There are three main search engines in the UK. Google accounts for 93% of traffic, Bing (5%) and Yahoo (2%). As you can see, the place to focus effort is Google, but this does not mean that you should ignore Bing and Yahoo altogether – you can turn to them later in the day.
There are other forms of digital marketing which are also highly effective – network advertising and remarketing. Network advertising displays adverts on websites where you think your target audience might browse for information. With remarketing, you display digital adverts on the computer screens of people who you know have previously visited your website, so you can say hello as they continue their online research in the coming days, weeks and months. Again, you only pay when they click.
The aim is to generate a large high quality following and to feed them good quality content that is designed to build relationships over a long period of time. It is about building a brand’s reputation, establishing core credentials, reinforcing key values and beliefs, demonstrating knowledge and showcasing wisdom.
A lot of social media marketing activity (such as blogging) is more about PR than sales – but it will also (if delivered intelligently) provide substantial benefits to your overall SEO activities, and this will have a direct impact on sales. You should of course use social media to announce competitions, special offers and so on.