The Value(s) of Good Digital Marketing

17 Rebecca D'Cunha


How do you create a scale when it comes to digital marketing? This is a question many companies ask when looking for an agency as it’s often difficult to differentiate the good from the bad. Here at Gravytrain our aim is to ensure that every client receives high quality digital marketing campaigns, however this is unfortunately not the case with everyone.

As SEO has become increasingly popular you may have started to notice spam emails offering digital marketing campaigns that are “guaranteed” to get you on the first page of Google. Like most forms of spam, these emails should never be believed as digital marketing is not a service that can be delivered in such simple terms.

In fact, companies that claim they can get you on the first page of Google before knowing anything about your business are likely to be utilising black hat techniques. Anyone who has spent even a short amount of time working in the digital marketing industry is technically able to get a website on the first page of Google, we just know that in the long term this is a terrible idea.

Employing black hat techniques is guaranteed to land your website with a penalty, meaning whilst you may enjoy being on the first page of Google for a week or two, afterwards your website will be practically useless. This is why one of the easiest ways to tell whether you will receive value for money when purchasing an SEO campaign is to ask for a long-term strategy with multiple KPIs.

Good digital marketing campaigns should take time, have multiple goals and intertwine with your company in order to promote it in a sustainable yet successful manner. One of the best things about SEO is that it is flexible; companies that tell you they have a one-size-fits-all method often don’t understand the complexities of SEO or the various rewards it can deliver.

The main goal of SEO is not to make your website rank in the first page of Google; this is actually a side-effect and a very welcomed reward for implementing high quality SEO campaigns. SEO has many goals, however here at Gravytrain we believe one of the most important is ensuring users have a positive experience on your website.

SEO should promote your company in such a way that your brand becomes synonymous with high quality services or products. SEO naturally increases visibility to your current customers, potential customers, your competitors, advertisers and, of course, search engines. By implementing a high quality SEO campaign your website will represent your company to the point where customers, advertisers and even Google will want to promote you.

To summarise, a simple way of differentiating between “good” and “bad” digital marketing is to see whether you are being offered one basic goal or a range of goals that will adapt and change over time. Value for money means getting as much as possible for what you pay, and in digital marketing this means various KPIs which provide success on a regular basis.