The devil is in the details. We’ve all heard this saying before and it can relate to online marketing in so many ways. What this idiom means is that it’s the small details that can often make a relatively simple task more difficult and time consuming. As you look closer, there are more things that can be worked on and you’ll understand why an internet marketing campaign can always be changed and made better!
Here are a few minor but important aspects of online marketing that can be easily skipped over or even forgotten:
- You only focus on optimizing for Google – If you completely skip out on Yahoo and Bing, you’re missing out on a smaller but still very important demographic. Ranking well on these sites will help your business if you’re struggling on Google.
- You ignore free, local resources – I went kayaking at a local rental place after seeing good reviews on Yelp. However, I was surprised to see a comment by a customer stating that the address in the listing was wrong. This means that the business has not claimed the listing or bothered to correct this mistake. When resources like this are free and you’re already receiving numerous positive reviews, it can only reflect negatively on your business if you choose not to be more involved.
- You focus too much on organic rankings – Search engine rankings can be volatile and unpredictable depending on competitors, search trends and even holidays. I’ve known people who obsess over their rankings on a day-by-day basis – as in yesterday I was number 2 but today I’m number 3, what happened? This is not an effective way to gauge your progress and your efforts can be more helpful to your long term brand presence in organic searches.
- You always use exact keyword matches – It can be tempting to always use exact keywords when linking in anchor text. But with the Google Panda updates, Google is on the lookout. This mean that you can be penalized for excessive exact match anchor text. The bottom line is that Google wants more natural linking keywords that are actually helping people instead of just appeasing their Google bots.
These are just a few things I could think of at the top of my head at the moment and the list is never ending. Even if you don’t have time to sit down and digest all the details at once, it’s good to go over what you can from time to time so that you have a clearer view of the bigger picture. Don’t like the minor details overwhelm you!