Rethinking your digital advertising strategy? Or, just starting out and looking for the best place to put your hard-earned dollars. When researching this topic, you will find varying opinions on what is best for a local business.
Perhaps the most common question is whether to put your money in search engine optimization (SEO), content marketing, or pay per click digital advertising? That’s a dilemma that every Houston TX local business will face sooner or later.
Pay per click advertising is its own animal, so for this article we will focus on “organic search engine optimization” and “content marketing”. Most people tend to think of SEO and content marketing as two separate entities. But in fact, they are very much dependent on each other.
Of course, everyone wants to keep their marketing budget in check. And, investing in two processes, rather than one, may seem like it would cost more. But, if your SEO strategy is not content-driven, or your content is not SEO-friendly, your spinning your wheels. So, if your digital advertising efforts are not fetching the desired results, this could be the reason.
Having said that, SEO and content marketing do work differently. And, they require different skills and knowledge. What do we mean. Start by looking at the technical differences…
On Site SEO is More Technical
On site SEO involves techniques used to change things on the front and back end of your website. Doing so to improve your website’s online visibility and search rankings. When doing Onsite SEO, some key aspects you need to focus on include:
- Local SEO implementation
- Keyword research
- Strategic use of keywords
- Building a mobile-friendly website
Plus, you need to consistently monitor and tweak your On-Page SEO strategies. Top SEO companies know the importance of using tools like Google Analytics. Because search engines use algorithms, all your SEO efforts need to be based on hard data. Digging into data gives you a complete picture of your traffic and rankings. So you know what’s working and what’s not.
Local SEO Requires Knowledge of How Search Engines Work
SEO is all about ranking high on SERPs. So, you need to have the basic understanding of how search engines work. But, the most effective Local SEO strategies target both search engines, and your end users. Because search engines rank websites on one criteria, and users another. For example, search engines determine factors such as keywords, headers, title tags, and other code-related elements more deeply than a human.
Human visitors, on the other hand, aren’t this technical. They judge how informative, creative or helpful your copy, graphics, and formats is. That’s where content marketing comes into play…
Digital Advertising Content Marketing Approach
Content marketing is about crafting high quality content that attracts, informs, and engages your target audience. Content can be produced in a wide variety of formats: articles, blog posts, videos, podcasts, infographics, whitepapers, ebooks, and more. In today’s competitive market to have an effective digital advertising plan you must have great content on your website.
Content serves its purpose throughout the marketing and sales cycle. For example, it helps spread awareness about your business. It attracts the attention of new potential customers. And then, it helps keep them engaged as they move closer to becoming real customers. Not only that, content can help keep your customers informed about new products or services. As such, your digital advertising content efforts can play an important role in generating repeat sales.
Content Revolves Around Human Users
As mentioned before, content must be created with the target audience in mind. And, it must be engaging not just to search engines, but to real people. But it’s not easy, given the enormous amount of content being produced every day. Therefore, your focus should be to create content that will help your business stand out.
Paid Digital Advertising, SEO, & Content Marketing
Finally, SEO and content marketing each add value to your business in their own ways. But they have a mutual relationship.
SEO drives high quality traffic to your website, and helps you reach new visitors. Content marketing allows you to keep those visitors hooked once they arrive on your website. The more time they spend on your site, the higher the chances of converting them into paying customers. Also, creating good content on a consistent basis improves your brand’s authority. This ultimately, serves to boost your overall digital advertising return on investment.