Difference in onsite and offsite seo

ONSITE VS. OFFSITE SEARCH ENGINE OPTIMIZATION - WHAT’S THE RIGHT MIX?

Today, search engine optimization comes in two flavors: onsite and offsite.

Onsite SEO involves making sure your website pages, titles, tags, content and overall structure are optimized for your target keywords. You also need to make sure that you have a significant of inbound links from highly respected external websites - that's called offsite SEO.

You need to have both to be successful, and finding the right mix has everything to do with analytics and tracking.

Keep in mind that you MUST be using the right keywords or run the risk of spending time and money driving the wrong people to your website. This is a big mistake a lot of clients make before we start working with them. They are optimizing their sites based on the keywords they think people are using, not the keywords people are actually searching. That's a big mistake.

It’s not hard to do a little research and find out exactly how your prospects are searching for businesses like yours. Google offers some rudimentary keyword research tools but for more robust solutions you need to turn to a marketing software solution like Hubspot or Marketo.

Onsite SEO

After you know what your keywords should be, you can get started applying your keyword research to your SEO efforts. Onsite SEO is fairly straightforward. After you've identified the most relevant keywords for each page of your site and weighted search volume vs. competition/difficulty, it's time to start crafting your content around those keywords. 

You have to make sure that you are using the keywords appropriately all throughout the copy on your website. It’s also important to use those keywords in the headlines and titles on each of those pages. Don’t forget to use your target keywords in the meta tags, meta descriptions, image tags and actual URLs for those pages.

Once that initial onsite SEO work is completed, there is very little you can do to further optimize your website beyond revisiting and adjusting your keyword strategy on a regular basis. In the meantime, you have to sit back and wait for Google, Yahoo and Bing to index your site. You can proactively push a site map to Google and request indexing (which we do for our clients) but reindexing may take up to 3 months.

One way to improve rankings with onsite SEO is to add more pages to your site. This is where blogging comes into play. Every time you publish a new blog post, you are giving your site an new indexable and searchable page. It's relatively easy to add a blog post, on, say, onsite and offsite search engine optimization.

Offsite SEO

Offsite SEO is a little trickier and also requires an ongoing effort. The major search engines are all looking for other sites that link back to your site as an indicator of good content.

If a lot of sites want to link to your site,then you must have good content. At least that's what they think. This has been the source for many black-hat SEO tactics in the past.

Today, searchers and search engines are looking for respectable links only.

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So, if CNN.com and CBSmarketwatch.com think your site is worth linking to, then the search engines give that high marks.

There are at least two great ways to generate real, quality backlinks from respectable sites. The first is to do regular press releases. Once those releases are search engine optimized and have relevant links in the releases back to pages on your website, you should distribute them via an electronic wire service. Sites like Business Wire and PR Newswire will share your press release with all major (and minor) news outlets, all of which have website versions and post content like yours on a regular basis. This immediately generates highly respected links back to your site, thus improving your offsite SEO.

Another way to create quality inbound links and improve offsite SEO is to guest blog. This requires you to reach out to blogs that your prospects are already reading. Not sure which these blogs are? Go to Google and type in “guest blogs” and your “industry”. The result will be a number of blog links for your prospects. If you're going to leverage this tactic, be sure to always post only truly useful, truly compelling, truly unique content.

Now, start reaching out to those editors and offer to write a regular blog post. Most of the editors are thrilled to have industry experts contributing to their blogs. After all, if other people are writing posts that means they don’t have to...You are actually doing them a favor! So it’s not hard to become a guest blogger. Just make sure that your guest blog posts includes links back to your site. Do this regularly and you will have an aggressive offsite SEO program that drives traffic to your website

How Digital Marketing Works: Here’s Everything You Need to Know

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Buying behavior has drastically changed over the past decade, and now more consumers are starting (and often ending) their buyer’s journey online, virtually showing the effectiveness of how digital marketing works. This shift in the way that consumers make purchasing decisions and buy products and services has made digital marketing a must for any business that’s trying to compete in the modern marketplace, regardless of size or industry.

It’s important for business owners to understand how digital marketing works so that they can strategically use the right digital tools and campaign tactics to reach and engage their audience. That’s why we’ve put together this handy guide to digital marketing and all of the elements involved in attracting, converting, and delighting consumers online. In this post, we will cover everything you need to know about how digital marketing works so that you can make more informed decisions about your digital marketing campaigns.

What is Digital Marketing?

Before we talk about how digital marketing works, let’s first answer the question – what is digital marketing? Digital marketing is a way to promote brands and products online and through other digital channels. Most businesses have a specific audience they are trying to reach, and digital marketing aims to help businesses reach these target consumers through the internet and other digital avenues.

