Digital Marketing Success: Best Tips for Startups, Small Businesses & Enterprises

Introduction

I’m Manoj Rawat, and I have been with Evon Technologies for more than a decade. It feels just like yesterday when I started my journey as an entry level digital marketing intern at IndiaMart.com, learning the fundamentals of digital marketing. Today, with over 15 years of experience in SEO, ASO, SMM, content strategy, email marketing, PPC, and more, I still consider myself a learner because the digital marketing field evolves every day. 

I have worked on hundreds of client projects, experiencing both successes and failures. These experiences taught me that in the field of digital marketing, perfection is just a myth and the only reality is, you face a  setback, analyse the challenges, refine the strategies to overcome the failure, and get back with a better plan of action to achieve results.

Recently, I had the opportunity to share my insights in an in-depth interview on SEO trends, content strategies, ASO, AEO, and client-centric marketing solutions. This blog summarizes the key takeaways, offering actionable strategies to help businesses strengthen their digital presence in their target market. Read the full interview for in-depth insights.

Question: What Are The Most Effective SEO Content Strategies? 

Answer: All the content strategies including pillar pages, long-form blogs, listicles, how to blogs, case studies serve different purposes, including improving engagement, generating leads, keyword rank improvements, or directly helping users based on the search queries. Resource engagement gets defined accordingly. Content remains king, but the strategy behind it determines its success. Based on industry research from Ahrefs, Semrush, Hubspot, and Moz, different content types serve distinct purposes:

• Long-form blogs & pillar pages: Best for ranking authority and backlinks.
• Listicles & how-to guides: Great for engagement and featured snippets.
• Case studies: High-intent content that drives conversions.

To maximize SEO impact, a mix of these types of content should be strategically integrated, ensuring a balance between keyword ranking, user engagement, and lead generation. Here is a detailed analysis matrix which will help to take an informed decision for the best content strategy as per the business requirement.

Question: How to Prevent Keyword Cannibalisation in a New Web Page?

In this case, one of our clients already had a web page related to digital solutions targeting the keyword “Digital marketing company”. So, launching a new digital marketing services page required a distinct keyword approach to avoid keyword cannibalisation. 

Answer: If you want to keep “Digital marketing company” for your existing page, then for the new Digital Marketing Services page, you should consider more specific and service-oriented keywords, such as “Digital marketing services“, “Digital marketing solutions” (broader but service-focused) as a primary seed keyword. For this, the SEO team needs to conduct some R&D to find a relevant list of primary and secondary terms while keeping services like SEO, ASO, SMM, and AEO in mind. So, a quick keyword analysis reveals targeting the new page with service-specific keywords such as:

• Digital marketing services
• Digital marketing consultant
• SEO & content marketing services
• Social media marketing solutions
• App store optimization (ASO) strategies

By differentiating the keyword focus, you can rank for a broader spectrum of search terms without competing against your own pages.

Question: How Google’s Algorithm Updates Shape SEO Strategy

Answer: Google’s latest algorithm updates always impact a company’s SEO strategies. In the early days of web search, ranking on Google was easy by stuffing keywords, building backlinks via bots, using hidden text, creating doorway pages, and following a long list of black hat SEO techniques. However, over time, Google has periodically launched algorithm updates such as PageRank, Panda, Penguin, RankBrain, BERT, core updates, EEAT, and the AI spam updates that occurred in March 2024. These Google’s frequent algorithm updates continually reshape SEO best practices. 

Some updates have been announced by Google, while others are yet to be announced. However, the global SEO community observes the impact and starts discussions online, giving us insights into what might come next. Based on the recent algorithm updates at the end of 2024 and early 2025, one should plan their SEO strategies to align with the following trends:

• Prioritize high-quality, authentic content. (EEAT)
• Optimize for mobile-first indexing.
• Leverage AI-driven tools for keyword research and user behavior analysis.
• Enhance user engagement, as they are crucial ranking factors.

