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Apr 11, 2018

Guide to Digital Marketing for Business Owners

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Digital Marketing for Business Owners


Table of contents

In today's digital age, the traditional methods of advertising like newspaper ads or leaflets no longer hold the same impact. As reported by Statista, around 90% of users start their online journey with a search engine. Given the dominance of Google in the search engine market, understanding and adapting to Google's ever-changing algorithms is crucial for businesses and developers to maintain and enhance their online visibility.

Mastering the Fundamentals of SEO

If you're aiming for online visibility, SEO is non-negotiable. Google's algorithms are complex, but a deep dive into some of their notable changes over the years can offer actionable insights:

  • Optimize Content with Relevant Keywords: Think about your audience. Tools like Google's Keyword Planner and SEMrush can help pinpoint keywords relevant to your business.

  • Stay Updated on Algorithm Changes: Google rolls out updates frequently. For instance, the BERT update focused on understanding the context of words in search queries. By regularly checking Google's updates and adjusting strategies accordingly, businesses can remain at the top of search results.

  • Blogging & E-A-T: Regularly publishing authoritative content can establish your site's Expertise, Authoritativeness, and Trustworthiness (E-A-T), all vital for Google's algorithm.

Consistency is Key - The Power of a Style Guide

Uniformity in branding can indirectly impact your site's SEO. Consistent content quality and branding enhance your site's E-A-T. As a result, Google perceives the site as trustworthy, potentially improving search rankings. For maintaining a coherent voice across your brand's communications, a style guide is crucial. Not sure where to begin? Hootsuite offers a detailed guide on creating an effective style guide.

Integrating Social Media Strategy

While social media signals like shares or likes aren't direct ranking factors for Google, a correlation exists between high-performing content on social platforms and better search visibility.

  • Set Clear Objectives: Whether it's brand awareness or lead generation, define what you aim to achieve.

  • Monitor Competitors: Observe their strategy, adapt, and learn from their successes or failures.

  • Content Planning: Maintain consistency in posting. Tools like Buffer can help automate and schedule posts for optimal times.

Email Marketing & Its Indirect Impact on SEO

Successful email campaigns can bolster your website's traffic, indirectly influencing SEO through enhanced user engagement metrics. However, remember:

  • Personalization: Tailored emails yield a 6x higher transaction rate.

  • Offer Value: Ensure each email provides solutions or benefits to the receiver.

  • Timing is Everything: Don't flood inboxes; instead, find a balance to maintain interest without overwhelming.

With data protection measures like GDPR, always ensure your campaigns are compliant.

Embracing digital marketing is not just about leveraging the power of emails, social media, or quality content; it's about understanding the underlying algorithms, particularly Google's. As these algorithms evolve, a commitment to continuous learning and adaptability will differentiate successful businesses from the rest.


About the author


Ryan Del Villar

Ryan is a Digital Marketing Specialist at the Bradford based Digital Agency Harrison Mann. Being in the digital marketing field for 7 years now, he enjoys keeping up to date with the latest in all things digital and search. As a silent type, Ryan expresses plenty of his thoughts through writing.