In the era of digital marketing, every company focuses on taking the advantage of the means of digital in order to reach out to maximum customer base and to assure an increase in the sales margin (Ledford, 2015). However while marketing through digital media often companies do not follow the proper way and as a result the purpose of digital marketing do not get fulfilled. Hence throwing light on the issues of digital marketing, the study will conduct a literature review in relation with the issue of digital marketing. The major issue that the study will highlight is the issue of improper way of SEO strategy. While discussing the issue of SEO strategy, the study will also highlight how the improper of way of SEO adversely affects the marketing of food industry. The study in the later half of the discussion, gives suggestive measures as recommendation in order to mitigate the issues. Finally, the study sums up the entire course of the discussion.
The study will aim to research the issue of SEO strategy since it is an integral part of digital marketing. Often it is that companies do not focus on SEO strategy, instead it is assumed in the business world that digital marketing solely means promotional campaigning on social media platforms. However according to Ledford, (2015), it needs to be mentioned that even the content published over social media marketing needs to follow the SEO strategy so that using the keywords customers can easily found the company over internet. SEO strategy or Search Engine Optimization refers to the use of keywords in the promotional content in a manner so that customer or reader easily found the company easily that they intend to. However, duplicate content, improper use of keyword, improper redirects, missing of title tags and so on are the most common issue that a company face while market their product or service over digital marketing (Killoran, 2013). Hence due to such issue it has been seen that companies suffer a lot as they do not get desired outcome even after spending a lot of money. Thus the discussion below will conduct a literature review to find out how SEO strategy is a growing issue of digital marketing.
According to Enache, (2014), duplicate content is the most common issue of digital marketing. In order to make digital marketing SEO strategy is the most crucial way through which a company will be able to reach out to maximum number customer. In SEO content, marketers or content writers use simple language, engaging words and specially emphasize on the use of keywords so that it the contents can be easily found upon searching over internet. The article states that the content which has mot number of keywords in a proper manner comes first in the search result out forming others. Thus generally marketers should focus on the keywords and create such a content which is different from the other existing contents over internet. However, the focus should strategic use of the words. However, a significant portion of similar contents can be found over internet which not only affects the company’s reputation but also mislead the customers. This reveals ineffectiveness of the marketers for whom the purpose of digital marketing is violated.
On the other hand, Moreno and Martinez, (2013), suggests the other common issue of SEO strategy which is broken internal links. With the growth of the sites and the updated resources, broken links cause serious issues in SEO based digital marketing. For example, it is often flashed on the screen that ‘page 404 not found’. It clearly means that there is a traffic dropdown or page 404 is not properly set up. Hence often customers or audience perceive that the company uses a site of low quality. As per the article, 35% sites over internet loss customer’s attention due to the issue of broken links. When a user visits any company site, they generally crawl a limited number of pages but not all the pages of the site. If a website has too many broken links, its number of pages get reduced in the search results which means a waste money that the company used in making the pages of the site.
Yi, Li and Li, (2015), further elaborated on the most common issue of the SEO strategy are the missing Alt tags and broken images. It is considered that image is the most crucial part of content marketing. However as the study revealed the issue of broken internal images create major issue in terms of SEO strategy. According to the article, around 45% sites suffer due to the issue of alt tags and 10% sites face the issue of broken images. Bothe of the issues are of serious nature. Alt tags are of immense importance for SEO strategy since it provides navigation to image search. Since Alt tags refers to the textual description of the images that helps the search engines in order to categorize them thus the it is necessary to include SEO keyword-phrases in the images. Beside of Alt tags the broken links downgrades the website as due to them users receive poor experience.
The three identified issues of SEO strategy adversely impacts the food industry since restaurants and food manufacturing companies use the digital marketing most along side of fashion industry. Often it is seen that restaurants use duplicate contents in order to promote its business (Killoran, 2013) Readers or customers generally get informed by reading contents which restaurants use for the purpose of promotion. Thus website content is the key factor of website success and of success of the marketing. According to Amerland, (2013), the quality of the content determines whether it can persuade the customer to visit the restaurant or the service offered by the food manufacturing company or the service of food delivery application. The more unique the content will be the more it will assure the strategy of SEO strategy. However, recently it is seen that duplicate contents are in the rise. For example, the content published by burger outlet is similar to the content of used by a cake shop. Hence due to this issue of both the food companies’ credibility get lowered.
Since the adoption of digital marketing is growing day by day, the number of digital marketing agency are increasing. Often inefficient marketers are being appointed who due to having inadequate knowledge of SEO strategy fail to set up internal and external links which disappoint a user or reader have a bad experience of Alt tags and broken links (Ledford, 2015). According to Ur Rehman and Khan, (2013), the images in SEO content are a most crucial part as readers by seeing the visual of food develops an interest. Hence the in appropriate SEO strategy and the companies’ less focus on quality SEO content create obstacles on the purpose of digital marketing.
In order to address the issues SEO strategy some suggestive measures can be given upon the above mentioned identified there major issues of SEO strategy.
Duplicate content is considered to be one of the major issues of SEO strategy. Since promotional contents are the key factor for food companies, special attention on the uniqueness of the content should be given. The marketers should be enough efficient who will be producing unique, engaging content with adequate use of keywords.
In order to address the issue of broken images, Alt tags and external and internal links, the companies must include employees in the digital marketing team who have adequate knowledge of informational technology so that they can set up the links assuring a better experience to the users. The companies can hire the well known digital marketing agency for the purpose.
Efficient marketers are key factor of the success of digital marketing. The success of digital marketing relies on efficiency of the marketers. Even the use of technological aspect too depends on how the marketers effectively incorporate the technologies in the process of digital marketing. In this regard, the SEO content is crucially depends on the marketers’ knowledge and efficiency. Hence it can be said that the recommendations have potential to address the issues of SEO strategy.
Conclusion
Thus it can be concluded by stating that the inappropriate manner of SEO strategy has turned into serious issue of digital marketing. Thus the study by analyzing the issue in detailed manner gives suggestive measures with which the companies will be able to mange SEO strategy. In order to give a better understanding of the issue of SEO strategy, a literature review has been given. Along with that, the paper discusses how SEO strategy affects the food industry.
References
Enache, M. C. (2014). Optimization Methods and Seo Tools. Risk in Contemporary Economy, 98-103.
Ledford, J. L. (2015). Search engine optimization bible (Vol. 584). John Wiley & Sons.
Killoran, J. B. (2013). How to use search engine optimization techniques to increase website visibility. IEEE Transactions on professional communication, 56(1), 50-66.
Amerland, D. (2013). Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence. Que Publishing.
Ur Rehman, K., & Khan, M. N. A. (2013). The foremost guidelines for achieving higher ranking in search results through search engine optimization. International Journal of Advanced Science and Technology, 52, 101-110.
Moreno, L., & Martinez, P. (2013). Overlapping factors in search engine optimization and web accessibility. Online Information Review, 37(4), 564-580.
Yi, S., Li, C., & Li, Q. (2015, June). A survey of fog computing: concepts, applications and issues. In Proceedings of the 2015 workshop on mobile big data (pp. 37-42). ACM.
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