Utilising well honed and practised SEO techniques to deliver banner advertising and commercial trailers is a well used marketing tool today. However, they are increasingly ineffectual.
As much as skipping ads on recorded TV is now very much the norm, so too is clicking past online advertising planted through keyword analysis algorithms. People are just ignoring them and seeing them almost as part of the scenery of the web.
Even Ad Choices is largely being ignored, as people decide that it just is not worth the bother. Thy know they will see ads, and hey are happy with that.
Quite simply, consumers understand how the internet works today, how advertising on it works, and what they can expect to see. They know companies will try and tailor their adverts to suit what they are searching for; it’s tantamount to white noise.
Every company needs to do it of course, but it is important to not saturate the market, which will simply turn users off.
Instead of over-reliance on all these clever tricks, simply delivering content that people are interested in is far better.
Naturally, there needs to be a level of search engine optimisation going on to generate the initial lead but, more importantly is building a decent CTR through actually engaging with the reader.
It is all the rage to create content of site that will generate links but, so too should on-site content be carefully maintained. It is this, after all, that will attract links, shares, comments, subscribers and customers.
- What are the nuts and bolts of digital marketing? - September 10, 2020
- What is Google RankBrain and how do you use it? - September 9, 2020
- Three dos (and three don’ts) of writing great content - September 4, 2020