“Got hit by Google’s latest update? Get a free SEO consultation today!”

Question: What are the Common SEO Mistakes Content Writers Must Avoid?

Answer: Many content strategists and writers make common mistakes other than not including the keywords in meta data. Here is a list of common mistakes in web page content creation:

• Sticking to the keyword density rule: Recent Google algorithms do not specify an ideal keyword density. It should not be overly prioritized.
• Overuse of exact-match keywords: This should be avoided.
• Not placing H1 header tags at the top: Content creators should remember that the best placement for H1 tags is in the top section.
• Not using co-occurrence words: Writers often miss related or matching keywords and phrases. Using these enhances the context and relevance of the topic.
• Limited use of synonyms: Minimal use of synonyms reduces content diversification. Targeting more variations improves searchability on SERPs. 

As you have got the understanding of the common SEO mistakes content strategists and writers make while web page content development, let’s explore the finding and analysis from one of our client’s webapge below.

Content Issues Found on a Client VR Game Development Webpages

Here, I’m sharing a first-hand experience auditing the virtual reality game development page for one of our clients, highlighting what was done well and what was missing. Here is the analysis:

Client’s content team had drafted a well-structured page with good usage of primary keywords, co-occurrence words, synonyms, and platform-specific terms. However, there was still room for improvement in areas such as:

Keyword Optimization

Apart from the primary keyword, they should also incorporate alternative key phrases, such as:

• VR gaming studio
• Virtual reality game creators
• Immersive game development team 
• VR software development experts, etc.

User-Intent Keywords

They should also use some more user-intent keywords like: 

• Custom VR game creation
• Best VR game development services
• VR game design solutions, etc.

Latent Semantic Indexing (LSI) Terms

To enhance the page’s semantic relevance, they should integrate some LSI (Latent Semantic Indexing) terms like:

• VR simulation
• 3D game mechanics
• Virtual gaming industry
• Spatial computing
• VR interaction design, etc.

Question: What Writers Must Consider for Technical SEO and its Impact on Rankings

Answer: Technical SEO plays a critical role in content visibility. Writers should ensure following fundamental parameters:

• Heading tag placement and hierarchy: H1 should be at the top, followed by H2, H3, etc.
• Lack of internal and external linking: Ensure proper linking for both internal and external sources.
• Linking to redirect pages: Writers should avoid linking to redirect pages; instead, link directly to the target page.
• Missing image alt tags: They should include descriptive alt tags to accurately describe images.
• Use of dense, jargon-heavy content: Content creators should avoid overly dense or jargon-heavy content to reduce bounce rates. Content should be optimized for mobile users.

Question: Have You Noticed Any Shifts in Customer Behavior Over Time?

Answer: In the last few years, Evon has worked on digital marketing for various B2B and B2C industries including automotive, heating industry, waste management, manufacturing, professional services, among others. Here are some data analytics from one of our client’s projects for the period of two years, comparing between 2023 and 2024:

Here are a couple of assumptions you can make based on the above customer behavior analytics data:

• The  website searchability has reduced organically.
• Content seems to be more engaging in 2024 as compared to 2023 with a better user experience.
• Webpages are not mobile friendly with slow loading, having usability issues, etc.

Such types of analytics always help to refine search visibility strategies. Enhancing mobile UX, and adopting tools like Hotjar and MS Clarity always add an advantage to analyze user behavior.

Question: What Are the Essential On-Page SEO Elements Writers Can’t Afford to Miss?

Answer: The most important on-page SEO elements that writers must focus on as a part of SEO checklist include naturally incorporating the primary keyword in the following areas:

• Title Tag (H1)
• First 100 words
• URL Slug
• Meta Description
• Subheadings (H2, H3)
• Image Alt Text
• Conclusion Paragraph

Question: How Do Core Web Vitals Impact Search Rankings?

