Mastering Digital Strategies – Part 2
Welcome back to the second part of our four-blog series on mastering digital strategies! In the last blog, we ran through some of the basics of increasing traffic to your business. Now that we’ve got that down pat, let’s take a look at some slightly more technical ways to get the right customers coming for you.
Search engine optimisation or ‘SEO’ is the process of increasing your websites ranking in search engine results through organic and un-paid means. Google favours organic search listings as they are likely to be more relevant to the search content and have generally established themselves as an ‘authority’. What’s more, advertisers can’t pay to increase their ranking, so having a solid SEO strategy is vital if increased traffic is your ultimate goal. So how can you achieve this? When thinking about SEO, one of the most important things to consider is your content – is it new and relevant? Have you used appropriate key words frequently throughout? Is it easily readable by Google and other search engines? Although it sounds quite simple, mastering SEO can be a bit tricky so it’s always worthwhile consulting someone who really knows what they’re doing.
Google AdWords, on the other hand, is a platform that enables companies to advertise their website in search results through the pay-per-click method. These ads are displayed above organic search results as well as to the side and advertisers pay a pre-defined amount every time someone clicks them. Depending on how much you decide to bid, you can almost guarantee that your ad will be displayed when your keywords are searched, giving you a more effective way of increasing traffic.
Google shopping & Facebook shop
Facebook Shop is a tab available to business pages that allows you to exhibit your products online. Businesses utilising the free Facebook Shop feature can:
- Display products and product info (such as price, description, sizes, etc)
- Customise or segment your inventory to enable your audience to find what they need quicker
- Communicate directly with customers through your page
- Get better distribution of your products
- Get insights about your products and how people are interacting with them online
Facebook Shop is a great tool for many businesses dealing with e-commerce and gives you the advantage of reaching more of the people who are interested in what you do through an avenue that is convenient for them.
Google Shopping Campaigns
Similar to Facebook Shop, Google Shopping campaigns promote your products through the display of a photo, title, price, description, store name and more. These ads are displayed at the top of screen when appropriate key words are searched in Google, allowing you to promote your inventory online as well as boosting your traffic and seeking out better leads.
Now that we’ve covered the basics of building traffic, join us for the next instalment of our digital strategies blog on how to increase conversions!