What are the common approaches to digital marketing?

Digital marketing, also called online or Internet marketing, has emerged as the most common way of promoting any business, especially after the COVID-19 pandemic. It helps to create brand awareness with the use of online resources. Slowly, but surely, digital marketing is taking over traditional marketing media and it is only about time when small to large businesses will depend on the Internet for promotional activities and connecting with the target audience. With Nhance Digital, you can be part of this revolution from now and reap the long-term benefits.

Here are some of the highly-used and main approaches to digital marketing that you should know.

SEO and SEM

SEO (search engine optimisation) and SEM (search engine marketing) are quite similar, but consist of different actions. They also relate to different aspects of digital marketing. SEO is the foundation for SEM and when each of them is used correctly, there is a good chance of getting high-quality website traffic.

SEM refers to paid search advertising whilst SEO is about organic search advertising. SEM are ads that appear before organic search results at the top of the page. Typically, this has a lot to do with the correct placement and usage of keywords.

SEO is a process that helps in enhancing the online visibility of a web page or website. Search engines assess certain things on a website like, keywords, tags and link titles to attract organic web traffic.

SEO is for unpaid traffic whilst SEM is for targeted traffic that you have paid for. Both of these strategies work in tandem to help websites achieve the desired goals and results. At Nhance Digital, our team of professionals are proficient in running both paid and unpaid ad campaigns. If you want to understand the difference between the two and how each work, you can talk to us.

Content marketing

Content marketing refers to the content that you will be displaying in front of your target audience. In order to create content that immediately attracts the attention of your audience and the search engines, you have to conduct thorough keyword research. Even though Google and other search engines condemn keyword stuffing, they have not done away with keyword usage altogether. Also, owing to algorithm changes and the focus shifting to user experience, search engines prefer keywords that seem to be naturally inserted rather than being forced into a sentence.

Apart from keyword research, content ought to be well-researched, interesting and informative. It must be written to impress both users and search engines.

Today, there are many different types of content that you need to focus at once, such as:

  • Writing content to be featured on Google snippets, which means that your content has to be broken using bullets, number listings and so on. Also, it can be written in a Q&A format.
  • Evergreen content, which remains on the Internet for a long time and does not lose its value even as time passes
  • Long-format content that is about 1000 to 2000 words and contains in-depth research of the subject
  • Short-format content of about 500 words is also widely used as it helps to give important news to the users
  • Short content as social media posts

Responsive website design

As mobile usage surges and mobile searches continue to surpass desktop searches, responsive website design cannot be ignored anymore. Instead of having separate websites for desktop and mobile, we suggest our clients design a responsive website that automatically adjusted and adapts itself across different screen sizes. A responsive website is user-friendly and also easier for webmasters to keep it updated. You only have one website to maintain. With Google’s mobile-first index, websites that can be opened on any device are given more preference when it comes to ranking.

Social media marketing

Social media marketing is the process of creating customised content tailored to suit individual social media networking sites. Social media drives sharing and user engagement. It gives businesses a great platform to interact with their target audience on a personal level. But, businesses need to be careful about having a solid plan when it comes to social media. You cannot randomly post anything. Also, your posts should not always be just about your business and products or services. For instance, the pandemic has shifted the focus of customers. They want to be associated with brands who have empathy. So, the posts shared can be about your business, but also about how much you care about your customers.

Also, social media marketing leaves you vulnerable to criticisms. So, you need to have a strong team of social media marketers ready to respond to comments and criticisms.

So, these are the most common approaches to digital marketing. If you wish to know more about Nhance Digital’s digital marketing agency services, feel free to reach out to us.

How to avoid building bad links?

SEO professionals and website owners go to great lengths to ensure that their websites get ranked on the first page of Google. But, you will always find unscrupulous competitors launching attacks to impact your website’s organic traffic. However, it not always competitors, but also your own spammy backlinks profile that can get your website penalised by Google and other search engines. When you are crafting a link building plan, it is important to know about bad links and how to avoid them. Being an SEO link building company, Nhance Digital has outlined some of those spammy links that you should beware of.

Press release links

For the past 10 years, press release links used to be very popular. Also, these links were easy to acquire. All that a website owner had to do was write an informative press release and syndicate it to several press release distribution websites. This assured that the website owner would instantly get a lot of links. This tactic did work well until it got abused.

But, Google considers press release links as a link scheme as they are very easy to manipulate. So, when you are writing press releases, make sure to avoid over-optimised anchor texts that are targeting your main keyword.

If you have to have a website link in your press release due to unavoidable factors, ensure that you are using branded URLs or naked URLs as your anchor text. Also, use only one link.

