The Australian market has evolved fast. This is evident with the recent innovations in the telecommunications industry. These days, the variety of digital devices that connect to the Internet influence how businesses reach their target audience. Other than laptops and desktop computers, Australian consumers now use smartphones and tablets for different online activities, such as shopping and social networking.
There’s also a growing trend of Australians who use televisions with Internet connectivity. According to a recent Nielsen report, Australian Connected Consumers Report 2013, 33% of Australian homes now have a TV that connects to the Internet. This opens up possibilities for entrepreneurs who want to reach the homeowner demographic.
Melanie Ingrey, co-author of the Nielson report, declares that Smart TVs allow marketers to develop content that will go live on previously unutilised channels. This new media environment now makes it important for businesses to frame other ways to reach their target market. It also brings out a need for a flexible strategy, so your company can use all applicable avenues to engage your audience.
The Changing Media Landscape and its Effect on Online Marketing
New inventions in the telecommunications helped influence consumers to adjust their Internet usage. Although the Smart TV is gaining a foothold, more consumers still prefer to browse the Internet through their phones and tablets. This development, apart from Google's Panda and Penguin updates, has brought about the following changes that affected the rankings of websites in Australia and other parts of the world.
Search Engine Optimisation
Since 2011, Google has made wide-ranging changes on its algorithmic indexing schemes. Panda pushes down the rankings of sites with poor content, while Penguin targets those that use shady linking schemes. As a result, the focus is now on publishing good content with appropriate use of search terms and links from authority websites.
Although many companies have become confused, specialists in the industry reiterate that the basic keyword use and linking guidelines still apply. There’s more need for stricter compliance to follow established regulations, however, which makes it impractical to continue with black hat practices.
Maintaining a mobile website can potentially increase your sales, as users are more likely to buy from a mobile site than a website viewable only through a desktop. This makes a mobile website a basic requirement for business owners who want to improve their reach. Adding a countrywide campaign, on Facebook Mobile, for example, allows you to reach approximately 7.3 million Australians.
This data from Nielsen's Australian Online Landscape Review for July 2013 also imparts the need for a more active social media presence. Google+ is now a social site you should think about joining, especially due to the onset of the Panda and Penguin updates. You need to claim the content you've been writing, so you can build your authority ranking and push your website up the search results.
The changing media have also affected web design. Websites are now interactive. There's more emphasis on picture backgrounds, single-page layouts, and continuous scrolling. A site also needs to be more minimalist to speed up the loading time and become viewable on mobile devices.
Content marketing is important to any business marketing strategy. You need to publish well-written, original, and fresh content regularly to engage your target audience. Original is the main keyword here as Google imposes heavy penalties against sites with duplicate content.
More than SEO: Creating an Effective Online Marketing Strategy
The differences between online marketing techniques such as SEO, content, and social media is growing increasingly blurry. The equation of high-quality content to a high ranking on the search results, including the need for a more social and mobile presence, have made online marketing more exciting to navigate.
You need more than an SEO specialist with proficiency on the current search marketing regulations. Working with an SEO specialist on how search marketing works is your best bet. The team should help you adapt well to algorithm changes that Google and other search engines impose as soon as they happen. Using highly professional SEO services in Australia, or in Europe or in the U.S. will make a difference in your results. After all, SEO is meaningless unless it is moving your business steadily toward page one of the primary search engines.