One study shows that during an online product or service search, more consumers are ignoring banner ads because they do not trust them. However, research shows that in January 2018, over 80 percent of Americans bought an item online meaning that digital traffic is growing by the day. For this reason, it is critical for businesses to come up with new marketing strategies to reach their customers. Below are the top three Google’s digital marketing tips for SMEs help them increase their online presence.
Update Your SEO Frequently
Many SMEs have great products and services, but their poor marketing strategies do not help them in attracting the right customers. Consumer behavior suggests that potential customers do not scroll down the results page after a search. In this case, the location of your businesses’ website in the results page during a search is a critical aspect of reaching the right customers.
According to Google, you can improve your online presence by frequently updating your Search Engine Optimization. This can be done by identifying the keywords that make you business gain traction and frequently update them on your blogs and Meta descriptions. Since Google updates its search results algorithm at least 500 times annually, your business should also try to adapt to these changes as frequently as possible.
In addition, be sure to carry out an SEO audit from time to time to assess your user-website interaction. This practice might help you understand the impact of your previous SEO update and adjust your next strategy accordingly.
Improve Your Mobile Marketing Experience
Gone are the days where designers and programmers focused on improving the desktop version of websites. Research shows that more people are adopting mobile commerce through portable devices including smartphones, laptops, and tablets. In this case, it’s critical to ensure your website’s content looks great on all devices. Email marketing on portable devices is also on the rise meaning that consumers expect cohesion in content display.
In addition to desktop SEO, it’s essential to have a device-optimized website to improve your user’s mobile experience. Google encourages SMEs to use its free ‘Test My Site’ online feature to access steps to optimize their website’s performance on portable devices. However, designing a website for mobile is quite challenging even with Google’s free feature since it requires creative design strategies.
Embrace Paid Ads
Social media is a powerful digital marketing platform for businesses to advertise their products and services for free. Some SMEs consider blogging and posting Youtube videos as a better option. However, these strategies are only limited to a few people who visit the businesses’ timeline and do not reach new customers quite often. SMEs are encouraged to invest in paid ads on platforms such as AdWords to help them reach more potential customers.
Google works by tying searches to paid ads by including them as pop-ups at the top of results pages. Since most people across the world use Google as their search engine to look for products and services, it’s highly likely that they will see a paid ad at the top of their result page. This practice encourages ‘lazy’ customers to click on the advertisement which translates into an increase in the customer base for the SME. As an incentive, Google also offers this SMEs a feature that tracks user responses which can be used to measure the return on investment.
Today and in the future, a business with an excellent digital strategy that improves its online presence will definitely have an edge over its competitors. Therefore, it is critical for any business to not only follow Google’s digital marketing tips but also keep up to date on the dynamic consumer trends. These practices will boost your sales as well as help create a positive impact on your brand.
by: Vincent Stokes