Securing a high rank on search platforms is of such enormous interest that a completely new industry emerged in the early 1990s. Referred to as search engine optimization (SEO), it helps marketers optimize their websites for search.
As can be gauged from Exhibit 18.0, SEO initiatives can greatly boost online business. In this example that pertains to a global property consultancy, the twenty-fold increase in impressions in 50 days, led to a 30-fold increase in clicks (traffic), as click through rate (CTR) improved from 1 to 1.5. This spurt in traffic resulted in much increased flow of leads and business opportunities for the firm.
SEO is the process of boosting the ranking of a site on search result pages. It is of crucial importance because the ranking greatly affects site traffic. Most users do not look beyond the first result page, and the higher a site ranks on this list, the higher the probability the user will visit the site. According to Google 94% of users click on a first page result and 35% click on the top result.
This chapter imparts an understanding of the SEO processes — strategize, optimize and review. It explains on page and off page optimization, imparting an understanding of how to increase inbound traffic and how to improve in-site retention.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
Two-day hands-on coaching on Digital Marketing and Advertising, to train participants in developing and executing effective digital marketing strategies.
Marketing has changed. More so in practical terms, and marketing education is lagging.
The fundamental change lies in the application of analytics and research. Every aspect of the marketing mix can be sensed, tracked and measured.
That does not mean that marketers need to become expert statisticians. We don't need to learn to develop marketing mix models or create perceptual maps. But we should be able to understand and interpret them.
MarketingMind helps. But the real challenge lies in developing expertise in the interpretation and the application of market intelligence.
The Destiny market simulator was developed in response to this challenge. Traversing business years within days, it imparts a concentrated dose of analytics-based strategic marketing experiences.
Like fighter pilots, marketers too can be trained with combat simulators that authentically reflect market realities.
But be careful. There are plenty of toys that masquerade as simulators.
Destiny is unique. It is an authentic FMCG (CPG) market simulator that accurately imitates the way consumers shop, and replicates the reports and information that marketers use at leading consumer marketing firms.
While in a classroom setting you are pitted against others, as an independent learner, you get to play against the computer. Either way you learn to implement effective marketing strategies, develop an understanding of what drives store choice and brand choice, and become proficient in the use of market knowledge and financial data for day-to-day business decisions.