Obstacles for social media marketing come in many sizes and styles. What seems like an opportunity may turn out to be black hat tactics to optimize a website. Unfortunately these quick fixes ultimately wind up costing your website in terms of credibility.
Are there ‘fast’ methods to overcome obstacles and climb to the top of a keyword search?
First, there are always ways to overcome impediments, it’s really a function of understanding that there are multiple ways to get to a finish line. When I used to teach media buying that was one of the great things that you could count on. If you understand who your audience is, you may recognize that there are multiple ways to reach that audience.
With media buying we used to talk about reach and frequency. Reach is the breadth of the audience – geographically or demographically or raw numbers. Frequency relates to the number of times you may need to “touch” a prospect to result in action. We used to use the benchmark of three touches as a minimum to determine the ultimate buy.
Tactics to improve visibility in search engines typically focus on optimizing for a keyword. Anyone who tells me that they want to be number one on Google must clarify what they wish to come up for. There are many more searches for a broad keyword, like “Marketing” than there are for a more specific keyword phrase such as “social media marketing agency New Jersey”. The more specific you are in your search and the longer the keyword phrase is, the easier it is to optimize for that keyword.
While there are always obstacles, such as other website vying for the same phrase, the more specific you are, and the more specific your keyword phrase the more likely it is to be able to be shown as the first result on Google.
Another interesting note: the more specific the search is, the more likely the prospect is closer to a sale. When people begin searches for something, they use broad terms. It’s like doing research. As they start to understand the topic and they begin to find what the options are, the search becomes more and more defined.
Our video shares some of the ways to overcome obstacles. Stay focused and if anyone promises you that they will get you to number one on Google, be sure that you understand exactly what that means from their perspective. And also remember, that traffic to a website does not correlate to sales. More traffic is helpful, but only if it’s the right kind of traffic, finding you for the right reasons.