Online marketing.

Comprehensive Information About Online Marketing

Read everything about online marketing on this page. Scroll down for an overview of topics and frequently asked questions.

 

What is Online Marketing?

Online marketing is the use of online tools and channels to promote and sell a brand, product, or service on the internet.

The online marketing field is large and very diverse; channels include your website, newsletter, social media, and email. Online marketing encompasses all the ways we use these channels and techniques we apply such as SEO, SEA, and content marketing.

In various articles, we explain the techniques, goals, and strategy behind online marketing. On this page, we have gathered summaries and answers to frequently asked questions. Want to read more about a topic? Click the link to the full article. Can’t find the answer to your question here? Send me an email with your question, and we will assist you further and gladly add the answer to this page.

 

Ranking Organically High on Google: What is SEO and How Does It Work?

A high position on Google is a goal for many, rightly so. If you are found on the right terms, this brings you visitors and leads. But how do you achieve that high position without Google Ads? The short answer: by using various SEO techniques and the right content to appeal to search engine crawlers. These bots scan the internet and index websites, with Google determining the final ranking in the results according to a secret formula. Ranking organically at the top of Google is influenced by several factors:

1. Links to your website
2. PageRank, the valuation of your website
3. Reputation and trust, how do visitors behave? Do they value the information and do you build a reputation or not.
4. Do you offer valuable information?

Above all, the user is increasingly central in search engine optimization. Curious why or how to apply this? Read more about the various factors, SEO optimization, and the role of the user in ‘Ranking High in Search Engines, How SEO Actually Works’

 

How Do I Develop an SEO Strategy?

It may sound more complicated than it is because you can make SEO as difficult or easy as you want. Are you just starting with SEO? First, get the basics in order. In practice, 90% of companies can gain a lot with a simple SEO strategy that you develop in 3 easy steps:

1. Keyword research
2. Technical SEO
3. Content marketing

SEO means optimizing your website so that Google finds it, indexes it well, and gives it a high position in its search results. In our SEO strategy, we combine technical optimization of the website with keyword research to determine what our target audience is searching for. The keyword research forms the basis for the content marketing with which we will reach the target audience.

Are you going to develop an SEO strategy yourself and want to read more about it? Then read our full blog ‘An SEO Strategy in 3 Steps’

 

Why Conduct Keyword Research?

Search engine marketing has two branches, SEO and SEA. Good keyword research is the foundation for both. Based on this research, you make choices for your content and ads, and you learn a lot about your target audience. From good keyword research, you learn at least:

1. Which keywords your target audience uses
2. What the search intent is, what information your target audience is looking for
3. New insights about your target audience’s customer journey
4. The value of a keyword

In ‘Online Marketing Starts with Google Keyword Research and Analysis’ you can read more about the different factors we investigate for keyword research and what insights you can gain for your SEO and SEA strategy.

 

What is Content Marketing?

The definition of content marketing is as follows:

Content marketing is a strategic marketing approach focused on creating and distributing valuable and relevant content with the ultimate goal of attracting or retaining a clearly defined target audience.

Want to read more? Then read ‘Content Marketing: What Is It Actually?’ where we delve deeper into the origins of content marketing and look at an example from American Express.

 

Why is Content Marketing an Indispensable Part of Online Marketing?

This really shouldn’t be a question anymore. Because who doesn’t know the saying Content is King? Cliché but true, also online. We can hardly think of a reason not to do content marketing. Need some arguments? Here are 5 reasons to start content marketing right away:

1. Content marketing may seem difficult, but it is actually very accessible. The internet is the most accessible medium we know.
2. Everyone is online, including your customer
3. Content marketing is essential for your online findability
4. With content marketing, you work on customer retention during the customer journey
5. By publishing content yourself, you have control over your image and authority

Want to know more about these 5 reasons? Read ‘What is Content Marketing? 5 Reasons to Get Started Immediately!’ and then start content marketing right away.

 

Why is Content Important for SEO?

When you want to work on your SEO, you might not immediately think of content marketing. But don’t underestimate the value of content! There is a large overlap between SEO and content marketing; we can even say that content is the foundation of your SEO strategy. You need the words, articles, and volume of content marketing to truly implement SEO successfully in your marketing strategy. Still not convinced? Here are 9 more reasons why SEO revolves around content:

1. The goal of SEO is usually more visitors. With content, you give visitors a reason to return.
2. Good content shows expertise and builds authority, a tool with which you also convince potential customers of your knowledge and skills.
3. Offer the right content and you will attract visitors in different phases of the customer journey. You get on the radar of potential customers and thus turn website visitors into leads!
4. Social media is the new word-of-mouth, and social shares are taken into account by Google in valuing your website. With good content, you also have something to offer on social media, hitting two birds with one stone.

The other five reasons why you can’t do SEO without content can be read in ‘9 Reasons Why Good Content is Essential for SEO’

 

How Do I Develop a Content Strategy?

With these four simple steps, you set up a content strategy that is successful and sustainable:

1. The goal of content marketing and KPIs. Determine your goal and which KPIs support it, making your efforts measurable.
2. Define your target audience and content needs. Identify who your target audience is and conduct keyword research to find out what content they are looking for and what they need.
3. Time for a brainstorm! You know what your target audience is searching for, now think about what content you can offer for that.
4. Plan how you will handle content distribution. How, where, and how often will you distribute content? With good distribution, your content delivers lasting value.

Looking for examples of online marketing KPIs or want to read more about content distribution and other aspects involved in formulating a content strategy? Read ‘A Content Strategy in 4 Steps’

 

What Influence Does My Website Structure Have on SEO?

You have an SEO and content strategy, regularly share valuable content, and work on SEO optimization of your website. If you are ready for the next step, consider taking a good look at your website’s structure. How is your website structure set up? And does it strengthen your SEO?

Website structure indeed influences your SEO. A good internal linking strategy helps Google read and value your website even better. We work according to the hub and spoke principle to bundle SEO and content marketing in the website structure, where various smaller blogs support one page with a lot of content. With the hub and spoke structure, you build the authority of your most important pages, increase visibility for the linking pages, and make it easier for the Google crawler to understand your website.

Ready for the next step in SEO and Content Marketing? Then read our article ‘Advanced SEO: Hub and Spoke Content Marketing Strategy’

What is Domain Authority?

Domain Authority is a number from 1 to 100 that predicts how high your site will rank on Google. The higher your score compared to competitors, the higher the chance your website will be at the top of the search results.

Domain Authority by itself says little. But, compared to your main competitors, it is the KPI for the success of your online marketing strategy. Your Domain Authority is determined, among other things, by the number of links and domains linking to your website, your internal link network, and the technical optimizations on your website.

Read more about how to use and increase Domain Authority in our article ‘Domain Authority: Making Online Marketing Results Measurable’

 

How Does Google Ads Work?

Being at the top of Google is a wish of many organizations. And rightly so, Google is by far the most used search engine in the Netherlands and most other countries. SEO is, however, a long-term marketing strategy; you don’t get to the top immediately. We believe in SEO and that organic findability is very important, but what if you want to see faster results? Then consider Google Ads. We always recommend a combination of SEO and SEA because that way we work on success in both the long and short term.

SEA stands for Search Engine Advertising, and we almost always mean Google Ads by that. Paid search results are the ads from brands that pay the most for them. For a certain search query, for example, ‘taking out a mortgage,’ companies pay an amount to appear to the searcher. You enter a keyword and corresponding bid, and you’re ready to go!

Okay, it’s not quite that simple. Want to know more about Google Ads and how it works? Read our article ‘Top of Google: Search Engine Advertising (SEA) Explained’