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you perform a search on Google, why do some sites show up at the top? For example, if you type in “the best pizza in New York”, some sites show up at the top of search results and many will not.

Why is it critical for your business to focus on SEO?

Let’s take a look at the stats to know why:

25% of people click on the first Google search result. This means if your website isn’t the first on Google search result for relevant keywords, you will lose 25% of your customers straight away.

The click-through-rate (CTR) falls sharply after position one. If your site is at the tenth position in Google, for instance, you will get a disappointing 2.5% click-through-rate. And you don’t want your pages to be on the second page because people rarely go there.

SEO is the answer if you want to put your business at the top so you attract the most potential customers.

Let me define the term SEO real quick:

SEO stands for search engine optimization. It is a process of increasing your site’s visibility for relevant search terms. If you want to get more consistent and relevant traffic to your site through search engines, SEO is the way to go.

When it comes to digital, things change rather quickly. Every week we come across a new method or hack that promises great SEO results. One thing effective today might become useless tomorrow.

So, it’s hard to determine what deserves the most attention. And not all of the techniques deserve the same results. But let me give your some valuable SEO tips:

Increase your page speed: remove anything that is slowing down your website because a one-second delay in page load time leads to a 7% loss in conversion.

Encourage reputable sites to link to yours – inbound links are the lifeblood of search engine rankings.

Focus on on-page SEO because it helps search engines understand what your web pages are all about – write unique meta descriptions for every page.

Create unique content based on your targeted keywords

Search Engine Marketing (SEM)
Digital is a noisy world, no doubt about that.

Millions of businesses are out there struggling to get their share of online attention. And it’s never been so important to market online.

We talked about SEO which requires long-term efforts to produce significant results – SEO doesn’t produce quick results. And you can’t wait for a year to get your next clients through your business website.

That’s exactly why you need to explore more about SEM.

SEM is an effective way of marketing your business primarily using paid advertisements that show up on search engine results pages (SERPs). I am sure you have seen those ads popping at the top and at the bottom of Google search results.

Often called pay-per-click ads or ppc campaign, these ads can be used in a variety of formats; for example, text-based ads, product listing ads, product-based advertisements, etc.

The concept of SEO is based on an organic way of getting higher rankings. In the case of SEM, you pay search engines a fee to get clicks and traffic. However, both tactics are meant to help you dominate SERPs.

Let me quickly list the types of SEM:

SEO (organic search)

Paid search

Local search

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Keywords are the foundation of SEM

SEM or search engine marketing comes in handy when you have to grow your business in a competitive marketplace. But it’s important to get it right to generate a good return.

To get it right, you have to conduct comprehensive research to choose and target keywords.

When I say keywords, this means the terms or words your prospective customers are likely to use when searching for your products or services.

There are plenty of tools you can use to find valuable information related to keywords.

To master the art of SEM, first, you need to learn how ad auctions work, how to identify the right keywords to bid on, and how to set the right budget.

A common misconception

People often think that whoever has the highest budget wins. If you are intentional, use the right keywords, and consistent then you can watch your organic search skyrocket over time without paying a dime for advertising.

We grew our blog to 50,000 monthly readers organically (without using ads) by using a highly customized content marketing and digital strategy.

Content Marketing
Content is vital in digital marketing. Whether you create a business website, social profiles, paid ads, or anything else, you need powerful content to get your message across.

What does come to your mind when you hear the term “content marketing”? Blog posts? YouTube videos? Facebook?

Surprisingly, content marketing has been around well before the internet. Some of the biggest brands in the world have used content marketing to become what they are today.

Let me give you an example:

Johnson & Johnson launched a publication called “Modern Methods of Antiseptic Wound Treatment” in 1888. The company published that content to fulfill the informational needs of doctors to whom they sell bandages.

The internet, however, completely revolutionized the way businesses utilize content to improve their bottom line.

Many people call content marketing a trend. I believe content marketing is at the core of whatever you do to attract customers online.

It’s all about storytelling

When you tell great stories, it helps you add human elements to your content. People are likely to love those brands that tell great stories.

Storytelling is not just about fictional characters or imagination. It promotes the feeling of bonding, love, and well-being in your body.

In case you are wondering how to learn the art of storytelling, here are some tips:

Engage your audience senses

Use curiosity, suspense, and tension in your stories

Don’t forget that you eventually want to sell a product or service

Leave your audience with a sense of awe

Content marketing helps you build a strong relationship

content marketing and digital marketing efforts

Content marketing is a long-term strategy that makes it super easy to build relationships with your target audience. Unlike a paid advertising campaign, content marketing shows that you care about your audience.

You craft individualized content just for their specific needs.

We know today’s consumers like to build relationships with brands that care about their problems and keep their audience engaged through compelling content.

Content marketing is much more than blogging. Later in the post, I will talk more about the type of content you may use to deliver your message to the right people.

Social Media Marketing (SMM)
I am sure you already know how big social media is and what kind of impact it can create for a business.

Social media is one of the biggest digital marketing channels businesses have been using to achieve their goals.

Did you know over 3.6 billion people used social media in 2020? This number is projected to increase to 4.4 billion in 2025.

Do you want to miss the opportunity of connecting with more than half of the world’s population?

Social media is a key part of any comprehensive digital marketing strategy.

The widespread use of mobile phones and social media is an incredible opportunity for entrepreneurs and marketers to grow their following.

But what is social media marketing and how it can benefit your business?

Social media marketing or SMM is the process of creating unique and relevant content to boost social following and engagement. When done right, SMM can produce the following for your brand:

Audience growth – gain a dedicated loyal following

Drive traffic to your website

Establish a reputation and build trust

Build long-term relationships
Needless to say that digital marketing is essential to business growth, but you can’t implement all of the techniques and strategies.

I wouldn’t recommend you to try everything if you’re just getting started. But social media marketing is something you can’t skip.

In fact, social media is a great place to start.

Did you know an average American adult spends 38 minutes on social media every day?

I understand how difficult it is to get yourself heard on social media. Platforms like Facebook and Instagram are crowded places. And it’s not easy to reach your prospective audience through organic reach.

Solution? Create the right message and put it in front of the right people at the right time.

Use ads to boost your reach, but make sure to find the right audience. That’s where the magic happens – Finding the right audience with the help of advanced targeting options.

Pay-Per-Click Advertising (PPC)
You probably have heard a little about PPC marketing, especially if you are an entrepreneur or a coach. You already know that PPC is one of the online marketing channels that can be used to market your business.

Let me define PPC to help you better understand the concept:

Pay-per-click or PPC is an online marketing technique where you pay a fee each time someone clicks on your ad. Or, you can say it’s a way of buying visits to your website.

Instead of driving traffic organically (SEO), you try to buy visits.

PPC is a popular form of SEM which enables you to bid for ad placement. Whenever someone searches something using a keyword that is related to your business, your ad will show up somewhere in Google results.

For example, if you bid on the keyword “best business coaches”, your ad will be shown in Google results whenever your prospective clients search on that keyword.

Google Ads is the most popular form of PPC

As I mentioned earlier, Google Ads operates on a PPC model: you bid on keywords and pay a small fee for each click on your ads.

When a user initiates a search, Google looks into its pool of Ads and selects a set of winners to appear on the search results page.

How does the giant search engine choose the winner?