7/04: Digital Marketing News


Gordon Carslaw. Lisa McAteer.

A shorty but a goody this week: Gordon's banging the Local SEO drum and Lisa's delving it an old SEO favourite - link building and content marketing. Enjoy!

The New P in the Marketing Mix – Proximity

Oh how I remember the days of the 4 P’s in high school. Life was much simpler those days. Product, Place, Price and Promotion and you sat there in class feeling like a marketing genius – “I’ve got this”. So whilst my teenage years went flashing by before my eyes, so did the rapid growth in digital. Before you know it the list has went from 4 to 8 (product, place, price, promotion, people, processes, physical evidence) and in the last week columnist Brian Smith is telling us to add another one to the list – Proximity.

The days of paper maps are gone. “Where am I?” “What’s near me?” “Where can I find this and that?” technology now allows us be the centre of the map and for marketers that’s important because our location can have a real impact in our ranking on searches due to the increase in ‘near me’ searches. Of course the 'proximity rank diminishes in importance if the person searches for something beyond their current location. However, for those times that a person is searching for something local, it's important for brands to rank highly for proximity. To do this, a strategy is needed to enable a brand to rank in local searches, and be visible to the person searching. As always with search, as a brand you need to make yourself visible, and relevant to the user. And that means demonstrating to search engines that you're just that - easy to find and relevant.

If you’re a regular to our blog, forgive us if it seems we are banging that Local Search drum once again, but it is important to recognise and act on what we can control or influence within a user’s local search to increase the chances of us being part of their experience. Obviously, we can increase PPC bids, but we must use SEO best practice to ensure that we appear in local search results by having accurate business information to all major location data aggregators. 

What we need to look at is location citations, reviews and Google MyBusiness, according to Brian. Sorry Brian but before I continue, can we please remember Bing Places - it’s not all about Google you know. Anyway Brian please continue:

‘Local citations are important in that they give Google a strong indication that your location is where you say it is and that you have enough clout to attract backlinks. Meanwhile, reviews help establish the local authority of your brand. The more people vouch for your location with positive reviews, the more comfortable Google feels about sending customers your way’.

Ah cool, thanks Brian, and of course we all know the importance of Google My Business from our past blogs here at Dog, especially with the growth of Voice Search and Digital Assistant, something Brian also covers in his Blog but you can also read up more on that on our Blog here.

You can read Brian’s column here at Search Engine Land and don’t forget to let us know your thoughts on the latest P to join the Marketing Mix List.

Gordon Carslaw, Senior Digital Marketing Executive


So now we need links for SEO success?

For years now there has been a movement away from actively ‘building’ links as part of your organic strategy.  The truth is link building, earning, or however you put it, is an integral part of organic success though high rankings in the search engines. And as such should be treated as a priority for all brands. 

A study of over one million search results from Backlinko substantiated this:

“We found the number of domains linking to a page correlated with rankings more than any other factor,” wrote Brian Dean. The data also showed that “a site’s overall link authority (as measured by Ahrefs Domain Rating) strongly correlates with higher rankings.”

The number of quality links you have pointing to your website is a key ranking factor, alongside content authority, site speed and other onpage factors.  Variety is key in your backlink profile. Google wants to see diversity in links from trustworthy domains pointing to your site and will rank accordingly.

Content marketing has been a buzz word in digital marketing since 2014, creating organic content for links should be strategic process and not just throwing blog posts up and leaving them there in the hope they’ll drive traffic.  What content you create, where it lives and how you promote it all have to be considered beforehand.  Link building in 2017 is a methodical process that require a huge amount of research and planning to be successful.

Link building is very much alive and an integral element of SEO success; Google wants high-authority editorial links and this is much easier said than done. Paid links and advertorials are too risky to your website to allow you to barter your way into the organic search results, content has to be created with the user in mind first and foremost.

Not all links are valued equally so it is very much quality over quantity.  Having too many low-value links pointing to your domain can actually devalue and be potentially risky to your website.  Links are very much alive and kicking in 2017 and at Dog we continue to create our organic strategies with link building as a priority.

Read Backlinko’s study here.

Lisa McAteer, Senior Channel Manager – SEO


So there you have it, the latest news from across the digital and marketing world that have caught the eyes of our marketing specialists. If you have any comments or questions, feel free to tweet us or hit us up on Facebook!