3 Things To Do While You’re Climbing the SERPs

Whether you’re just launching a new website, are embarking on a new SEO strategy or are slowly getting back on your feet after a penalty lift, waiting for your search rankings to improve can be a frustrating process. To keep you busy during this time, here are three ways you can boost reach, visibility and traffic while your website climbs the search engine results pages (SERPs): 


Paid search marketing

It can take months to reach the first page of organic search using SEO, but pay per click (PPC) search marketing will generate traffic almost instantly. Google AdWords allows you to target very specific search terms, so there’s a good chance that clicks will lead to conversions, particularly if your landing pages are well optimised. As you only pay when somebody clicks on your ad, and you’ve targeted those people effectively, PPC tends to generate a respectable ROI.


Keep PR and marketing in the loop

 When all branches of your online marketing department are on the same page, everything gets done more efficiently. A Google penalty — or even just an update to the algorithm — has the potential to throw your PR team’s efforts off course, so it’s vital that your entire department knows how the land lies. Make sure your SEO team is keeping everyone up-to-date with Google changes and SERP positions, and hold regular meetings so each team has a chance to raise questions and concerns.


Lean on social and email 

Social media is a fantastic way to boost engagement, reach more people and keep your business visible while you’re making your way to the first page of the search results. Your content marketers will need to depend more on social channels to distribute and promote their content (particularly if you’ve been penalised or your site isn’t indexing properly). 

Now is also a great time to refine your email marketing strategy. While email is more about nurturing leads than creating them, it can be an incredibly useful tool when it comes to converting. Instead of relying on search engines to drive traffic to your landing pages, try using your email lists instead.


Blog | SEO

Things Nobody Tells You About Marketing

Whether or not you choose to handle your marketing campaign in-house is a major decision for many businesses. There are pros and cons to both methods, but if you are going to take on the task yourself, it’s worth considering these pointers before you discover them for yourself the hard way.

You’re Going To Make Mistakes

If you’re doing this properly, then you won’t have put anything out in public before doing a huge amount of market research. This means looking at the competition, doing surveys of people in the demographic you’re targeting, and arranging focus groups to work out how they feel about your products and the advertising you’ve prepared for it.

This will all help, don’t get me wrong. However, once you get your marketing material out there you’re going to discover a whole lot of stuff you didn’t have a clue about during research. It’s like the difference between testing a design in a laboratory and seeing how it works in the field.

The quickest way to learn is to make mistakes, and you’ll find you have made a lot of them. So be prepared to change your plans on the fly, make adjustments and re-examine your assumptions after your campaign has launched.

Niche Appeal Is Always A Better Target Than Pleasing Everyone

If you target a niche market, you’ll find it easier to work out what they’re looking for in a product, what they care about, and what they want to avoid. If you try to please everyone then your campaign is doomed to be quickly forgotten.

Think carefully about who it is you want to sell to, then devote your energy towards selling it to that person.

Those Nerves You’re Feeling Are Good

Psychologists have observed a phenomenon called the Dunning Kruger effect. It suggests that your confidence is inversely proportional to your competence. Or as Charles Darwin put it “"Ignorance more frequently begets confidence than does knowledge."

Basically, if you’re nervous about the way things are going that means you’re being careful. You’re thinking about alternative ideas, second-guessing yourself. If you’re going into this absolutely certain that everything you’ve planned is going to g off like clockwork, well, you’re probably in for a nasty surprise.

However, despite this...

Compromise Is Not The Way Forward

There’s an old joke that says the UK is finally going to switch over to driving on the right hand side of the road, but that we’re going to make the changeover gradually. There are times when Option A will work and there are times when Option B will work, but the correct answer is rarely to go halfway between the two. If you’ve been pursuing one idea, and an alternative is suggested, either stick with what you’re doing or embrace that option whole-heartedly. There are no in-betweens.

It’s A Marathon, Not A Sprint

If you follow all this advice, you’re still going to be in for a shock, because your marketing is definitely not going to yield instant results. To do this right, you’ve got to be in for the long haul. Over time you’ll introduce people to your brand, make them familiar with it, and eventually even trust it, but this is a process that happens over years, not weeks.

If you can keep at it, there are rewards to be had. But you’re going to have to hold your breath for quite some time before you know how well you’ve really done.

Of course, another step is to outsource (we’ll be happy to talk through your plans if you drop us a line) or hire some dedicated talent for your team. Whatever you choose though, it’s best to be informed – and good luck!


Blog | marketing


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