It is always important to keep up to date with your online presence, in order to gain traffic to your company’s website. These are digital marketing techniques to avoid making for in 2016.

1.       Desktop-only accessible website

Everyone uses smartphones in today’s society to browse the internet and to shop online. One way to lose potential customers is to have desktop only accessible website, meaning the website doesn’t work on phones. Google requires your website to be mobile optimised, in order for it to give your website a high rank.

2.       Not updating website

Beside mobile optimisation Google watches closely how often users engage with your website. It was found through research that consumers return to a website repeatedly for product information, contact details and corporation.

Google focuses on delivering quality answers from high quality websites. Google takes customers’ habits seriously and want websites to serve the needs of visitors. Google interprets high bounce rates (when a person enters a website and leaves without engaging) as a sign that a website has irrelevant content and lowers the rank of the website.

3.       Spam Link

In 1999 Google changed how it determined quality, when it decided that it would value the website by the number of other websites that linked to it. Using backlinks as a way to determine websites usefulness became easily manipulated, with websites linking to artificial websites with poor quality content with irrelevant information.

Since then Google have created a penguin updated, which penalises websites without authentic backlinks, Google requires high quality backlinks.

4.       Superficial social channel

As social media marketing rapidly progressed companies were quick to add any content on social media, believing that social media presence would prove credibility.

However, social media became one of the three biggest methods of customer support, followed by phone and email, which means customers expect quick responses on social media. Social media presence is important, but it is also important to use the social media as a customer service tool.

5.       Single display and Facebook ads

Research has found that 2% of website visitors convert on the first visit, sales professionals have found it takes up to nine contacts before a sale has closed. So this is similar with how websites work.

Facebook and Google have made this possible through re-targeting (which Google refers to as re-marketing). When a visitor lands on a page, a piece of cookie or JavaScript is placed in the browser. This means that after the visitor has left the page the cookie will then place certain ads on whatever page the person visits. Modern technology enables advertisers to target and lure one customer at a time through series of attention tactics, eventually leading to a sale.