Answer: Core Web Vitals are a key ranking factor in Google’s algorithm, primarily focusing on user experience. Therefore, the development team, including web developers, UI/UX designers, writers, and SEO experts must align web pages with these metrics by optimizing page speed, interactivity, visual stability, and the seamless flow of the webpage. A UI/UX and web development team, including custom or CMS developers (WordPress, Shopify, Magento), is best suited to address these issues.

“Slow site hurting your rankings? Get a free Core Web Vitals audit today!”

Question: How Does ASO (App Store Optimization) Go Beyond Keywords?

Answer: Apart from keywords, ASO rankings also depend on other factors. ASO basically stands for optimising mobile apps for app stores and enhances an app’s visibility and ranking in the Apple App Store and Google Play Store. It involves optimizing keywords, visuals, descriptions, and user engagement to drive organic downloads. A strong ASO strategy boosts discoverability, conversions, and app success. 

Here are the other factors that impact ASO ranking:

• App engagement, downloads, and retention rates
• User ratings and reviews quality
• App engagement levels (time spent, interactions, etc.)
• Frequent app updates and maintenance
• App store listing optimization (logo, icons, screenshots, descriptions, explainer videos)
• Localization for different regions to enhance discoverability
• Backlinks and social media presence

Question: What Are the Biggest Misconceptions About SEO, ASO, and AEO?

Answer: There are several misconceptions about SEO, ASO, and AEO that need to be addressed:

• More keywords mean better rankings: More number of keywords leads to better ranking in SEO and ASO. In reality, keyword stuffing can harm rankings. Quality and relevance matter more which should always be the focused area.
• SEO is a one-time task: While initial optimization is crucial, ongoing tweaks and updates at different stages are necessary.
• Backlinks alone boost rankings: Backlinks can help in ranking, however, other factors like content quality, social media, UI/UX, page speed, and credible reviews also play a vital role.
• Long content always ranks better: Content length isn’t everything, relevance and user intent matter most.
• AEO (Answer Engine Optimisation) is just about long-tail keywords: Long-tail keywords help, however, conversational and intent-driven content is important for effective AEO.

Question: How to Optimize Content for Answer Engines Like Google Assistant and Alexa?

Answer: There are some quick tips that can help optimize content for answer engines like Google Assistant and Alexa. Here is the quick list:

• Use a Q&A format within your content copy
• Write in a conversational and easy-to-understand language for common users
• Include question-based keywords like: How do, How to, How much, What is, What are, Does it, Where do, Where can, etc.
• Provide short, direct answers on web pages
• Format your content with bullet points, numbered lists, and short paragraphs
• Answer common industry related questions
• Work on local digital marketing strategy for localized intent searches. For ex: Work on generating localized pages for specific locations, if there is a presence, either physical or virtual.
• Increase the number of Q&As within the FAQs section and also write answers in detail

Question: What Are the Biggest Digital Marketing Challenges Businesses or Clients Face?

Answer: With over 18 years of digital marketing experience, Evon has worked for hundreds of clients, in the USA, UK, Australia, Canada, Dubai and other locations. We have observed that the key areas where most clients struggle in digital marketing and branding are:

• Lack of awareness: 70% of clients are unsure about what digital marketing overall includes, so they are clueless about the digital marketing of their products or services.
• Traffic generation: A majority of clients struggle to drive initial traffic to their website or app.
• Keyword rankings: Some clients focus on ranking for a large number of keywords on Google but lack a strategic online promotions approach.
• Localized results: Businesses targeting specific regions often face challenges in achieving accurate localized rankings results.
• Lead generation priority: Some clients prioritize sales and lead generation while overlooking the importance of organic traffic.
• Social marketing: Several clients aim to strengthen their brand presence across various social media platforms but lack a structured approach.
• Paid advertising: Some clients rely solely on paid ads for lead generation, neglecting organic growth opportunities.

