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Ekwa and Online Marketing: an Overview

Evolution of online marketing and what local business/practice needs to do to succeed in the online world

SEO and online marketing have evolved over the years. Gone are the days when a website with original content and a few backlinks was good enough to rank at the top.

Over the years, more factors have been introduced, and today, everything from a website to an online profile (and everything in between) is interconnected and affects overall performance.

Not forgetting that nothing is static. SEO and social algorithms, web standards, UI best practices, and even laws related to user privacy and accessibility change frequently. So, what was a best practice last year is replaced with something new.

For a local business/practice to succeed in the online world, all of these factors must be considered.

References:
https://searchengineland.com/library/platforms/google/google-algorithm-updates
https://moz.com/google-algorithm-change

Marketers always knew that there were several hundred ranking factors, but according to some "leaked" documents, Google looks at thousands of factors and tens of thousands of data points (2,596 modules with 14,014 attributes) when determining online performance.

References:
https://herdl.com/google-algorithm-leak-analysed/
https://searchengineland.com/google-search-document-leak-ranking-442617

We all know many of these factors are important, like user engagement, original content, reviews, backlinks, links, titles, offsite optimizations, not implementing any black hat SEO techniques, etc.

However, take this "leaked" data with a huge grain of salt. It is a few years old (some say several years old, but we know it's relatively new as it has evaluators related to COVID). The data does not reveal how the actual ranking algorithm works, nor does it reveal how each evaluator is weighted or the larger system this is a part of.

Though it's not the secret sauce, it does confirm what we already know and give some insight into what we should focus on more.

Reference: https://www.searchenginejournal.com/alleged-google-data-leak/517758/

Google Looks at hundreds of ranking factors. How that affects your business
Cropped view of woman holding white jigsaw near connected puzzle pieces and social media lettering

To put it another way, if you consider SEO to be a huge puzzle, we just got a hint at what the corner pieces should look like. It may seem insignificant, but it's better than nothing.

All of this can make the most seasoned business owner's mind spin, which is what brought you to Ekwa marketing.

In a nutshell, Ekwa focuses on revamping your website and key offsite platforms during the launch stage. The focus is to ensure everything is created to comply with all the technical standards and guidelines. Then, we transition to the marketing stage. As the name suggests, the marketing stage is when the marketing starts. The goal in the marketing stage is to move the needle for each area, which ultimately grows your practice/business every month.

This is why online marketing is often referred to as a marathon and not a sprint. It's one area of marketing that you can never stop and take a breather.

References:
https://www.seo.com/blog/when-can-i-stop-seo/
https://searchengineland.com/how-long-seo-takes-429804

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