Digital marketing is an indispensable part of most brands’ marketing mix today. This is reflected in South African digital marketing expenditure, which according to PwC’s research, will reach R3.7 billion in 2017. PwC also predicts that search marketing will remain the primary digital advertising format going into 2017.
By examining the top 5 Google search queries (Google Webmaster Tools) belonging to Website A (a website I have analysed over 12 months) in August 2014, I noticed that mobile searches were more specific and time-specific than the equivalent desktop searches. The top 5 desktop search queries were broad and
Apps – App Optimisation (ASO)
Apps play a key role in the usage of smartphones and
TV & Search
Google has got TV covered. Google can potentially work out what a person is watching on TV by factoring in their location, the time and what’s currently on TV. This, in turn, may refine a person’s next search results. This system is already part of Google Now.
Desktop organic search traffic is still king when it comes to the ‘quality’ of visitors, and when it comes to time spent on the website, pages viewed per visit, conversions (such as completing test drive and
A fantastic user experience and exceptional, relevant content (websites with ‘thin’ content will be penalised further within Google search since the recent release of their Panda 4.1 search algorithm update) are integral components of properly executed SEO, all of which will increase the number of overall website conversions; no matter the source, whether it is from social media, paid search or display ads.
Google’s New Sitelinks Search Box
A user can now search a website’s content via a search box feature which has a more prominent position within a website’s search result listing. This helps remove a step in the search process for users who are looking for content on a large site. It is worth setting it up if it is going to improve users’ search experience relating to a website.
Google recommends this feature for vast websites, for example, those that have 1,000 pages or more (my estimate), such as Website A. In order for this functionality to be activated one needs to do the following:
It makes sense that a gigantic website such as YouTube has such a feature:
Google’s New Structured Snippets
Google has revealed that it will tweak some of its search result page (SERP) listings by incorporating additional, factual (such as an item’s specifications) information. According to Google: “Structured Snippets is a new feature that incorporates facts into individual result snippets in Web Search.” Unlike rich snippets (Schema.org), Google does not require extra computer code (markup) to be added to the website for this new feature to work. Google utilises factual data from useful, relevant tables of data from within website pages. I think that Structured Snippets have a great potential; they could be an exceptional add-on to a car brand website’s SERP listings for car models, by including some vehicle specifications. Below is an example of a Structured Snippet:
Social Media – Facebook Still Dominates
I touched on the high value of Facebook in my previous article, but I need to emphasise that Facebook can really be a force to be reckoned with if its organic (Facebook Page maintenance) and paid elements are implemented correctly. Facebook was the third-largest provider of visitors to Website A, after direct visits and
It is likely that most brands in South Africa already have Facebook Pages, but these brands should ensure that they are maximising their ROI from them.
Make the most of digital marketing
A digital agency should apply fresh thinking and innovative practices to digital marketing. Brands should spend the time to set concrete and worthwhile KPI’s for each of their digital marketing campaigns and should hold digital agencies fully accountable for them.
PwC Internet Report
Search Engine Watch
Search Engine Land
Stephen Sandmann – SEO Strategist, Neo@Ogilvy South Africa.
Neo@Ogilvy is a leading South African digital media buying agency; offering turnkey digital media buying, search engine marketing (SEO & PPC), social media marketing and mobile marketing. Neo@Ogilvy is a global market leader; with 800 professionals in 40 offices across 32 countries.
Social@Ogilvy is a global, cross-discipline team of social experts from across all of Ogilvy’s businesses. We know there’s a new customer and stakeholder journey defined by the increasing impact our networks have on purchase decision and our behaviours We design integrated social solutions that combine deep disciplines like CRM, public relations and shopper marketing and rooted in what drives behaviour.
This shift is happening in one way or another all over the world. That’s why we have grown the world’s largest global team delivering solutions relevant in each local market. We are a true global network with a common approach. And it’s more than just marketing, we design social business solutions that use the collaboration and advocacy strengths of social media to drive value internally and in customer relationships while at the same time managing risk.