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For eye care professionals

Top Digital Marketing Recommendations

07 July 2020

If you're hoping to boost the performance of your online business and attract more customers, digital marketing holds the key to online visibility. Request an audit now.
When it comes to the world of digital marketing, there a lot of different plates to spin. If you’re hoping to boost the performance of your online business and attract more customers, digital marketing holds the key to online visibility.
Whether you are new to the world of SEO and PPC or you are already trying your hand at a few successful campaigns, there are elements of digital marketing that may be more beneficial than others.

Having the right SEO strategy

SEO is the practice of making sure your website appears for relevant searches in a search engine. It can increase the traffic to your website and help your website to show up in Google’s search results.
SEO splits into on-page and off-page strategies. On-page SEO focuses on optimising the pages on your website, with keyword-targeted content that helps your website to make sense so that your user can understand it and Google can rank it.
Off-page SEO refers to external factors, such as link building and local business listings. The right SEO strategy will incorporate both on-page and off-page to try and maximise your success online. Learn more about what SEO is and how it can help.

Listing your business on local directories

Local directories are mostly the digital version of the Yellow Pages, allowing people to find businesses in their area online. Listings are crucial for capturing customers in your local area, who may search for phrases like ‘opticians near me’.

Shop listing on a local directory

Having a local strategy that includes listing in local directories can help your website to be more visible and attract customers who are hoping to find a local business to help them with their query.
Local directories can become part of a more comprehensive SEO strategy that can promote brand awareness and SEO benefits. Having a Google My Business listing is a great place to start in appearing for local searches online.

Using Google Analytics

SEO works hand-in-hand with Google Analytics, a tool that is crucial to help you understand the performance of your website online. Google Analytics can deliver a wide variety of insights, including who is using your website, how they are interacting with your site and what pages are performing well.
Google Analytics can allow you to report on your progress and identify further opportunities for improvement. Working with Google Analytics can make a huge difference, once you know-how!

Accelerated Mobile Pages

Back in 2016, Google launched Accelerated Mobile Pages (AMP), and it has since become a useful factor to consider. AMP can offer faster loading, mobile-friendly versions of your webpages. While it is not an absolute must-have, AMP does have its benefits.
Google Ads uses AMP, so it is worth looking into if you are planning to run paid campaigns. What’s more, page speed is a ranking factor for Google, which makes AMP an interesting strategy to consider.

Improving your website speed

Site speed is used in Google’s algorithm to rank pages and websites, so it’s essential for any digital marketing strategy. If your website is loading slowly, you could be penalised by both Google and your users; after all, if a customer has to wait too long for a page to load, they will simply click off! 2018 research by Google showed that 53% of users left a site that took longer than 3 seconds to load.
In July 2018, Google rolled out a page speed update to its algorithm, making it an essential factor for anyone operating online. There are a few different things you can do to help your site load quicker. Some are more technical than others, but it is worth looking into if you think your website is slower than your competitors.

Adding alt text for images

Adding alt text to images on your website has two functions. The primary purpose is to provide accessibility for your website, as the alt text can describe the image for those who are unable to see them. Essential for those who use screen readers or browsers that block images. It also helps those who are sight-impaired to appreciate the content on your website.
Alt text can have some SEO benefits too. Search crawlers don’t ‘see’ images as we do, so adding alt text can make it clear to Google what that image is showing. It can also provide an opportunity to add in a relevant keyword, but it’s important not to ‘stuff’ keywords into your alt text for the sake of it.
Adding alt text to your images is included in SEO best practices and is part of having a well-optimised web page; it’s also straightforward to do!

Having a mobile-friendly website

Making sure your website is mobile-friendly has been vital for a few years now, as mobile devices have become more prevalent. More people search for things online on a mobile device today than they did previously, so your website must offer a seamless user experience for customers to view your pages easily on whatever device they are using.

Someone searching on their mobile phone

Google recently announced something called mobile-first indexing; this prioritises the mobile version of your website for search results and rankings. For this reason alone, it is so essential to make sure you have a mobile-friendly website that is also responsive.
In 2016, mobile web browsing overtook desktop for the time time. Statcounter shows that mobile devices account for around half of the internet usage around the world.

Implementing a PPC strategy

Pay-Per-Click can offer an impressive return on investment and works great alongside an SEO strategy. PPC gives you the chance to advertise on Google, appearing in the ads section at the top of the search results.
It can be hugely beneficial as you have control over the budget and who you are targeting, which is ideal for finding the right customers at the right time. By using the Google Ads platform, you can create and track PPC campaigns to increase sales, generate leads and promote brand awareness.
While SEO deals with organic search, PPC is one of the most popular ways to implement paid advertising to help boost your business online.

Video marketing

Over the last few years, video has become an increasingly popular way of digesting content. Social media, in particular, has shifted to video content, prevalent with platforms like Instagram and TikTok. Video marketing offers a holistic approach and can be produced across all teams within your business to get your message across.
HubSpot Research discovered that 54% of consumers surveyed want to see videos from brands, more than any other type of content.

Man making a video comparing glasses and sunglasses
Video can give you a chance to get even more creative with your brand messaging, from putting faces to names within your business to showing off new products and services.
By understanding and implementing even some of these digital marketing recommendations, you can help your business on its way to future success online. 

Not sure where to start? Why not request a digital marketing report?

All we need is your website URL, and we’ll send you a comprehensive report on your current digital marketing, including tips on how to improve your online presence. Use the guidance from your report and the directions above to help improve your current digital marketing strategy.
Request a digital marketing report.

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