If You Can’t Measure It, You Can’t Improve It. This quota from Peter Drucker is true more than ever before in the age of digital marketing. Perhaps more important than measuring it though, it understanding what you should be measuring. With so many metrics from impressions, to click through rates, post engagement to say nothing of the plethora of demographic terms thrown around, it can be easy to get lost in the maze of advertising metrics and data. This is not helped by the sheer number of platforms out there and the fact that many of them don’t export their data in a standardised manner making cross-platform comparisons difficult. The most import thing to remember when trying to measure any advertising campaign is the define the campaign goals and how those will be measured before the campaign is designed and executed. This way you can standardise the Key Performance Indicators (KPI’s) and understand how they interact with one another. Its also important that these KPI’...
Search Engine Optimisation or SEO is one of the most important things any company can do in order to improve their online presence. At its core, SEO is all about making sure that your businesses can be easily be found by those searching online for it. While the exact means by which major search engines rank results for sites is ever changing, the basis of what can be done to improve your site’s ranking are pretty clear. The most basic step one can take is making sure that the site is accessible by the web crawler (Moz, 2021). This should be a default feature on most read made website software, but always worth checking.
After that its important that you’ve got your keywords in place and that your website is well set up. Keywords are again very straightforward, but often overlooked. If you are a travel business you want to make sure that you are using the correct language, mentioning that you are a travel company and what services you provide (Moz, 2021). Alongside this you want to make sure you’ve a well-designed and fast website. Most of the major search engines favour those sites that can quickly and efficiently deliver optimal content to their users.
Perhaps the most overlooked and simultaneous most important thing one can do to improve their site’s search engine ranking is meta-tags. These are short (max 150 character) tags that give a brief overview of what that webpage contains (Yoast, 2021). If used currently these tags, while not appearing at all on the actual page represent another source of information for web crawlers to quicky assess what your page is about and who they should show it to.
This is really vital for smaller businesses like the multitude of businesses that make up the Irish tourism sector. Many of these businesses rely on people finding them long before they arrive in Ireland and then getting them set up as customers in advance. This all means they need to be quick and easy to find under broad search terms online. All of that feeds back into a need to be good at SEO, irrespective of the size of your business.
Aaron Bowman
References:
https://yoast.com/meta-descriptions/
https://moz.com/beginners-guide-to-seo
Comments
As a company you need to uncover What your target audience quires are. Some top tips are
1. That your Key words are relevant to your industry or topic of your website.
2. know the monthly search volume of your Key words.
3. Turn your Key words into Phrases ie. "top tips on blogging"
4. As a marketer put your self into shoes of the searcher and try to find their intent.
Their are plenty of online Keyword tools such as SEMrush, Ubersugests and Moz
Source: (Chris, na)
-Jerli Padios