The start of a New Year always brings around reflection and planning for the year ahead- more importantly, looking at what communication channels you’re currently using, assessing their effectiveness (normally by ROI because at the end of the day that really is THE most important thing) and exploring other ways in which you can gain competitive advantage and keep up with the ever-changing digital world.

So, what will be big in 2021 and what do you have to do to stay relevant in the year ahead? Well you’ve come to the right place…..keep reading and we will tell you just that!

 

  • Social Media will become a top channel for PURCHASE rather than just discovery.

Facebook and Instagram are making it even easier for customers to purchase products without having to do much or click on too many buttons. So, if you’re an ecommerce company and you’ve not yet set up Instagram shopping….you better start soon, or you could be missing out on brand visibility and ultimately sales.

 

  • Virtual events are here to stay!

If you’ve not renewed your Zoom subscription yet, you’ll need to get your credit card out because virtual events are here for the foreseeable and we can’t blame businesses for turning to this. With 2020 showing us that we can still bring people together when they are millions of miles away from each other and we’re still able to educate and inform them in the same way that face-to-face events did them it makes complete sense! Plus, both businesses and individuals are able to save on a whole host of expenses.

 

  • SEO for Voice Search

Voice search is the next frontier of SEO. More and more people are becoming accustomed to talking into their phones or headphones rather than typing and this is set to become even bigger in 2021.

SEO experts are discovering that voice searches yield different results than text searches so marketers need to recognise this and change tack accordingly.

 

  • Video- in particular, short form video

Given the love of all things quick and catchy- marketers are trying to create videos for things that would otherwise require an image or text because they’re more easily consumed, more fun and get 10x more engagement than just images alone. The introduction of TikTok and Instagram Reels changed this in 2020 and businesses will have to move with the times in order to keep their customers engaged.

 

SEO? What's that?

ESO? SOE? EOS?…..It’s SEO silly, and it stands for Search Engine Optimisation.

However, it’s certainly a bit of a minefield if you’re new to the world of digital marketing.

To help you get your head around it we have consolidated the mysterious, dark arts of SEO into one place so you can evaluate whether it’s something that your business could benefit from.

Search engine optimisation (SEO) is generally seen as a fundamental aspect of digital marketing, offering some of the highest and most consistent returns over time. SEO is the practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines.

For example, if you live in Glasgow and need a self-storage facility you would probably go onto Google and type “Self-Storage in Glasgow” or “Storage Facilities in Glasgow” or something similar. Google Search Results will probably return a couple of Google Ads for storage companies that are employing a PPC campaign, but underneath the paid results are the organic results of companies that Google believe most suit your needs based on your search terms; making the aim of the game to be one of the first organic results that comes up for search terms relating to your business. This is the essence of SEO.

Ok so if you’re still following and thinking that this is something that your business definitely needs to start doing, then there are two aspects to getting really good SEO results for your website. The first is backlinks and the second is on-page content.

We’ll look at these individually:

Backlinks: these are external to your website and are especially valuable for SEO because they represent a “vote of confidence” from one site to another. In essence, backlinks to your website are a signal to search engines that others vouch for your content. If many sites link to the same webpage or website, search engines can infer that content is worth linking to, and therefore also worth surfacing on a SERP.

On-page content: The content of a page is what makes it worthy of a search result position. It is what the user came to see and is thus extremely important to the search engines. If your customers are searching for “Self-storage in Glasgow” then we need to give them content that has those words/phrases in it. We can use the website itself and the news/blog section to help.

SEO focus’ on ranking as highly as possible for the core keywords people are using to search for your business on Google. Generally, when you do the work to get to these better positions on Google you stay there for an extended period of time, unless of course competition is very high. Once you achieve these better search results, they continue to send you traffic over time and that allows the opportunity to concentrate on ranking for other keywords. The specific enquiries that are generated through a proper SEO strategy will show in Google Analytics Goal Completions and will be named “Organic”- this means that you can accurately calculate your ROI.

There is one important caveat to employing an SEO strategy however and it’s important that you are aware of it. SEO is a marathon not a sprint and requires consistent and substantial monthly investment, which is why we advise our clients to budget SEO for a minimum of 6 months but ideally longer.

And remember that you won’t see results immediately, SEO isn’t just a “quick fix” and it takes time for your site to build up authority and out perform your competitors. If you are looking for an immediate burst of enquires then this probably isn’t for you,  and you’d be better off using something like Google Ads or Paid Social.

If you want to know anymore about SEO or any other form of Digital Marketing for that matter, then give us a call or drop us a line, we’ll be more than happy to help!