“Our extensive experience helps resolve the biggest digital marketing challenges. Connect with Evon Technologies, a leading software development company in India, to avail cost-effective digital marketing services for small businesses, startups and enterprises. Struggling with digital marketing? Get expert solutions—book a free consultation now!”

Question: What Are the Most Overlooked Marketing Tactics for Gaining a Competitive Edge?

Answer: There are some overlooked marketing tactics that can help clients gain a competitive edge.

• Voice search and AI optimizations
• Community building and engagement on platforms like Reddit, Discord, Facebook, etc. (Ensure interactions are genuine to avoid penalties)
• User-generated content and influencer marketing
• Referrals and affiliate programs
• Personalization in email marketing campaigns
• CRO (Conversion Rate Optimization) audits, techniques, and recommendations

Question: What Are the Most Common Client Concerns in Digital Marketing and SEO Services?

Answer: Before starting the digital marketing activities or signing an annual marketing contract, the common objections or concerns potential clients raise most often include:

Work-Related Concerns:

• What tasks will you be executing each month?
• Do you have enough experience in the industry?
• Have you worked for a business like mine before?
• What would be the timeline for the expected results?
• How often will you share the work updates and reports?
• Which SEO, SMM tools are you using currently?

ROI-Related Concerns:

• Can you promise specific results or keyword ranking in a specific duration of time?
• Will the traffic that you generate get converted or not?
• Will investing more on Ads generate more conversions?
• Will the leads you generate be of high quality or not?
• What plan of action do you have after being hit by any Google update?

“Looking for 360° Business Growth Solutions? Contact us for website and digital marketing solutions.”

Question: Do Experimental and Unconventional Marketing Strategies Really Work?

Answer: Yes, experimental and unconventional marketing strategies actually work.Evon has implemented various experimental strategies for various customer projects, which suit their specific requirements, business types and industry. Some of them are listed below:

• Localized results: For one of the customers, switching to a sub-domain approach from a sub-directory URL structure worked well and the localized ranking was greatly improved and increased the overall CTR.
• New webpages for traffic: For a home services client, implementing dedicated different category pages led to higher traffic and improved keyword rankings.
• Increase in no. of keywords ranking: By effectively working on the content gaps and creating fresh content, we have helped a client rank for more keywords across multiple pages.
• Boosting Blog Credibility: Implementing author names and publishing dates on blog detail pages has enhanced trust, credibility, and overall blog performance as a part of E-E-A-T.

Question: What do clients expect from digital marketing that they often don’t get?

Answer: Many customers have unrealistic expectations, such as:

• Quick results: Expecting good ranking, more traffic, and quality leads in a short period of time
• Top Place: Expecting the guarantee of top 3 ranking on the Google Search Engine Result Page within a month’s time
• Regular lead: Some customers expect the frequent flow of regular leads, although it is not committed as leads are also dependent on market trends, competition and regular Google algorithms
• High conversion: Some of the clients expect a very high percentage of online visitors to convert into the customer. However, the actual number of lead conversions depends on multiple factors like UI/UX, webpage speed, navigation, audience intent, etc.

Digital engineers can establish better customer relationships with clients, by determining realistic expectations and aligning strategies with business goals.

Conclusion

The digital marketing field is constantly developing, which requires businesses to remain fit and adapt to changing algorithms, customer behavior and content development strategies. Our team at Evon Technologies understands what works, what doesn’t, and is constantly staying up-to-date with the latest developments in this field. By focusing on content quality, technical SEOs, strategic ASOs, AEO and other innovative marketing approaches, businesses can give themselves strong and sturdy positions in the digital space.

It’s time  to revise and revive your digital marketing strategy!  To learn why you need a good digital marketing company, how much digital marketing costs, or the service pricing packages available, connect with us. At Evon Technologies, one of the top digital marketing companies in India, we can achieve your goals together! Email us at sales@evontech.com or talk to our experts.

Sources:

• Searchenginejournal
• Seroundtable
• Yourdigitalresource
• Brafton
• Theverge
• EEAT