beon-communication

“Content is key to attract the target audience to the site”

Friday November 2nd, 2018

What are the keys to develop the right SEO strategy?

This is a good question to start with, as it is key to determine the success of any serious online project. Summarizing all, I would highlight four big areas:

1. Competence analysis.
In an ecosystem as competitive as the digital one, it is essential to know the market in depth, see what competitors are doing. Equally important is knowing your own strengths and weaknesses, like those of other brands because these differences will allow us to leverage the situation and take advantage.

2. Keyword research.
Very important since these will be the words that users will use to make queries in different search engines and, therefore, will be the way the user will find us.
Here I want to emphasize the difficulty of carrying out a search of keywords nowadays due to the continuous updates in the algorithms of the searchers. For example, Google updated its algorithm in 2013 to penalize those robotic texts in which keywords were massively dumped in the content with the sole purpose of positioning the term.

The tendency has been placing users in the center of all these mechanisms and, therefore, if the content is not relevant to them it will neither be so for the search engine. Hence the importance of concepts such as long tail keywords or semantic searches or, what is the same, enrich the content with relevant but not key terms that provide some value to the user.

3. Give the content the importance it deserves.
Closely related to with the previous point. It is useless to have the keywords very identified if we do not know what to do with them. The content is key to bring the target audience to the site, to maintain it and to differentiate ourselves from the competitors.
In addition, an attractive content, original and relevant to the user will also be perfect for the search engines algorithms, which will reward ours with respect to the rest of contents that do not develop this area in depth.

4. Measurement.
It is basic to know if we are succeeding in our work or we need to change the focus. One of the advantages of SEO at this point is that it is fully measurable: we can measure the ranking of our keywords, the number of incoming links, web traffic captured by a source…

At this point, we must transmit calm to our client, since it is very common that if they do not understand the whole process they may demand very short-term results. Although it is true that significant changes can be observed from the very beginning, it is proved that SEO optimization gives consistent results in the medium-long term. Also, it is necessary to make the client see that SEO is a daily job, that requires a lot and that does not end with just having an optimized and beautiful website.

Do SEO and SEM work well together?
Of course. SEO and SEM are not mutually exclusive channels but complementary ones.
Most online projects will have a limited organic coverage so you will be losing qualified traffic somewhere. SEM will allow us to address these keywords and work to maximize the project coverage.

A strategy that combines both channels and works exceptionally well is using SEO as an attraction channel through quality content, and to use remarketing in SEM as a tool to re-impact on those users who did not become an organic visitor. If we evaluate SEO and SEM in terms of ROI, and not cost, we will be pleasantly surprised.

What are the advantages of planning a SEM strategy in advance?
I could not start working the SEM without a previous planning, since it clarifies the execution and brings transparency with the clients. It is very important to identify the objectives of the campaign since that way we can redirect it and choose the project needs. Depending on this we can make one type of campaign or another (searches, display, video…).

Of course, knowing the budget range available to make a proper assessment makes everything much easier for the professional, and from the first moment campaign results can be estimated with certain logic, and not blindly.

My objective when I carry out any campaign planning is that this preliminary project contains enough information so that any colleague who has not participated in the planning may execute it anyway and, in addition, the client may know beforehand how the proposed campaign will work.

What should comprise the right online marketing strategy?
Beyond the type of marketing strategy that is developed or the channels that planned to be used… It is essential to define specific marketing objectives, also known as SMART objectives. Also, it is crucial to define a measurement system and develop a table with the KPIs and performance metrics that will be the reference to evaluate the performance of marketing actions. That is, to specify what we are going to measure.

If we do not start by defining the strategy well and we cannot close it with a solid and concrete measurement system, the middle part of the strategy (content strategy, actions, channels…) loses effectiveness because we do not have a context to compare the performance of the marketing actions carried out.

Why the digital marketing analytics is so important and what information does it exactly provide to our industry?
Analytics closes the cycle of marketing actions. Daily work and needs sometimes leave no room to data compilation, but it is a very important activity.

Those of us who work in marketing endeavor to make super comprehensive, complete reports, but I find it more useful to design functional control panels that show the key metrics for each client, to draw conclusions with them. Results are much better this way, since the client finds the information much more accessible and takes time to read the whole report.

With respect to the second part of the question, digital analytics brings many advantages, but I think that for a marketing professional the biggest one is to know if the accomplished work is aligned with the objectives set in the initial strategy. It is the only way to know if we are doing well.

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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