Links from foreign guestbooks

Links like these are considered to be extremely manipulative. These links can be placed manually or with the help of an automatic programme. If you have a lot of these links, it can cause your ranking to drop drastically. So, if you are in doubt of such links, disavow is the only option.

Discussion forum links

To be clear, we are not saying that links from all discussion forums are bad. If you are acquiring links from high-quality websites, an established user or maybe the link itself is not spammy or manipulative, you can consider keeping the link. You just have to make sure through link audit that the backlink is not spammy.

However, if you are getting thousands of links from foreign discussion forums and most of them are low-quality links, you need to disavow them. Spammy links are not liked by Google and this might make the search giant penalise your website. So, always ensure to have links that are of the highest quality and adhere to the regulations set by the search giant.

Random nofollow links

If you think that you can fool Google by randomising your footprint so that your spammy backlinks go undetected, you are highly mistaken. Google’s algorithms are constantly updated and they are getting smarter by the day. Also, it is easier said than done to randomise footprints and fool Google because the act of nofollowing a link is considered to be a footprint. If your website gets multiple links from websites that are nofollowed, it is an indicator that something is not right.

Even if you are using an automated programme, sooner or later, the search giant will discover your tactic and all your efforts will be in vain. You will even lose the links acquired through white hat link building techniques.

PBNs or private blog networks

PBNs are considered to be an amazing way to build links and get a good ranking in the SERPs. You can even randomise your footprint and everything will be well. By using this technique, you can continue to see good gains.

But, those days are gone. Today, if you rely on PBNs on a huge scale, you will end up getting your website penalised and you could even lose organic traffic. Google is capable of identifying, detecting and even punishing PBNs.

Directory submissions

Directory submission services will always try to convince you that you will receive fantastic traction from their links. They will also claim to help you boost your search engine rankings. But, sadly, this is not the truth. If you continue to submit to poor quality directories, you are only harming your rankings in the long run. You can make use of high-quality, relevant directories as that will even help your SEO efforts, but avoid low-quality directories.

Blog comments

Blog comments have been around for a very long time and they have also been abused. Comment spam is a technique that you must avoid at all costs. However, there is a way around it. You need to leave relevant comments on high-quality websites.

So, these are some of the bad link techniques that you must avoid. Make sure to only get links from high-quality websites that are relevant to your brand. If you need more help, Nhance Digital’s link building services are here for you.

7 Essential On-Page SEO Factors You Need to Know

Today, succeeding in organic search means optimising for a combination of factors that are considered to be crucial by the search engines, especially Google. This includes off-page, on-page and other technical factors.

Over the years, we, at Nhance Digital, have noticed that a lot of importance is given to off-page techniques like link building. But, we want to tell you that on-page SEO is just as important. If you do not take into consideration on-page factors, off-page SEO is not going to be of much help to your website.

If you are not aware of what on-page SEO means, it refers to the process of optimising web pages to boost a website’s rankings in the SERPs and drive organic traffic. Besides publishing high-quality, relevant content, on-page SEO includes optimising HTML tags, headlines and images. It also means ensuring that your website has a high level of authoritativeness, expertise and trustworthiness.

Take a look below at the most important on-page factors that you should know.

  1. Title tag

The title tag is an HTML tag that is found in the head section of each web page. This provides visitors with an initial clue about the topical subject matter of the respective page. This is prominently featured in the SERPs and also in the browser window.

The title tag is often overlooked because, by itself, it does not have a lot of impact on organic rankings. But, duplicate, missing or poorly written title tags can negatively impact SEO results. So, make sure that this element is optimised properly.

  • Headlines

If you want your website content to fare well on search, you need to start writing attention-grabbing headlines. You might think that coming up with a blog title is too basic, but if the headline is not compelling enough, it will go unnoticed. A killer headline is a difference between an impression and a click. This is why you must create headlines strategically. It needs to spark an interest so that users are tempted to click and go through the content.

  • Meta descriptions

Meta descriptions have always been an important point of optimisation in SEO. Meta tags and description often sum up what the web page is about and this is displayed in the SERPs. You will find them under the title of the web page. Even though Google says that meta descriptions do not help with rankings, there is evidence that descriptions to help to convince users to click on the link.

If you can correctly write meta descriptions, it can help you in the following ways:

  • Improve the perception of the quality of the result
  • Boost click-through rate
  • Enhance the perception of what your website has to offer
  • Header tags

Headers tags are also HTML tags that are used to identify not just headings, but also subheadings within a content. Headers tags do not perform an important role when it comes to ranking, but they serve an important purpose for SEO and your target audience. With header tags, content can be made much more enjoyable and easier-to-read. Also, it can provide keyword-rich text to search engines and makes it easier for bots to understand what the content is all about.

