11 Ways to Improve Your Reach Through Search Marketing
Back in the day, search engines were a lot simpler than they are today. You only needed to follow some basic SEO rules and learn a few insider tricks to rank highly on search engines and boost your brand awareness and sales. But today, Google is a lot smarter than that, and search engine algorithms have become more complex. Search marketing has evolved significantly over the years, with Google introducing major changes like Panda, Penguin, and Hummingbird updates in order to get rid of content farms and poor-quality websites from its search results pages.
Today's modern internet user demands a better online experience, so if you want to be seen on SERPs (a search engine results page) you will need to provide it. Here are 11 ways that you can improve your reach through search marketing in 2022:
Understand the different channels in search marketing.
Search engines are more than just Google.
It’s a common misconception that “search marketing” only refers to Google, but the truth is that search engines are so much more than just one entity. Search engines are used for all sorts of things: finding information, finding people, finding products and services, and finding businesses alike.
Realize that the market has changed.
The market has changed. Customers are more informed, and mobile, and have more options than ever before. As a result, the customer is becoming more demanding. You must realize that in order to stay relevant to your target audience you must expand your reach with search marketing in order to ensure that you remain visible on Google’s first page of results for search queries related to your products or services.
Invest in your website and make it easy for search engines to access and index it easily.
Invest in your website and make it easy for search engines to access and index it easily.
- Make sure your site is mobile-friendly: Google’s recent Mobile-Friendly Update has shown that having a mobile-friendly website will not only help you get more traffic from smartphone users but also improve your rankings in the SERPs.
- Make sure your site is fast: Page load speed is an important factor when deciding whether or not people will stay on your site after they land there (or whether they’ll come back). Slow loading times can negatively impact bounce rates, which can result in lower rankings.
- Make sure your site is secure: If a user doesn't feel safe on a page, they'll leave before they even have time to think about what they're doing there! There are many ways you can secure your website including having HTTPS/SSL certificates installed so that customers can see right away that their data isn't going anywhere else but where it needs to go.
Don't be afraid of search marketing channels like social media.
If you are trying to expand your reach in the search marketing field, don't be afraid to explore new channels like social media. Whether it be Facebook, Twitter, or LinkedIn, social media is an important marketing channel that can help you reach your target audience and build brand awareness.
Take advantage of all the features that these platforms offer including:
- Building authority in your industry by sharing relevant and helpful content on a regular basis
- Creating relationships with influencers by responding to comments and engaging with others who might be interested in what you have to say
Revamp your content regularly to keep up with trends.
- Revamp your content regularly to keep up with trends.
- Your website should be updated regularly, and the content on it should be relevant to your target audience. If you want to expand your reach with search marketing, this is essential. Your content needs to be engaging and entertaining so that visitors are encouraged to share it with their friends; if they don't find the information useful or interesting enough, they won't bother sharing it at all. It also needs to be easy for people who visit your site from a search engine result page (SERP) or referral link from another website (like Wikipedia) to find what they're looking for quickly and easily so that they can move on with their lives ASAP rather than getting buried under an avalanche of poorly designed nonsense about which celebrity just divorced who-knows-who!
- Make sure the content on your site is easy for visitors--and especially those coming from search engines--to read by: using short paragraphs; keeping sentences short; avoiding unnecessary jargon or slang; keeping images small enough not to obstruct text if someone wants to print out something of your webpage (this includes photos too!).
Don't forget video content; it is trending right now.
Video is a great way to engage your audience, tell a story, and show off your products or expertise. Video can be used for many things, but remember that you may want to keep things short and sweet. While we all love long videos, people will tend to skip them if they’re not relevant or engaging.
The good news is that the video is trending right now! If you haven’t already started using it in your search marketing strategy, now is the time to get started!
Develop a user-friendly mobile website.
Your website should be optimized for all mobile devices and this is help to improve your search marketing reach, including tablets and smartphones. The average mobile user spends more time on the Internet than desktop users, and many people prefer to use their phones as their primary method of searching.
You need a responsive design that works on all devices, whether it’s a desktop computer, laptop, or tablet. You can make sure this happens by making sure that your site is easy to navigate with a mouse and keyboard as well as touch controls (tap-to-click).
This will ensure you don't lose out on potential customers who are looking for information via their mobile device such as:
- An Amazon Echo or Google Home smart speaker device which they will likely interact with using voice commands like "show me restaurants near me" or "how do I get from point A to point B?"
- A college student may want to find directions using Google Maps so he can get back home safely after drinking too much at a party without getting lost along the way due to intoxication levels being high enough that he would otherwise not remember where he was going before crossing paths with someone else who had similar intentions but didn't want them both walking around aimlessly looking lost together because it would cause them both embarrassment later when one friend asked why they were together instead of alone trying not only to find each other again after getting separated during those two hours spent wandering aimlessly through town during which time neither one could remember anything except having fun while intoxicated.
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