When it comes to marketing your business online, it's not long before the issue of Search Engine Optimisation (SEO) pops up. Since Google's domination of the online search space, the ability to get yourself onto that "First page" of results is seen as an absolute necessity for many.
But is it, and probably more importantly, is it actually cost-effective to achieve? I've recently been doing a lot of work on website metrics for a number of different organisations involved in e-commerce. Some of which put considerable sums into SEO campaigns. The facts of these metrics are sobering.

The practice of Search Engine Optimisation has been with us for over a decade now, but we need to be careful that we do not promote our businesses online 'like it is 2004' as digital marketing expert Gary Vaynerchuk would put it.

Websites are ever evolving, technologies continue to develop and it is vital for your website to stay ahead of the competition, so, if you don't have a never-ending budget, what should you do?

Treading new ground in digital marketing is a daunting prospect to most small and medium enterprises, but getting your brand into the digital realm is not as complex as it may seem. The challenge is, which platform and how best to interact with the target audience.

Before you even think about what your brand will look like, it's important to prepare properly. It's no good cutting corners here, you want a brand that works and will continue to work beyond next Tuesday, so give it some thought. There are many questions to ask which will help you to define your brand - here are just six of them.


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