Tag Archives: Digital Marketing

How To Perform The Ultimate SEO Audit

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One important aspect of taking care of SEO is identifying issues that are hurting search engine rankings and reducing the traffic you get from SERPs. To ensure you’re getting the right results, you need to assess your existing traffic and carry out a website health check by doing an SEO audit.In general, this means looking at on-page and off-page SEO, as well as technical SEO issues.

Here are some of the key SEO audit steps you need to carry out are as follows :

Step 1: Make Your Site Crawlable

An accessible URL is an important SEO ranking factor. Ensure that Google can crawl your site to find your content and know what it is about. An essential tool for this is an XML sitemap that lists all your pages. You can easily create an XML sitemap with Yoast SEO or via the XML Sitemaps tool.You’ll also need to check your site for crawl errors with Google Search Console. Login, and go to Crawl » Crawl errors to see how your site is doing.Learn more about doing an SEO audit for site crawlability here. For Digital Marketing Agency Check Vivid Digital  

Step 2: Secure Your URL

A secure website URL, like the OptinMonster example shown earlier, is an essential SEO ranking factor.Not only do you need to enable HTTPS, but you also need to check your site for other security issues, like:

A. Having some site content that isn’t secure

B. Linking to insecure content

C. Ensuring your security certificate is valid.

Step 3: Use Canonical URLs

It’s also essential to get your site’s URLs right for good SEO. There are two aspects of this.First, check that you’re telling Google which page is the most authoritative on a topic by using a canonical URL.Second, make sure you’re using readable URLs that aren’t over-long, filled with weird characters, or are too hard for visitors and search engines to understand.

Step 4: Optimize Page Titles and Descriptions

Page titles and descriptions affect what people see in search results, so it’s essential to check these out in any SEO audit. Screaming Frog SEO Spider is a great free tool for doing this.To use Screaming Frog, type your main site URL into the search box, and you’ll soon be able to see all the page titles and meta descriptions it finds (up to 500 in the free version of the software).

Look out for missing or duplicated page titles and empty meta descriptions, which can result in reduced search engine ranking. SEO Services in London visit here

Step 5: Look After Content Hierarchy

Content hierarchy (letting Google know which content on a page is most or least important) is an essential aspect of SEO. One way to show this is with header tags like H1, H2, and H3. You can easily assess header tag use with Screaming Frog, as described in this guide.

Step 6: Optimize Images

As mentioned earlier, images are indexed, too, so checking they’re optimized for image search is an essential step in any SEO audit. Ideally, images will:

A. Include a descriptive file name

B. Have alt text which describes them, and is also good for accessible

C. Be compressed, so they don’t slow down page load times

You’ll also want to check that links to images work as they should, and aren’t broken.You can troubleshoot image issues via the SEO Audit tool in SEMrush:

Step 7: Check Site Speed

Keeping images compressed minimizes site load times, but it’s not the only factor to look at. Sites can also be slow because of having too many page requests, too many scripts, and unoptimized code. A good SEO audit will help you find and fix these issues.This is important because slow sites turn visitors off, and reduce your site’s potential to make leads and sales.Plus, if people bounce away because content hasn’t loaded, that affects dwell time. As we saw earlier, that’s an important SEO metric.

Step 8: Use Structured Data to Classify Your Content

Structured data, also known as schema markup, is a way to classify your content to help Google show even more relevant results.Using structured data can help Google work out whether a search for “spiders” relates to arachnids or search engines, for example.Examples of structured data in action include recipe cards and answer boxes., which give searchers a complete – or almost complete – answer to their search query.

 

How To Set Up A Social Media Plan For Your Business

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A social media plan is a to-do list that you follow to create and maintain a social media presence. Use this step-by-step guide to create a winning social media plan for your business.

The following which are shown, is to create a social media plan for your business are as follows :

1. Define Your Social Media Voice and Tone

Before you begin creating social media profiles, check that your voice and tone remain consistent across all platforms.The best way to do this is by creating a social media style guide for your company or brand.The style guide is a written set of communication policies that you can share with your team. It helps create a cohesive presence across all social media channels to build trust with your audience. It also helps your team avoid the type of mishaps that lead to unhappy customers.For Digital Marketing Agency Check Vivid Digital 

What’s a Social Media Style Guide?

A social media style guide is a rulebook for how your brand appears on social media. It should include:

A. Description of your business or brand

B. Buyer personas

C. Logo and approved colors

D. Post formatting style

E. Language and writing policies

F. Customer service guide

2. Create a Content Calendar

Sketch a rough plan of what your content will look like over the next 3 – 6 months.What topics will you cover and how will they relate to each other? Will you offer original content or repost it from other pages?

“About 78% of businesses share mostly original content on social media, or content produced by their company. Of that number, 19% of companies share only original content.”Next, you’re ready to create a detailed list of what you’ll publish over the next 30 days.

A. Topics

B. Headlines

C. Formatting

D. Media types

E. Publication dates for social media content

3. Review Your Digital Marketing Infrastructure

Is your site ready for the new stream of leads that will come from your social media platforms? Use this checklist to make sure you’re ready:

A. Does your site run fast and look great on mobile?

B. Are all your links working?

C. Is your site ready to convert traffic into leads or sales? Think CTAs and solid email software integration.

D. Are your #hashtags ready?

4. Fill Out Your Social Media Profiles

In step 3 of your formal social media strategy, you chose your social platforms. Now you’re ready to create your pages and fill out profiles for each channel. SEO Agency in London visit here

Remember to keep your buyer personas and company style in mind as you go along. Here are a few helpful tips for filling out your social media profiles:

A. Keep your name, profile picture, and logo consistent throughout all your channels.

B. Get to know the personality of each network so your messaging is appropriate.

5. Assign Tasks to Your Team

Now that you defined your style, filled out your profiles, and created a content calendar, you’re ready to assign tasks to your team and start getting things done. If you’re flying solo then this is the time to budget and schedule your time to cover the different tasks.