There are a number of different digital technologies that marketers and companies use to get their marketing message to their target audience. In addition to their website, a company might also use PPC and display ads, email marketing, mobile technology like smartphones, social media, and other mediums to attract and engage their target consumers. (But more on that in the next section!)

Digital marketing is vital for modern businesses because the internet plays a significant role in how today’s consumer makes purchasing decisions. The internet also impacts how consumers actually purchase their products and services. This makes it imperative for businesses to not only be present online but to boost visibility as much as possible.

The days of browsing at a physical store location and asking sales associates for more information about products are gone. Now, consumers use the internet to get the information they need to make an informed purchasing decision, even if they still visit the physical store location to make their final purchase.

That’s where digital marketing comes in. It helps your business reach these consumers wherever they are in their digital buyer’s journey.

How Digital Marketing Works: Each Tactic Explained

It’s important for business owners to understand how digital marketing works so that they can make smarter decisions about their digital marketing campaigns. The key to understanding how it all works is getting to know each element of digital marketing and recognizing how each can help you reach your marketing goals. We’ll go through each digital marketing tactic below and explain how you can use each one for your own business.

Type how digital marketing can be done

                 TYPE OF DIGITAL MARKETING

• WEBSITE MARKETING
• CONTENT MARKETING
• SEO (SEARCH ENGINE OPTIMIZATION)
• SOCIAL MEDIA MARKETING
• EMAIL MARKETING
• Website Marketing
  In many ways, your company’s website is the cornerstone of your digital marketing strategy. This is where many of your target customers first get an impression of your brand, and more often than not, this is where your leads will eventually convert into paying customers. So let’s talk more about how your website plays a role in how digital marketing works.
  The goal of digital marketing is to attract, engage, and convert your leads. Many of the tactics that you will use to do this will ultimately lead your target customers back to your website to get more information or make a purchase.
  
  
  
