Frequently Asked Questions

Got a digital marketing question? See if you can find the answer you are looking for on our frequently asked questions page.

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SEO stands for Search Engine Optimisation. It refers to the practice of optimising a website or web page to improve its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to drive organic (non-paid) traffic to a website and increase its online presence.

Key elements of technical SEO include website crawling and indexing, website speed optimisation, mobile-friendliness, URL structure, site architecture, XML sitemaps, canonicalisation, redirects, schema markup, structured data, SSL/HTTPS implementation and robots.txt file optimisation.

Local SEO refers to the process of optimising a website and its online presence to rank higher in local search results. It focuses on attracting local customers and improving visibility for businesses in specific geographic areas.

Google Ads provides various performance metrics to track your ad campaigns, such as impressions, clicks, click-through rate (CTR), conversion rate, and cost-per-click (CPC). You can also set up conversion tracking to measure specific actions that users take on your website, like purchases or form submissions.

Marketing communication services contribute to building and maintaining a strong brand identity by ensuring consistent messaging throughout all channels, creating branded content, leveraging brand storytelling, engaging with customers, and using PR to shape and control the narrative around your brand.

Handling media crises or negative press requires a careful approach. Although it’s important to address the issue promptly and transparently, make sure you designate specific individuals to speak to the media so you can ensure consistency in your message. Only share verified information and avoid speculations. If appropriate, offer a sincere apology outlining the steps to rectify the situation. Use such crises as an opportunity to learn and improve to prevent future issues.

Dealing with negative comments requires a thoughtful approach. Firstly, listen to the concerns expressed and empathise with the individual. Then, respond promptly and professionally, acknowledging their feedback and offering a resolution if possible. If the matter requires further investigation, assure the person that their concerns will be looked into. Publicly addressing issues with transparency and respect can turn a negative situation into a positive opportunity for community growth.

To increase email open rates, consider crafting compelling subject lines that pique curiosity or offer value, segment your email list to send more targeted and relevant content, personalise the email with the recipient's name, optimise the email preview text and periodically clean your email list to remove inactive or unengaged subscribers.

Brands can measure the success of an influencer marketing campaign through various metrics, such as engagement rate, reach, impressions, click-through rates, conversions and sales. They can also assess the impact on brand awareness, website traffic, social media following and customer sentiment through surveys, feedback and sentiment analysis tools.

The choice of social media platforms depends on your target audience and business objectives. Some popular platforms to consider include Facebook, Instagram, Twitter, LinkedIn, YouTube and Pinterest. It's important to research and identify the platforms where your target audience is most active.

There's no fixed timeline for website redesigns, but it's generally recommended to consider a redesign every 2-3 years. However, if your website is outdated, not user-friendly, or no longer meets your business goals, it may be time for a redesign.

Some key benefits of PPC advertising include immediate visibility in search results, highly targeted reach, control over budget and spending, measurable results and the ability to adjust campaigns in real-time.

Keyword research is essential for identifying the most relevant and effective keywords for your content. You can use keyword research tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer to discover relevant keywords and analyse their search volume, competition and potential value.

Citation building refers to the process of creating and managing online references to your business or website on various directories, local listings and other platforms. These references typically include your business name, address, phone number (NAP) and website URL and they play a crucial role in local SEO.