Here are some of the assignments you need to cover:

A. Content writing

B. Artwork

C. Blog publishing

D. Automation (pre-publishing your social media posts with software like Hootsuite or Buffer)

E. Social listening and customer response

F. Monitoring results with analytics and insights

6. Promote

How will you attract new people to your channels and convert them to followers?

Social media doesn’t live solely on our computers anymore. Today’s social communities involve cross-promoting with the “outside world” as much as possible.You might hold in-store events, network with other businesses, or create photo opportunities that inspire people to want to share with their friends. Get creative with new ideas that compel your followers to talk about your company. Borrow ideas from experiential marketing tactics, and brainstorm with your team about how you might add more value to your community’s day-to-day life.

Best 3 Strategies for Creating an Integrated Video Campaign

If you’re familiar with the TV ad scene, you’ve noticed it’s been a rocky year, and budgets have uncomfortably tightened. All this change is not just in your head; according to research from eMarketer, TV ad spending in 2017 dropped for the first time since 2009. However, digital ad spending has reached new heights at $107.3 billion. This dramatic shift is showing a reality that digital marketers have felt for a long time.

Today, TV is demanding more and providing less. Ad-buying agency Magna reports that, in the last four years, TV ratings have dropped an astounding 33% while ad prices have defied these plummeting audience numbers and increased 20%.

In the face of such a disparity between TV ad spending and the return—or lack thereof—on that investment, it’s more important than ever to design integrated video campaigns that use both TV and digital ads in conjunction to produce desirable results and meet business and campaign objectives.

Maintaining Integrity During Integration

Creating an integrated video campaign can be a challenging endeavor because different styles of video cater to specific platforms. Whereas a TV spot generally follows a classic story arc condensed into 30 seconds, a pre-roll ad gives the viewer the option to skip it after just five seconds of viewing. If you want viewers to quit scrolling through their Facebook news feeds and focus on your video, you need to make the first few seconds enticing enough for the viewer to watch the rest. For Digital Marketing Services Check Vivid Digital

How do you create a video that works for all channels? You can’t. With integrated campaigns, marketers all too often try to use one video to fill multiple roles. They create a beautiful TV spot. Then, they attempt to transform it into a direct response channel, such as paid social or pre-roll. To have a truly integrated campaign, repurposing videos won’t cut it anymore.

3 Ways to Create Effective Integrated Video Campaigns

I would love to be proven wrong and find one video that meets all needs and performs on every channel. But until then, here are three strategies that have worked for me to efficiently and effectively create videos that deliver across the entire marketing funnel:

1. Brief Teams According to the Funnel (Not per Channel)

Briefing your teams by stage of the funnel is the easiest way to ensure that the campaign feels cohesive across many different channels. An integrated campaign starts at the top of the funnel, where marketing teams responsible for items such as TV spots and banner displays should be briefed together. Overall, this brief should focus on how to get potential customers intrigued enough to take the next step. This next step might be visiting a website, or it might be learning more on another channel.

Next, mid-funnel methods include everything from paid social to influencers and even landing page content. When customers arrive here, it’s safe to assume that they already have a certain level of intent, so you need a different approach than the one used in the top of the funnel.

Finally, figure out what converting a customer looks like for your company and goals. For example, when a product is in a customer’s virtual shopping cart, you could break out testimonials, referrals, or other campaign components to influence him or her to add more or similar items.

2. Pressure Test Your Tagline

Marketers are often quick to adopt a tagline that seems to embody the brand. This decision should only be made after extensive testing across tactics. The tagline needs to work across every channel, including online and offline. For instance, Lyft’s “It matters how you get there” tagline works in a TV spot, a paid social ad, after an app download, or as part of a referral campaign.

A tagline must also stay relevant with respect to different stages of the funnel. LinkedIn’s “What are you in it for?” tagline doesn’t just work for creating high-level awareness. It also remains effective when a user has upgraded to a paid account, and it continues to make sense for a business that’s looking to hire new employees. Remember, for an integrated campaign to work no matter where content is placed, it needs a tagline that can go the distance. SEO Company in Hyderabad visit Vivid Digital

3. Think Tactically About TV Spots

When filming assets for an integrated campaign, it’s typical for a marketing team to think about both the TV spot and the corresponding digital videos at the same time. However, other simple steps are often forgotten. Think of it this way: A video shoot is a perfect time to have other members of your team on set who are focused on paid social advertising or website visuals.

Creating a video advertisement results in a huge amount of content that can produce an integrated campaign far beyond the one or two ads being filmed. As customers move further down the funnel, they’ll recognize certain aspects from the TV spot. These moments will result in a much more in-depth experience. Video assets are expensive! Leverage them in a way that produces related content for all of your channels.

Achieving integration is not without its challenges, but the results are well worth the extra effort. In an age where TV ads are becoming simultaneously more expensive and less effective, it’s essential to integrate your video advertising efforts to achieve maximum ROI. Doing away with costly silos in your marketing department is the best place to start. Then, ensuring your tagline can function in any scenario and learning to double (or triple) dip when creating your TV spots. This will prepare you to maintain integration across all channels and at each stage of the sales funnel. Now that you know the steps, it’s time to start integrating!