The digital marketing world is constantly changing and growing. As a result, there has been a huge number of agencies created to help businesses with their digital marketing endeavors. In fact, it’s estimated there are 7,761 in the United States! So what do these agencies do? This article will dive into the various roles of these firms.
One important role is SEO or search engine optimization. This is the process of understanding a website’s positioning and search engine results, and offering suggestions to make it more favorable for search engines like Google and users like you and me. The process can include a lot of information including analyzing the keywords a website ranks for and seeing what could be added, looking at referring domains, analyzing images on a site and URLs, looking for page errors, analyzing site descriptions, looking to see how fast a site is, offering social media suggestions, looking at the demographics of site visitors and much more. A lot of this information can come from resources such as SEMrush and Ahrefs which you can read about in our previous articles. Overall the goal of SEO is to increase the quantity and quality of traffic through organic (unpaid) search results.
PPC or pay-per-click is when an advertiser pays a fee each time one of their ads is clicked. For example, I may be advertising my product using Google Ads. To make sure it shows up in Google search results: 1) I would create a campaign that includes keywords related to my product. 2) I would write descriptions for what I want to show up on Google. 3) I would provide Google with the URL I want users to be sent to when they click on my ad (the destination URL. 4) I would set a budget (the maximum amount of money I want to spend total in a month for google to show my ad). Every time someone clicks on my ad, I would get charged. Digital marketing agencies can help clients set these campaigns up, and can help monitor results, make changes, and diagnose errors/issues.
Another important role digital marketing agencies play is reporting. Whether it be daily, weekly, or monthly, companies want to know how their advertising efforts are performing. Digital marketing agencies can provide them with reports that highlight metrics like how many impressions, clicks, and conversions are received, which ads are performing better than others, how traffic has changed over time, how much money was spent, what keywords are getting clicks, and much more! Obviously, this information is important for businesses to make decisions and reach objectives.
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