When we design a website, all the elements: contents, menu, internal navigation, header, footer, images and so on- must be placed and made so that they are useful for making the website rank high in Google search results and other online search engines.

In terms of the content, we have to work on creating and developing digital contents that are relevant for the users in the first place. That’s key. Yet, we should also think about the web content aiming at search engines. For Google and all search engines that can only read text and cannot fully “see” our site, they cannot appreciate our beautiful and engaging visual strategies.

Search engines can only “read” the HTML code, namely what is written on the site. They cannot see what’s inside the  images (they can classify them, and evaluate them, with the help of the tags we give them and the context, but this goes beyond the scope of this point).

Therefore, within the work of a web designer it has to be included building everything so that search engines (Google, Yahoo, Bing) can find them, index them and position them in people’s search results. In two words: so that if you sell lemons, you will be found by those who are looking for “lemon sale” or “lemon seller”. This is called “S.E.O.” and is also involved in making these search engines get to know your site. If you have created a stunning website, but people don’t find you when they search, the job has been largely in vain, don’t you think?

This part of the work takes time and analysis and should be considered from the start when making the budget of the project. We need to design the website with this in mind. It is very common for a website to be designed without paying attention that it should be S.E.O ready, expecting that someone external and who is not able to design – a digital marketing expert, for example – do their job. They won’t be able to do their job well if the site is poorly built, regardless of super-attractive contents it may have.

Beyond the organic positioning of a website, we need to consider within a complete digital marketing strategy to carry out paid digital advertising campaigns, such as Google AdWords, Facebook Ads, Instagram Ads and other sponsored results in search engines and social networks of the type “pay-per-click” (payment of a fee for each click recorded in your notice) as posters or banners on portals related to the activity of your organization or in mass media such as newspapers and digital magazines.

For a few years now, major social networks, search engines like Google and other massive digital media have given visibility and “reach” only those who pay. Now, well, understanding this context, where in order to have greater online visibility we have to pay, it is very easy to end up spending a lot of money by not knowing where to invest a digital marketing budget and how.

Each digital platform – Google Adwords / Facebook / Instagram / Digital Media – have its peculiarities and conducting successful marketing campaigns is a complex task, requiring dedication, knowing the market to which it is targeted, the platform on which to advertise and manage the appropriate tools. This is why you need to study your need and your particular case and evaluate which online marketing strategy is possibly more efficient, successful and cost-effective.

Some questions to explore about your digital marketing strategy:

What’s your audience? Age / Gender / Lifestyle / Location / Preferences / Education

Where is it online? In Social Networks / Ebay or similar / Google / Digital News Media

What is your product and service? What does it come to solve or satisfy?

How do your competitors reach your customers today?

How do your potential online customers find you?

Are they looking for you?

How does digital marketing fit into your global marketing strategy?

Elements and actions to build your digital marketing strategy are:

Create active and engaging social media profiles, with segmented content.

Landing pages for specific marketing actions your website isn’t suitable for conversion.

Digital graphic designs for complementary networks or media display.

Banners and parts for display ads on Google’s display network and in mass digital media.

Videos, Gif, and multimedia content.

Timely content for stories.

Collaborative actions with celebrities and influencers.

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