  Your website is sometimes your brand’s only chance to make a good first impression with consumers in your target market. For this reason, you should pay attention to the layout of your site as well as the colors and graphics that you use in your site design. In fact, according to Adobe, 38% of people will stop engaging with a website if they find the content or layout to be unattractive.
  However, the appearance of your site is not the only thing that matters. Since your website is the center of many of your digital marketing campaigns, it’s important that it is designed and optimized for conversions. This means creating a site that is easy to navigate and read with clear guidance for the next steps consumers need to take to move further down the funnel. This also means creating a site that optimized for mobile devices to improve the mobile user’s site experience.
  If you aren’t sure that your website is effective, it may be time to work with web design experts who can help you improve and optimize your website design. Visit our web design services page to learn more about how web design impacts your campaign results and how a web design agency like LYFE Marketing can help you see real results.
  Search Engine Optimization
  Search engine optimization also plays a big role in how digital marketing works. If you want to reach and convert consumers in the digital age, you’ll need to start with the search engines. A recent research study by Forrester found that 71% of consumers start their buyer’s journey on search engines like Google. If you are not taking the right steps to improve your site’s SEO then you may be missing out on a powerful opportunity to reach a significant amount of leads.
  Search engine optimization is the process of optimizing your site’s content so that it appeals to the search engines. The end goal is to rank higher on the search engine results page (SERP) to increase visibility in your target market. The higher you rank on the SERP, the more organic traffic you can drive back to your website.
  Search engine optimization not only brings more traffic to your website, but it also helps ensure that the leads you are bringing in are of a higher quality. The goal of digital marketing is to attract those who are right for your products or services, and SEO plays an important role in doing just that. By emphasizing certain keywords and topics within your content, you can work to reach those online who are most likely to be interested in your products or services.
  Now that you know how important search engine optimization is to all of your digital marketing efforts, you may be wondering how you can optimize your site and content for best results. Head on over to our search engine optimization services page to learn more about the role that SEO plays in your digital campaigns and how an SEO agency can help you achieve your goals.
  Content Marketing
  Content marketing is another important tactic that plays a significant role in how digital marketing works. Content marketing is essentially when your business creates and promotes certain content assets that are aimed at attracting and engaging your target customers. These content assets can be created for a number of different purposes, including generating brand awareness, growing site traffic, boosting leads, or retaining customers.
  No matter which tactics that you use as part of your digital marketing strategy, you will need to create content to support these tactics. This can be something as short and simple as a thank you email to someone who has subscribed to your email list. Or it can be a longer, more detailed piece like an e-book, that describes and provides information about one of the biggest challenges that your target customers face.
  Here are just a few types of content marketing that you might create to support your digital marketing campaign goals:
  • Website pages
  • Blog posts
  • Social media posts
  • E-books
  • White papers
  • Case Studies
  • Testimonials
  • Videos
  • Images
  • Infographics
  • Podcasts
  • Ad Content
  The key to creating great content assets that help support your digital marketing campaigns is strategically choosing topics that appeal most to your audience. If you haven’t already, make sure that you do some target audience research and even create customer personas to ensure that you know your customers well and can identify what types of content will attract and engage them at each step in the buyer’s journey.
  Ready to learn more about where content marketing fits into your strategy? Take a quick peek at our content marketing services page to find out more about why content is so important and how the content marketing experts at LYFE can help you get started.
  Social Media Marketing
  Most brands today are using social media marketing to support their digital marketing campaigns and drive more traffic to their website. Social media marketing involves promoting your content and engaging with your target consumers on social media channels like Facebook, Instagram, LinkedIn, and Pinterest. This tactic is used in digital marketing to help businesses increase brand awareness, generate more leads, and improve customer engagement.
  One of the biggest appeals of social media marketing is that it allows businesses to reach a wider audience online. For example, 79% of American internet users are active on Facebook. If your business is not trying to reach and engage these consumers on the social platform, then you are certainly missing out on an important opportunity to reach new leads.
  Social media not only works as its own tactic, but it can also support all of your other digital marketing efforts. For instance, if your brand develops an informative eBook that speaks to your target audience’s pain points, you can use social media to promote the eBook and drive traffic to the landing page for the download. You can then re-purpose pieces of the eBook for future social media posts as a way to generate further interest for the content piece.
  If you want to learn more about social media management and how it might fit into your overall digital marketing strategy, be sure to check out our social media management services page where you can find more details about how social media management and advertising fit into your digital marketing strategy.
  PPC Advertising
  Though the goal of your digital marketing strategy may be to bring in as much organic traffic as possible, your business should not ignore the value of pay-per-click (PPC) ads. PPC ads are a type of advertising that involves paying the ad publisher every time a new lead clicks on your ad. Google AdWords is one of the most popular and effective types of PPC ads. Google AdWords helps your business appear on the first page of the search engine results.
  You may be wondering, why should I pay for ads when I’m already working to improve my site’s SEO? Though search engine optimization is important, it takes a long time to start working its magic. That’s where PPC ads come in handy. PPC ads can help you see results more quickly by putting your site at the top of the search engine results page for relevant search terms. By appearing on the first page of the SERP, your business gains new visibility and searchers are more likely to find and click on your site.
  PPC ads not only generate more traffic to your site, but they can help you ensure that the leads you are getting are qualified. Those who are clicking on your PPC ads are consumers who are searching for the topics that are most relevant to your products or services. This means that they are more likely to be interested in your brand and the products or services that you provide.
  Want to know more about PPC ads and how they work in the digital marketing process? Check out our PPC management services page for more information about why PPC ads are essential and how LYFE can help you get started with your next PPC ad campaign.
  Email Marketing
  Email marketing is yet another piece of the puzzle that is how digital marketing works. Companies can use branded emails to communicate with their target audience. Marketing emails are often used as a way to increase brand awareness, establish industry leadership, promote events, and get the word out about special promotions.
  The content of your marketing emails will ultimately depend on your campaign goals. Here are just a few examples of the types of email marketing content you might develop to support your digital marketing campaigns:
  • Send a welcome email when new users subscribe to your marketing email list letting them know what they can expect to see from your brand emails.
  • Deliver promotional content about upcoming sales and discounts straight to the consumer’s inbox.
  • Develop a newsletter that goes out to subscribers periodically to deliver the latest content and company updates from your business.
  • Email leads after they have downloaded content from your site to thank them for their interest and even recommend additional relevant content pieces.
  • Suggest additional products or content assets that your leads and customers may be interested based on their browsing and buying behavior.
  It’s important to note that email marketing is mainly used not for generating new leads, but rather nurturing leads once they have shown interest. Marketing emails can also be used as part of your customer retention campaigns. In fact, according to eMarketer, 80% of retail professionals report that email marketing is one of the best tactics for driving customer retention.
  Like the other tactics mentioned above, email marketing is not used solely by itself. Sure, you might create a monthly newsletter to engage your leads or promote certain sales or discounts through email. However, you can also use email marketing to support some of your other campaign tactics like content marketing and social media.
  Let’s say that you want to hold a social media contest as a way to generate new leads and foster some excitement for a new product that your business is launching soon. Email marketing can be used to support this social media campaign. By letting your subscribers know that the contest is happening, you can work to get more people entered into the contest. In addition, each email that you send to leads and customers can include links to your social media pages as a way to drive more traffic to the platform and your contest.

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