4 Steps To Improve Your Online Marketing & Online Visibility

Four steps to improve your online marketing and online visibility
Four steps to improve your online marketing and online visibility

Online marketing, also known as digital marketing, has significantly grown in the past decade. In the old days (2008), creating a website took little to no effort. You basically paid a web developer – back then they were called “webmasters” or “web gurus” – to register a domain name, add a quick page with one paragraph and bam, your online presence was good to go. 

Web developer working on a website
Web developer working on a website

Fast forward to now, and many business owners are starting to realize that basic one-page websites just don’t cut it in today’s competitive online presence. 

Online marketing has evolved into this fascinating beast that allows any organization to grow its virtual presence and audience reach by implementing the right digital marketing plan. 

So the question then is, do I have the right marketing plan for my business?

This article will explain 4 Steps you can take to improve your organization’s digital marketing and online presence. Following these steps will help you see overall organic ranking improvements. 

Step 1: Determine The User’s Intent

Understanding user intent by looking at SEO
Understanding user intent by looking at SEO

What Is User Intent or User Intention? 

First off, what is user intent? User intent refers to identifying what an online user intended to find when searching for a specific product or service. 

For example, a local hotel manager is looking to improve their restaurant’s online marketing strategy. This individual will most likely search “Online Marketing Agency For Hotels.” 

In this example, the user intends to find a digital marketing agency that specializes in or has experience with online marketing strategies for the restaurant & hotel industry. 

Understanding user intention can help you improve your website’s daily, weekly or monthly lead intake. Why? Because you can create landing pages or website content that aligns with that intention. 

UX design team working on understanding user intent
UX design team working on understanding user intent

How Do You Determine User Intent?

The best way to determine your website or industry’s user intent is to use third-party looks like SemRush, Ahref or Moz. However, I have to mention that most of these third-party tools are not free, and if they are, the capabilities to determine user intent can be significantly limited. 

Alternatively, you can use Keywords Everywhere. It’s mostly free, and it can help you determine frequently searched keywords within your industry. 

Digital marketing manager working on determining user intention on a client's website
Digital marketing manager working on determining user intention on a client’s website

Step 2: Analyze Your Competitors

Analyzing your competitors’ online marketing strategies can help you determine improvements in your website’s design, page layout and content. 

Quick tip, make sure to examine competitors ranking on the first page of Google or Bing specific to your industry. Avoid analyzing competitors with little to no online presence or online marketing visibility. 

Content writer working on analyzing direct competitors
Content writer working on analyzing direct competitors

Steps To Take When Analyzing Your Competitors

When analyzing your competitors’ online presence or online marketing strategy, the following are things to look out for include:  

1. Product Or Service + Location

Use your product or service plus your location as a search query. For example, “residential landscaper in Toronto” or “Edmonton SEO agency.” Searching for your product or service plus your geographic location allows you to pinpoint top competitors. Make sure to familiarize yourself with those high-ranking competitors. 

2. Check Your Competitors’ Site Speed & Website Performance

Google and Bing have recently announced that website speed, security and overall performance will be one of the primary ranking factors determining average position on the SERP (Search Results Page). 

In addition, Google has mentioned that it will start crawling sites in mobile view only. Therefore, a responsive mobile-first website will perform better in any organic ranking scenario. 

The best way to determine your competitors’ website speed is by using performance monitoring testing programs such as GTMetrix or Google Page Speed Insights. On a side note, these scores are commonly referred to as the Core Web Vitals. 

Analyzing competitors website speed and performance
Analyzing competitors website speed and performance

The higher the Core Web Vitals on both platforms, the better the site will perform. However, keep in mind that these scores are directly impacted by how the site is developed. 

In most cases, websites fail the Core Web Vitals test because web developers tend to ignore these scores, especially if you opt-in for affordable web development services. 

