Question 1. 

Do you have your own domains?

If no, then choose and register your internet domain. Then ensure that your email addresses and web addresses are fully advertised on printed as well as electronic media.

Question 2.  

Conduct a Web Site Audit.

Is your website fully optimised? If you are unsure, check with SEOptimer. Then implement any improvements suggested.

Question 3.  

Have you integrated your digital and “traditional” marketing? With a clear hierarchy?

If not, you should do so a.s.a.p.

Question 4.   

Regular Traffic Analysis?

Do you analyse your site traffic on a regular basis? If not, use Google Analytics on a regular basis.

Question 5.    

Traffic Analysis follow up?

Do you discuss your traffic statistics and then agree follow up actions following regular reviews? If not, this process should be instigated.

Question 6.

Do you have a designated webmaster (whether internal or external) responsible for your SEO?

If not, then this should be a priority. If external, you should still have an internal member of staff capable of an informed dialogue with your external consultant.

Question 7.                    

Have you defined your goals?

Who specifically are you targeting? Will your SEO strategies vary from location to location? What benchmark will you use as a measure of success?

Question 8. 

Have you assessed the competition?

If you have not done this, check with similarweb's Website Performance Analysis Tool.

Question 9.                    

Have you updated and completed your company's profile in ExpoScotland and the Kompass Directory?

If not, click here (it's free of charge).

Question 10. 

Have you submitted an XML sitemap?

An XML sitemap is probably one of the more fundamental steps in setting up a digital marketing campaign. An XML sitemap is submitted to major search engines like Google and contains information about all of your site’s web pages, which makes for more effective search engine crawling.

Question 11.    

Has your site been optimised for a mobile audience?

Appealing to mobile – tablet and smart phone - users is particularly important as approximately 80 percent of all local searches are conducted on a mobile device. You can check with Mobile Friendly Test.

Question 12.        

Have you determined relevant keywords? In all relevant languages?

Use Google Webmaster to determine which keywords and phrases your target audience is searching for when they visit your competitors’ websites. See also SEOptimer Keyword Generator. If you subscribe to Kompass' Booster International service, this will give your company a profile in 25 different languages.

The Final Steps

Digital marketing is an ongoing endeavour that has no end point; even when goals are met, you’ll still need to be fully invested in strategies that ensure you can sustain your position as a top company in your industry.

Effective digital marketing isn’t just about staying the course; it’s also about recognizing when it’s time to shift direction. There will always be new platforms, strategies, and algorithms emerging that can dramatically change the marketing game, which means you’ll want to be perceptive of these changes to maintain a competitive edge.