In our monthly round up, we look back at the month of April and summarise what’s new in the world of digital marketing.
Don’t overlook organic search
Organic search is a huge part of most business’s website performance, as well as a critical component of the buyer funnel and ultimately getting users to complete a conversion or engagement. Therefore it is important for marketers not to overlook SEO to ensure their website can be found easily online. Here we look at exactly why SEO is important.
Improve user experience
Everyone strives for better organic rankings and maximum visibility. But not everyone realises that optimal user experience is a big part of getting there. Google has learned how to interpret a favourable or unfavourable user experience, and a positive user experience has become a pivotal element to a website’s success.
Google has become more of an answer engine offering the sought-after data directly on the results pages for users. The goal is to offer users the information they are looking for in fewer clicks.
Local SEO aims to optimise your digital properties for a specific vicinity. With the rise and growing domination of mobile traffic, local search has become a fundamental part of small and medium sized businesses’ success.
Local optimisation focuses on specific towns, cities, and regions, to establish a viable medium for a brand’s message on a local level.
Possibly the most important reason to always make SEO a priority is that SEO best practices are constantly being updated. The way the search world evolves, at the discretion of Google, requires constant monitoring for changes to stay ahead of the competition and, hopefully, on Page 1.
Long Term Strategy
SEO is an important marketing strategy that, when implemented correctly, can generate long term results. More often than not, results will not be obvious straight away, but the time and effort will soon pay off and will be noticeable within the first year.
What does the Facebook data scandal mean for brands?
Social media is still a powerful marketing and communications tool for brands to speak to their audiences, or to advertise to a targeted set of users. But, in the wake of the Facebook and Cambridge Analytica scandal it has caused great sensitivity from its users. Facebook creator, Mark Zuckerberg has apologised for the major breach of trust but will that be enough to reassure hearts and minds of both users and brands?
Both users and advertisers want to understand how their data has been exploited. Users will most likely increase their privacy settings, and quite possibly delete their account.
Creating a social media account is free, so users understand that they have chosen to trade selective information about themselves for free access to platforms. In turn, these platforms profit by allowing advertisers to access this data to target potential customers.
The breach of trust started with Facebook setting up open APIs that allowed developers with the know-how to tap data from personal profiles. This data was then misused to psychologically profile users at scale. This lead to ultra-targeted ads that aimed to influence behaviour. Add this to Facebook’s inability to verify the accuracy of contents on its newsfeed, the so-called advent of ‘fake news’ – it is clear Facebook has a major reputation problem on its hands with its users.
How will this impact brands?
Many brands’ trust in Facebook has also been rocked because of the scandal. A lot of brands have already deleted their Facebook profiles and others have removed Facebook advertising from their marketing plans.
You may be unsure of the best course of action for your brand as Facebook can still be a valuable marketing platform and engagement tool. Before you do anything as drastic as deleting your Facebook page, it may be wise to consider the following points.
- Review how much traffic is generated to your website by Facebook, it may be too valuable to dismiss.
- If users of Facebook increase their privacy settings or in fact come off the platform, can you quickly adapt and scale your model elsewhere?
- Read the terms of the platform. Is your company satisfied with how they are using the data of its users and establish if this aligns to your company values?
Finally, if your company has a GDPR strategy, you will already know how your data is stored, processed and collected. If this is embedded into your company processes, reviewing how Facebook or other platforms use data will come naturally.
The influence the scandal will have on Facebook and how this impacts the industry is yet to be seen. This will be determined by how regulatory bodies react, the changes Facebook are prepared to make, if brands choose to be associated with the platform and ultimately if users decide to forgive Facebook.
Please get in touch if you need any further information or advice on SEO Management or either of the topics discussed in this blog.