Kapstoneng-Bright Solutions. Profitable Results.
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Our Blog

What is SEO/Search Engine Optimization?

Search engine optimization is one of the core facets of digital marketing. Any decent digital marketer will tell you the importance of staying on top and how to get there. Search engine optimization works on the premise of how search engines are designed. Search engines like google and yahoo have crawlers that explore and hunt through the internet to find websites. Once these websites are found, they are returned to the search engine in the form of 1s and 0s, which are indexed according to the reoccurrence of the term that was searched for on the website. So for example, if you are offering a summer camp for children and your website doesn’t have any content on the summer camp that you are offering and only on the general product; then it is likely that your website won’t be featured in the top website searches. But if your website is filled with content on the summer camp and other phrases such as a class for children during the summer or camp for kids during the holiday; there is a higher possibility for the website to show up in the top searches.

There are essentially three forms of search engine optimization. Firstly, there is white hate search engine optimization that utilizes efforts such as quality content development, HTML optimization, research, outreach, etc. The white optimization is where a search engine optimizer does not resort to any action that tries to find loopholes within the search engine to promote the website. Talking about loopholes, black hat search engine optimization uses loopholes that are present within the algorithm of the search engine to promote the website. Black hat search engine optimization will include methods such as link spam, stuffing content, etc.

Most search engine optimizers’ work in the area known as grey hat search engine optimization. Grey hat search engine optimization is where optimizers utilize methods from both white hat optimizers and black hat optimizers to deliver timely services to the client. If your service provider deals with only white hat optimization, then it is likely that you can expect a fair market defined price. But if you are going to put your service provide under stress then expect them to turn to these techniques to get your demands met. Although the grey hat and black hat search engine optimizers work within the confines of the law; they are still taking a risk by employing such techniques and thus will demand a higher price when compared to market standards.

Digital Marketing: A brief

Digital Marketing: A brief. People are online for a number of reasons; be it searching for a job, a place to rent, a gift to buy, a service to order, etc. So it makes sense to take your marketing efforts online as well. Marketing has always been about connecting with potential customers to boost your sales and digital marketing is no different. The only major difference with digital marketing is that we are required to stay updated with the current and future strategies. In this article, we explain certain basic strategies to help you get going.

  1. SEO

Unless you’re living under a rock, you should have heard about SEO. Anyway, let us explain SEO is search engine optimization that helps your website to rank among the top searches by making certain changes to your website.

  1. Content Marketing

Content marketing is two-fold but the gist of it is to promote marketing efforts using content commodities such as blog posts and articles on your website that will direct customers to your website when they search for specific keywords that you have included within the article.

  1. Social Media Marketing

Social media is among the most popular reasons why people are online. Having a great facebook page or Instagram handle can make all the difference. For starters it drives a lot of traffic to your page or handle and secondly you can utilise it as a place to connect with similar companies and tap into their customer base through coordinated efforts.

  1. Ads

A number of top search engines and social media platforms run ads that can be bought for a reasonable price. Unlike real-world marketing where you can’t always target a specific section; social media marketing gives you the flexibility to run target specific ads that bring in the kind of customers you are looking for.

  1. Email Marketing

The finest example of email marketing is Hotmail, and we suggest that you look into the case study done around Hotmail’s email marketing strategy. A lot of people have their email ids synced to their phones; meaning your promotional email will most likely be read as long as it catches the eye of the viewer.

The essential component of digital marketing is to adapt and speak to the user.

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