Success in Digital Marketing

Anubhav Gupta
Jun 23, 2022
4 min read

Updated: Dec 24, 2022

Hi Everyone! If you are here you must be wondering about how to get noticed on internet and how to improve the rankings of your website in search results. Well do you know what a good website traffic is? It is 2000 clicks per day (CPD) or 10000 CPD. Absolutely not, as it may vary with the popularity of the topic being touched by your website.

If the topic of very common you will have higher number of users looking for the relevant keywords but also the competition will be higher. So in such scenario the quality of your content needs to out beat others to rank higher, firstly in the eyes of the readers and secondly in the eyes of search crawlers as well.

What is a search crawler?

A crawler or spider are the bots operated by search engine companies to crawl through the websites and index the data on continuous or periodic basis. The data base thus formed helps the companies to deliver search results. The data collected by the crawlers is able to deliver the idea to search engine about the website's content, relevance, authenticity and user experience provided.

What is "Ranking" in search results?

It is simply the position in the search results where your site is listed, and that in turn is relevant in terms of the CPD you shall be getting. For example, if your website is listed on page number 6 of results, your ranking is 50+ as most pages display 10 results per page, and a fraction of users only will go till there looking for information. More than 98% of users will not go beyond first page.

Thus it is desirable to rank on first of results or say amongst the top 10 ranks.

What improves your ranking?

A website has few purposes for a business, i.e. to get users understand the products/services/information offered by you and generate revenue or fan following for you. But for a user it is a source of information, services, and experience. A user will love to have a simple to understand page structure, language and will also seek relevancy of your content.

The same is being sought by crawlers but in somewhat different manner.

Try and look for how google search algorithm works. This will make you understand how important are the following factors:

Keywords: These are the general terms given by users as input to search engines. These may vary a bit from user to user but more or less will make the search engine understand what context is the user looking towards. The more your content refers to the keywords the better chances are there for you to rank higher. It does not mean that you unnecessarily flood the content with keywords as crawlers are pretty intelligent these days.
On page SEO: As part of user experience the web page layout is defined in HTML and crawlers look for proper headers, meta tags, alt attributes of images, links etc. to understand how the page is placed. A page with very short text may not be considered very relevant and similarly a page with lot of content but without any outbound links (references) will be considered inappropriate sometimes. It is thus necessary to focus on the layout along with the quality of content.
Back links: It is very important to have backlinks to your web page. Crawlers understand that if people or other websites are linking to your webpage for reference then your content is being liked, is relevant and is authentic.
Quality of Content: The higher time a user spends on your webpage, higher will be the chances of better ranking. As the analytics program of various search engines understand user engagement and experience, and thus gives your page a score to decide on the rankings.

Social Media

It is a time when without social media no one is present in this world. For personal relations also humanity relies on social media and several beings are into long-distance relationships too. Well same is the case with businesses as well. Whatever you may do with your website and how informative you may be at times you may need to have social media presence to promote your business, reach actual businesses and to be interactive on a continuous basis.

Thus the SEO includes how much is your social media presence, what kind of followers do you have and the value of likes and reshares you get on your social media posts; to evaluate the quality and authenticity of the content.

Social posts also count as the backlinks which we referred to above.

How to go about it?

To be successful with a website be omnipresent - digitally. But that does not mean that one should blast out a large number of accounts and a series of blogs and posts, but it also includes quality and customer experience. There is only one rule and that is to keep a visitor/customer/user happy and engaged.

The content of social posts need to be rich in content, should be genuine, and steadily as the fan following rises so does the ranking of the webpage. With rising ranking the business and revenues will start to rise as well.

Digital Marketing Services

Well, not every blogger is self-sufficient to do all the tasks. For bloggers, rich content may be the strong point but the technicality of the online world and the methodology of publicity is of utmost importance. Similarly, for a business, the key strength may be the product or service quality but the way the information is imparted to the prospective customers may not be the key strength and that’s where professional digital marketing companies come in.

To execute digital marketing people can hire a formal digital marketing company with specific tasks in mind.

Plan marketing strategy with your consultant.
Execute step by step and evaluate continuously.
Ascertain if your business needs content writing services, online advertising, backlinking service, or any other professional inputs. Remember the needs of a business are very dynamic and may change with time.

Key points to consider

Let us re-iterate the key factors we need to understand, about the path to successful digital media campaign.