Digital Marketing in Warrington

Digital marketing is, in many ways, an umbrella term for all forms of marketing that involve the internet and digital technology.

In the early days of the web, this largely just meant having a website that looked good and worked well, then getting the word out that it existed. Once search engines like Yahoo and later Google began to index and direct users to them effectively, forward-thinking businesses started looking at search engine optimisation (SEO) techniques to ensure they were sending out the right signals and ranking highly in rankings.

SEO remains very much a key part of digital marketing, even though the ways it should be approached are constantly changing. Today, it’s likely to tie in with social media management and advertising, which means finding persuasive language to connect with your target audience and drive engagement.

Key to all of this is good quality content writing, and indeed Warrington has always prided itself on being a well-read town with a literary bent. The celebrated ‘Alice’s Adventures in Wonderland’ author Lewis Carroll was born just down the road in Daresbury (which explains his inspiration for the Cheshire Cat character), while other authors associated with Warrington include Ann Pilling, Martin Sixsmith and the brains behind ‘Bob the Builder’, Curtis Jobling. Online content writing is a different skill, however, that requires finding a balance between creating material humans enjoy reading, and sending out messages to search engines to help them understand the meaning of the content. As search engine algorithms continue to get smarter, though, natural high-quality writing will prevail and poorly written, keyword-stuffed copy will be left behind.

Also part of digital marketing is web design, since having a slow or unattractive website is not only a turnoff for visitors, but also a metric Google and other search engines use to consider whether a site deserves to rank well.