Running an effective digital marketing campaign requires an expert balance between Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and content. When discussing this with clients, I always explain this delicate balance with an analogy: the idea of throwing a pool party.
To throw a successful pool party that runs smoothly you must have a few critical components:
People to invite over
People are a critical component to a successful pool party. And when inviting people over to your house, it helps to know them really well so you can do everything possible to make their experience most enjoyable. Do they have any allergies? Are they afraid of your dog? Do they love cookies? Make sure you know your guests and their needs like the back of your hand.
Same goes for SEO: If you want your SEO efforts to be successful, you need to know your audience really well and anticipate their needs. That’s why we recommend every client first focus on the development of audience personas and market research of similar products or services.
A clean house and a clean pool
Is it possible to throw a party with a messy house and a dirty pool? Of course, is it ideal? Absolutely not. Throwing a well-organized function will make for a stronger first impression and a more memorable, less stressful experience for both you and your guests.
Cleaning and organizing your house is similar to utilizing SEO best practices on your website, ensuring elements can be found and used at a moment’s notice. SEO best practices are forever changing and evolving, and require frequent adjustments and updates.
The actual pool
You can’t throw a pool party without a pool. It’s the thing that draws guests over to have the experience with you in the first place! (Outside of your friendship and hospitality, of course.)
As algorithms and crawlers grow and change, becoming more efficient along the way, we find the focus of ranking factors shifting more and more towards relevant content. The key to a successful website relies on relevant and well thought out content that delivers the right message at the right time. Your site content should be tailored to your audience and inspire action.
If you're throwing a pool party and it's clear that's what the party is about (the pool), expectations are set. Your audience – I mean guests – will come equipped with everything they need: a swimming suit, sunscreen, and hopefully margaritas. And because they’re properly equipped, they’ll be much more likely to jump in the pool when they see the water glistening in the sunlight.