The Digital School of Marketing states that the goal of most companies is to be top of Google’s Search Engine Results Pages (SERPs) for their particular keywords. SERPs are the results that Google returns once you’ve typed in a query. These results could either directly answer your question or provide you with more information that will help you with your query.
There are three ways that you can get your company to be ranked highly on the SERPs:
Search Engine Optimisation (SEO) is about getting into the minds of your target audience. It’s about predicting what search terms they will use to search for your products and/or services. Once you have this list, you’ll need to insert these keywords into the copy of your website strategically so that Google will realise that your website is ranked highly for the specific search terms and as a consequence, they will rank your website highly for queries containing these search terms.
SEO can take quite a long time to get right. However, if you’re trying to get a new website up the ranks – or give an old website a bit of traction – you’ll need to engage in a Google PPC campaign. Of all the digital marketing disciplines, this is the most powerful, and if done right it has the power to get you top of the Google SERPs and drive massive traffic to your website. PPC advertising can help you fill in the gaps while your SEO strategy is getting off the ground and starting to get traction.
If you’re doing your website and digital marketing campaign on a shoestring budget (and even if you’re not) content marketing is by far the most cost-effective and efficient way of getting your website to climb up the SERPs. This is because if you have a depth of content that relates to the overall theme of your business, and it contains the correct keywords at the correct density, you will get long-lasting and ever-green results.
Being on the first page of the Google SERPs is not out of the reach of small business who have limited digital marketing budgets. All they need to do is to make sure that they apply the best practice principles.