marketing has been looked at as more of a set it and forget it type of marketing option. Optimize the website and then let it work for itself. This can work to a limited extent, but marketing your business online should be proactive. Businesses should reach out to their customers and engage them. Sure some people will come to you, but you will be limiting your opportunity by hoping that they just find you.
This means that you shouldn’t just put all of your eggs in one basket. Not everyone uses the internet the same way so giving your audience different ways to find you and interact with you is incredibly important. Social media, blogs, local listing directories, and PPC ads are just some of the different ways that you can reach your audience online. This concept is true for almost any marketing or advertising strategy and online marketing should be no different. Invest into different areas, track your results, and identify your strongest marketing options. If some are working and some are not, you can then move more time and money into the best areas for your business.
Internet marketing is always changing. The best way to go about your marketing efforts is to simply create something that is worth interacting with. No matter what are of online marketing you are working with, make this your guideline.