SEO Blog

In part one of this series, we looked at how game theory can be applied to marketing. In this second post, we’re going to look at the practical application of that, and how you can use it to deliver in the real world.

Working It Out

Let’s say we have a client, who we’ll call Client (because I’m original). They’re a large consumer electronics company, who sell primarily B2C, with a small B2B component, and have a revenue split that’s 65% online, 15% offline, and 20% direct. Overall, they have 25% of their market, and there are two other major players.

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There’s something interesting going on in the world of digital marketing: a lot of it’s morphing into something that we’ve never seen before. SEO is going from being a technical exercise to something much closer to a mix of psychology, design, programming and marketing. PPC is changing from being a bidding war into a mix of data analysis, psychology, multivariate testing and copywriting. Web design is becoming as much a science as it is an art, relying on testing, usability studies, data collection and user behaviour based responsiveness.

In all these things are two root cores: how our minds work, and how they process data. Those focusing now on better understanding the mind, and how its various levers and triggers work, will be far better placed than those not in the marketplace of 2020 and beyond.

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One of the major driving forces in SEO is the visibility of the brand behind the site. Whilst you’re looking to dominate the search engine rankings, exposure is often a great way of aiding progress.

If you’ve built an offline presence already, you should be looking to harness that strength. Not simply to bring visitors to the site, but to encourage others to link to you organically.

A high profile is a wonderful thing. Not only will people naturally gravitate towards you, but you have a platform from which to build.
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Search Engine Optimisation is a great way of getting yourself seen online. However, that isn’t to say that it is a pathway to riches untold. Some effort is needed to ensure that you actually succeed online.

First of all you need a decent business model. Are you actually doing something that people are looking for? If you have competitors, are you doing it better than them?

Sometimes it isn’t a lack of traffic or search engine movement that condemns an online business to failure; it is the company itself. SEO is all about persuading search engines to rank you higher for certain phrases, your job is to convert that presence into something more tangible.
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If you have ever been involved with an all-encompassing online marketing campaign you will be all too aware of how many different branches there are. It also won’t have escaped your attention how much it can cost too.

Pay per Click advertising, or paid search, is a great way for picking up further clicks for your targeted keywords. However it does come with its own financial implications. Whilst effective, you do have to pay a set charge for each click that your advert receives. So if you aren’t getting any financial return for your paid adverts, you end up leaking money from your budget.

Social media takes a lot of time to develop and often doesn’t have much in the way of tangible results. As it is a format based on participation and interaction, the basis of your work will be on creating relationships. The divide between being too promotional and not advertising enough is remarkably slender. You have to get the balance right.
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When it comes to marketing a website there are plenty of options available to you. Some are more obvious than others whilst the effectiveness of each also varies. Whatever you choose to do, make sure you allocate plenty of your budget and time to it; website marketing isn’t quick and it can cost a fair amount of money to do properly.

Marketing a website is all about trying to increase visibility where it really counts. Whilst you want traffic filtering through your site, it is important that this is targeted. So whatever direction you want to push, always bear this in mind.

Effective online marketing requires a determination and focus like no other form. It is a continuous process that allows for immediate changes that can encourage quick results. If something is failing, you have to fix it. If something is working, you have to optimise it. You can’t just make a poster campaign, sit back and hope for customers to find you. The Internet is about engagement and bettering the efforts of your opponents.
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