A digital marketing agency is concerned with bringing websites to the attention of Google and other search engines in order for them to be ranked highly in the search result.
A very brief, but accurate summary of what such an agency does.
You can divide the tasks into different areas:
SEO - search engine optimization, usually to get traffic from organic, free search results.
SEM – search engine marketing, which is all about paid advertising.
Sometimes content marketing and technical SEO are added to this, but these are a major part of SEO. So, let's take a look at what SEO and SEM mean:
Nothing is as important as the online “findability” of a website or e-commerce store. With the internet stacked with millions of websites, it is not easy to get to the top of the search results. You often have to compete against government websites or large companies with a high budget. These are at the top because they spend a lot of money on them.
A good digital marketing agency helps to get a website to rank higher in Google.
They do this by taking advantage of the following:
The latter is very important, because Google regularly changes the algorithm and to a certain extent other search engines follow. After a Google algorithm update you can see a shift in the search results. Sometimes websites that were at the bottom suddenly appear at the top, while previously well scoring websites drop a few places, but sometimes even drop a few pages! It is up to the marketing agency to stick to the rules Google set out and keep to ethical practices at all times.
Results cannot always be guaranteed for the future. This is why search engine optimization is a constant process.
Search for something in Google or Bing and you'll get a lot of search results in front of you. At the top you will see a number of ads, followed by the organic search results. SEM is the process of getting the paid ads to get to, and stay at the top of the search results.
Advertising on search engines is not that simple. Firstly, the ad must be highly relevant to the search query. Secondly, it's all about money; the one with the highest budget usually wins the top position on the page.
The main difference between SEO and SEM is:
SEO focuses on the position in organic search results
SEM focuses on the position in paid search results
An online marketing agency will be following the latest trends in the field of websites. Which CMS (Content Management System) is popular or which layout attracts the most visitors. Google developments are important too, which is why the agency needs to keep a close eye on them.
An online marketing agency can also deal with Google penalties. If your website has been penalised by Google for any reason, you may find it has been deindexed. This means that the website is essentially dead and won’t be found in the search results at all! The marketing agency can investigate the cause and help to reinstate and re-index the website if it’s feasible. It really depends on the measure of the penalty and how much work it will take to reinstate the site, or if it’s possible. Sometimes it’s better to start again with a brand new site because of the cost. Lessons must be learned if this is the case.
You now know that a digital marketing agency deals with search engine optimization (organic and paid search results). To have a successful website, you don't have to buy all services. For example, you can choose to get some link building or SEO copywriting. Or you may feel that advertising is the most important thing.
What are the typical costs? Prices vary from £500 to more than £25,000 per month. Search engine optimization is not a “one off” job, the website needs to be worked on continuously. Regular addition of new content is very important.
Always try to ensure that any articles are:
Do you have a limited budget and want to save on costs? Here are some money saving tips for you:
I hope you now have a good idea of how a digital marketing agency works and what they do for businesses like yours.