The Crucial First Step in Building a Digital Marketing Plan

This blogpost is extracted by Charing Kam from our new eBook, How To Use Digital Marketing To Grow Your Business.

Your website is the foundation of your digital marketing. It’s the piece of real estate your business owns on the internet, where you can tell people about your product, publish original content that helps them reach their goals and overcome their challenges.

But building a pretty website isn’t enough. You need to make sure you optimise it so that it generates a constant flow of visitors, leads and customers.

More and more people use search engines to find information — it’s the first point of call when you have a question or you’re looking for information about pretty much anything. So, it’s important for your website to be displayed in search results so that when people are searching for something related to your company, they can click through to your website and find the information they’re looking for.

Search engine optimisation, or SEO, is the key to getting your website discovered via search engines like Google, Bing, and Yahoo. The traditional approach to SEO involves two sets of tactics: on-page SEO and off-page SEO.

On a basic level, on-page SEO is the strategic implementation of keywords on your website, including in page titles, headers, meta descriptions, and other elements you can see. However, it can become much more technical, looking into improve your site structure, page load speed, and the rate at which Google is able to index your website.

Off-page SEO refers to improving your website’s overall authority, which is largely determined by what other websites are linking to you. The goal with off-site SEO is to attract inbound links (or “backlinks”) from relevant, authoritative websites.

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