  • Keyword cannibalisation

The more pages you have targeting one keyword, the chances are high for the website to rank for that keyword. This is what most people think, but this approach is false. If you target one particular keyword across different pages, you are basically setting up your website for keyword cannibalisation. This can have terrible consequences for your SEO efforts.

With multiple pages ranking for the same keyword, you are competing against yourself. So, we suggest that you identify if you are making this mistake and if you are, it must be resolved at once.

  • Image optimisation

If you want to make your web pages appear more appealing, you can think of adding images. But, all images are not made the same. Some of them might end up slowing down your website. To avoid this, you need to optimise the pictures and ensure that your website’s speed remains unaffected. Image optimisation ensures faster page load times, better user experience and additional ranking opportunities.

  • Content audit

Webmasters are always busy with creating new content and this is why they forget about the existing content on their website. It is important to evaluate the content already existing as it will help you identify whether the information given is still accurate or it needs to be updated. Your SEO strategy can greatly benefit from content audit and make sure to do it regularly.

So, these are a few of the on-page SEO factors that you need to know. If you need any help, turn to Nhance Digital and leverage our affordable SEO service in Glasgow.

Social Media and SEO – How Do They Benefit Your Business?

The search industry is always abuzz about how SEO is influenced by social media. Social media offers a lot of benefits in the marketing context, which include brand presence and recognition, customer service, driving website traffic, content marketing and more. Even though social media and SEO may look like different activities, there is no doubt that they help each other. To help you understand the relationship between SEO and social media, Nhance Digital’s team of professionals have outlined a few important points below.

Before we begin, let us tell you that the growth of social media has been unprecedented. Just after a decade of its introduction, Facebook is viewed as nothing short of a social media superpower and in a matter of 7 years, Instagram has grown to boast of more than 700 million users. Facebook boasts of 2 billion users and more gets added every minute. So, it is safe to say that social media has ushered in some serious changes to the field of digital marketing. It would be wise for you to leverage the power of social media, along with SEO because you can be sure that your competitors are already doing so.

SEO and social media – a complicated relationship

In the past, Google has made a lot of contradictory statements regarding social media’s role in its ranking algorithm. On the one hand, the search giant has stated that social media pages are indexed the same way as web pages, and therefore, social links count as links. But on the other, they have stated that their ranking factors are not directly influenced by social metrics.

Even though we cannot say that social metrics directly influence search engine rankings, their impact is indirect as links from social media websites are valued just as much as links from high-authority websites. This is why we always recommend our clients to leverage social media to enhance ranking signals and also stay connected with their customers.

Take a look at the SEO metric-specific boosters that you can get from social media.

  • Link earning – For any link building strategy, link earning is considered to be the Holy Grail. This will help to acquire several links from one piece of content. You can learn multiple links from your content with the help of your social media connections. With the help of this platform, you can easily reach out to hundreds of people. The more people that you reach out to, the people get to see your content who are not in your direct contact list. Moreover, there is a chance that you might go viral in social media and this can impact your search rankings.
  • Co-occurrence and co-citation – Dissemination of content using social media provide touchpoints with your brand across different platforms. This helps your brand to remain in the minds of your potential customers. In turn, this helps your brand to get mentions across the Internet and the chances of increasing your co-occurrence and co-citation metrics are high.
  • CTR and brand authority – Social media can be utilised for not only building brand awareness, but also authority. By engaging with your target audience through high-quality social media campaigns, you can develop your brand in the eyes of the public. Also, when people search about products that you sell and come across your name on the search results, they’re more likely to click on your website. This helps in improving your click-through rate. Another way to improve that is by providing your website link as part of your social media bio. This will help those who want to know more about your brand.
  • Social media in the SERPs – Social media profiles are delivered within the search engine result pages. As a result, if you have a strong social media presence, it is going to impact on your SERP presence.

There may not be direct benefits of using social media with SEO efforts, but the indirect impact cannot be discredited. If you combine your social media efforts with your SEO plan, your business can get the online visibility, reach and traffic that you desire. Moreover, this can also help you engage with potential customers that are outside of your immediate targeted market. That’s not all. You can join hands with social influencers and make use of their massive following to boost your brand, products and services. This way your brand will be known far and wide, and your long-term SEO plans will stand to benefit. After all, the more people know about you, the more are your chances to convert them into actual customers.

If you want our help with your digital marketing efforts, do not hesitate to reach out. You can avail Nhance Digital’s SEO and social media marketing services to boost your business growth and success.