3. Competitor Website Content

Last but not least. Make sure to read your competitors’ website content thoroughly. Furthermore, check how they structured their website. This includes analyzing the landing pages and internal links to different web pages within their website. 

Reviewing competitor website content. Example of a mobile-friendly website prototype
Reviewing competitor website content. Example of a mobile-friendly website prototype

The following are questions you can ask yourself when reviewing your competitors’ website content and online marketing goals:

  1. Are they answering the user’s intent? Meaning, do they have content on any given page that speaks to what the website visitor is looking for.
  2. How do they structure their landing pages? Are they clean, clear and to the point? 
  3. What is the end goal of the entire site? For example, would it be contacting them directly or filling in a lead form?
  4. How many words are on each page? 
  5. How many heading and or subheadings are they using to split their website content? 

The questions above will allow you to determine the primary intent of your competitors’ online marketing strategy. 

Step 3: Beef Up Your Social Media Profiles

Social media platforms like Facebook, Twitter & Instagram are some of the most potent organic ranking factors out there. We’ve seen with experience that optimizing social media platforms increases site traffic and improves overall online marketing efforts. 

Yoga YouTube Thumbnail collection
Yoga YouTube Thumbnail collection

Google My Business or GMB is one social media platform that business owners or managers tend to overlook. So always make sure to spend most of your time optimizing this platform as well. 

What Can I Do To Improve My Social Media Platforms?

  1. Improve your company bio or description. A great rule of thumb is to actively change, improve or better your company’s bio or description. 
  2. Regularly post social media content. Posting your product or service in action is generally a great way to boost your social media metrics. However, avoid posting irrelevant content or content that does not make any sense. 
  3. DO NOT cut or crop your logo when adding it as a profile picture. Instead, get a professional graphic designer to assist you with optimizing your company logo to fit within the social media profile picture box. 
  4. Add your products and or services to your Facebook, GMB and LinkedIn company pages. 
  5. Don’t forget YouTube. YouTube is one of the most powerful social media platforms out there. Posting video content should be included in any online marketing plan. 
Mobile-first web design prototype with online marketing strategy
Mobile-first web design prototype with online marketing strategy

Step 4: Examine Your Website & Its Design

Analyzing and examining your website is just as important as all the steps mentioned above. 

However, you can only do this once you’ve completed Steps 1 to 4. Why? Because going through these steps will change how you see your company and your specific industry. 

A Robust Checklist For Analyzing Your Website & Online Marketing Strategy:

This checklist will allow you to determine if your organization’s website is doing what it suppose to do. 

  1. Get Your Core Web Vitals Score. As mentioned above, the performance score of any website will dictate your average position on organic search results. 
  2. Create A Short To Long-Term Online Marketing Strategy. Ask yourself where you are now and where you would like your online visibility to go. Also, what do you need to do to get to your ideal online marketing goal?
  3. Navigate Your Website Using A Mobile Device. Is your website built with mobile-first in mind? Or is your website developed specifically for mobile devices? Most site visitors navigate websites using mobile devices, so your website must be fully responsive to any screen size. 
  4. Website Content Should Speak To Your Ideal Customer. Are you getting lousy or little leads or conversion? The chances are that your website content is not optimized to target your ideal customer. 
  5. Your Website Should Have A Small Footprint. A highly optimized website has an average page size of less than 500 to 700KB. The majority of websites out there are sitting at an average page size of 1.5 to 3MB. Implementing next-generation images like WEBP and SVG can help you decrease your website’s footprint. In most cases, a complete website redevelopment is the only way to fix a large or bloated website.

    Also, stay away from pre-made WordPress themes and or templates. Pre-made themes are jam-packed with unwanted files you do not need.

    Quick tip, a highly skilled web developer or website development company like Ullaco Corp can help you optimize your website to have a small overall footprint or file size. 

Following these four basic steps will help improve your overall online visibility. Alternatively, give us a call or book an in-person or virtual meeting if you’d like us to assist you with your online marketing, web design and website development needs.