Internet Marketing Tools: SEO, Search Engine Advertising, Email Newsletters

Digital technologies have become indispensable in today's world. Digital marketing is an integral part of the work of promoting goods and services. In today's post on the LLC «ElectraQuix» blog, we'll start to explore this topic, in particular, we'll talk about some of the digital marketing tools. They are a kind of bridge between brands and their customers on the Internet.

Search engine optimisation
How do you get to the top of Google's search results? This is a question that business owners and marketers often ask themselves. Search engine optimisation (SEO) is the process of optimising your website to improve its visibility in the organic results of search engines such as Google. You've probably noticed that some websites appear on the first page of Google for certain keywords, while others appear on the third or fourth page. And this isn't about paid search advertising. It's about optimisation.

Most internet users start their search for information, products or services by using search engines. If your website is optimised, it will appear higher in the search results. This increases the likelihood that more people will visit your site.

Here are some tips for the content on your website:

Understand what words or phrases your target audience uses to search for information online;
Create content that answers your audience's needs: this could be content for a blog section or a description of your products or services;
Make sure your keywords are used naturally in copy, headings and subheadings.

You can seek a one-off consultation with SEO specialists or hire a separate specialist or agency for your project for full optimisation. Don't expect instant results. It takes several months. The process takes time and constant effort. Consistent work on optimising your website can significantly improve its position. SEO is a relatively free way to be present on Google. You have to pay to get on the first pages, but you invest your time and money in services and the work of specialists.

Search engine advertising

Paid placement is available through search engine advertising. These ads appear in the top positions of Google search results. They are shown based on the user's search query and are relevant to the user. For example, if a user types "buy a laptop" into a search engine, they may see ads labelled "advertising". Bidding plays a crucial role in search advertising. The price of search advertising can vary depending on the niche and industry. Unlike SEO, the first results of paid advertising can be seen on the first and second day of the campaign.

Email Newsletters

Email newsletters are another digital marketing tool. It is also a relatively free form of advertising. Segmentation of messages is useful when working with this tool. For example, if a customer has bought running shoes, you can later send them offers for running accessories. The most common mistake is to send the same email to all customers or social media followers without taking into account their individual interests or behaviour.

Tips for working with email:

Analyse the open rate of your emails, test email subject lines;
Have a specific goal, keep your emails focused and concise, choose one or two key topics or offers;
Track the reason for unsubscribing. They may be receiving messages too often, or they may have become irrelevant or uninteresting to the consumer.
Check how your newsletter looks on different devices: computer screen, smartphone or tablet;
Do not use black email databases for your email campaigns;
Make sure that your email marketing data complies with all legal requirements, in particular regarding the collection and processing of personal data.

Based on the materials from The Long Game educational project