What is communication and how does it take place? What does communication theory have to do with SEO or Google Adwords ? What influence do communication errors have on the effectiveness of SEO and SEA campaigns? How can you adapt your working methods to communicate more successfully?
The following guest article by Marcel Schrepel – co-founder and managing director of trust in time from Berlin – deals with these and other questions .
The article is intended to show what role communication plays in search engine marketing ( SEM ), what communication actually is and how communication problems can be avoided in search engine marketing. I would also like to make practical conclusions on how to optimize SEM communicatively and what you should pay attention to in your daily work in order to achieve trouble-free communication .
In my opinion, there is no need to explain here what SEM (search engine marketing), SEO ( search engine optimization ) and SEA ( search engine advertising , e.g. Google Adwords ) are.
I am primarily concerned with the impact of communication on these areas and how they are actually linked to communication and vice versa.
Historically, SEM - especially SEO - has always been in the "performance corner" and you never really had to be able to communicate. Rankings are just rankings. However, the communication potential of SEO portugal phone number data or the communicative objectives were never properly integrated into the overall process, nor was it properly considered that optimized communicative factors can increase the efficiency of SEM even further.
Today, users are exposed to a wide variety of advertising stimuli . Ads, remarketing , cookies , and full-screen banners lurk around every corner . SEO used to be a niche topic - today it has arrived in almost every company. The German economy invests billions of euros in online advertising every year . This makes it all the more difficult for SEO agencies and advertisers to differentiate themselves in this gigantic market - including in the way they advertise. Above all because ever more innovative approaches and methods are raising the bar. However, I think that professional and competent differentiation is still very possible today, not least through the way we work and the depth of processes and factors taken into account. Successful communication is one of them.
In order to build a bridge to the actual topic, we must of course also deal with communication models and definitions in this article in order to be able to derive logical necessities on this basis. I will discuss these models and definitions in the first section. In the middle part of this article, I will discuss the disruptors of communication and - building on this - the specific communication disruptions in SEO and SEA . In the last part of the article, I will reflect on the disruptions in relation to the way of working and derive potential stumbling blocks in a practical way . I would take the points mentioned there less as a compulsory program, but rather as suggestions and incentives.
First of all, it must be made clear that communication plays an important role not only in online marketing, but in all areas of digital corporate communication and in marketing itself.