Digital Marketing 101 – Search engine optimisation
The first step towards the digital marketing of your business is understanding what kind of digital marketing activities there are out there. The second step is determining which activities are right for you. Not so easy, right?
You could try the scatter gun approach and see what sticks, but that could be costly in both time and money. Or you could prioritise them and take on one at a time. But first, let’s get your head around what digital marketing is.
1. Search Engine Optimisation (SEO)
SEO is still strongest digital marketing activities you can do. 94% of all the clicks in search results go to organic listings. The aim is to get your website appearinghigher up in the list when people do Google searches.
a. Who’s it for?
Anyone that wants to be found! Use the Google Adwords Keyword Planner tool to find out how many searches are being done for keywords around your business/industry.
b. How much is it?
Depends on the competition in your industry – but a good SEO agency is likely to charge upwards of $2000 – $4000 per month.
c. What should I look out for?
Content marketing is the only way to do SEO– do not engage anyone who offers a guarantee to be able to rank your website highly without adding pages and text.
d. Black Hat techniques
In search engine optimisation (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.
It is the best way to have your site removed from search engine results!
e. White Hat techniques
White hat SEO refers to the usage of optimisation strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.
Write your content for humans, Google is smart enough to work out how your content matches a users’ search phrase and delivers them the most relevant, quality search results.

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