SEO y SEM: tips for a better marketing strategy

08

NOVEMBER, 2017

Marketing online
Estrategia
Analítica web

There are ever-more factors involved in defining a marketing strategy. Until quite recently, we were dealing with consolidated scenarios that followed specific established rules which were unequivocally applied in a variety of combinations to give rise to different strategies.

But today’s panorama paints a much more dynamic picture, where constant changes and no end of factors coming into play are determined largely by the habits and trends of users and consumers who, at the end of the day, have always been the ultimate goal of every marketing strategy.

This calls for the professionals who are in charge of designing and implementing marketing strategies to keep permanently up-to-date. After all, a good strategy is not one that simply follows the path paved by others, but one that explores, predicts and anticipates what others are doing.

We are now at a confluence between the old way of doing things and the influx of new formulas that are preparing us more for the present than for the future.

Photograph via Unsplash

Differences and commonalities between SEO and SEM

For those wondering what SEO is, we will try to answer your question: The concept designates everything to do with natural or organic positioning on Google, i.e. all the techniques, designs and strategies you can use to show up in the best possible position when your target audience performs a relevant search.

SEM, on the other hand, encompasses any measures you take to boost traffic to your site with a view to attracting and directing qualified leads towards your website which can then turn into sales, loyal customers and promoters of your product and brand.

Based on these definitions it is clear that although SEO is actually part of SEM, it is so important that it could be considered the heart and soul of it all.

A poorly optimised website lacking in SEO, without any interesting content and with slow loading times would cause a serious blow to even the best SEM efforts. Similarly, a good SEM strategy will reinforce your website’s SEO positioning as long as every aspect is carefully managed.

“The most truly significant changes in the last few years have been happening in SEO, which means organic positioning”

Equipo Novaigrup

Marketing Digital

What is changing and why?

The most truly significant changes in the last few years have been happening in SEO, which means organic positioning, and the reason is technological evolution. Barely a few years ago, a PC was the undisputed king of the World Wide Web, but in just a short space of time it has had to step aside completely and make way for smartphones and other mobile devices. With this came new uses that instantly sparked new needs and pushed websites to adapt to optimised, responsive formats which ultimately resulted in a shift in search algorithms towards more natural, friendly systems based on contextualisation and semantic positioning imposed by voice commands.

But the evolution is still underway and the next generation is leading us to the world of wearables, where screens are shrinking to a bare minimum and audio-visual content is rapidly gaining ground.

Drawing on what we said earlier about SEO being the heart of SEM, there is no question that all those changes will require adjustments in our marketing strategies and in the whole set of actions we take to define our positioning strategy.

Qué debe contemplar nuestra estrategia de marketing

Es evidente que nuestra estrategia de marketing ha de partir del posicionamiento SEO. Sin una base funcional y optimizada, en una evolución constante y preparada para absorber las nuevas tendencias y satisfacer las necesidades e intereses del usuario al que pretendemos conducir hasta nosotros, huelga decir que no tendremos nada.

Ciertamente, el SEM puede conducir una gran afluencia de tráfico hacia nuestro sitio proporcionándonos la posibilidad de una gran cantidad de potenciales clientes. Sin embargo, si lo que encuentran al llegar es decepcionante o no satisface sus inquietudes, habrá sido un esfuerzo inútil.

Los diez puntos principales que debería contemplar una estrategia de marketing eficaz serían los siguientes:

    1. Establecer una estructura pensada para, no solo procurar conversiones que se traduzcan en ventas, sino conseguir que los clientes se adhieran a nuestra comunidad y convertirlos en prescriptores de nuestra marca y de nuestro productos, como idea motriz de todo el proyecto.
    2. Sitio web optimizado con especial atención al diseño y los tiempos de carga, los formatos responsive y la usabilidad. Optimización On Page.
    3. Gestión de los contenidos como elemento diferenciador.
    4. Generación de contenidos de interés y utilidad para nuestro público objetivo de forma regular y periódica, orientados a un posicionamiento semántico en base a los nuevos algoritmos de búsqueda y al desarrollo de formatos y contenidos que se deseen compartir y que esto pueda hacerse fácilmente.
    5. Implementación y desarrollo de contenidos audiovisuales y transcripción de nuestros contenidos de texto a estos formatos así como la potenciación de los canales específicos de los mismos.
    6. Integración y potenciación de las redes sociales como medio de fidelización de los clientes o suscriptores y como vehículo fundamental de nuestros prescriptores con políticas que establezcan bonus y ventajas para los mismos o ideas afines, así como la implementación de feeds de noticias.
    7. Establecimiento de canales de captación en base a estudios de segmentación y targets perfectamente definidos.
    8. Establecer una estrategia de Link bates efectiva, potenciando el marketing viral.
    9. Implementación de campañas PPC.
    10. Análisis y seguimiento de resultados con la introducción de correcciones y evaluación de su repercusión.

Es muy importante tener en cuenta que una correcta estrategia de marketing online, ha de contemplar todo como un conjunto global en que cada acción interacciona con las demás retroalimentando un circuito que se potencia por el objetivo común y la suma de todas las acciones individuales y en el que el constante análisis de los resultados es fundamental para optimizar los recursos.
¿Aún no tienes claro qué es SEO y qué es SEM? Descubre las diferencias en Ideas Marketing.

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