Why Less Is More With Digital Marketing - The Directory Group

Why less is more with digital marketing

Published on 6th Apr 17

With digital marketing, often less is more... The use of a few keywords enables you to boost traffic to your website and generate more business enquiries. Optimising your web content enables you to climb higher when certain words are searched online in search engines. Once directed to your website, you are able to shout about your unique selling points (USPs) – as you have the opportunity to show your potential customers ‘what you have that your competitors don’t’.



Get a sense of the competition you have for the keyword before you finalise your choice. Be realistic - don’t necessarily pick the keyword with the highest volume, as this may be too competitive for your business type.

Focus on a few keywords when creating your website. Use variations of these words and maintain the theme. But do not fall into ‘keyword stuffing’ – you don’t want to sound like a broken record.

For example, if your keys words were ‘Builder in Petersfield’ you could also use:

  • Builder Petersfield
  • Builders in Petersfield
  • Builders near Petersfield
  • Building company in Petersfield
  • Property maintenance Petersfield



Make sure you have a trustworthy website with high-quality content which is useful to the target audience.

Keywords must be relevant to your business goals, your other website content and follow your USPs. Put yourself in your target audience’s position – what words would they be searching for if they required your product or services. Focus on the intent of your target audience – you must make your content the most suitable to their needs, to ensure they do not revert back to the search engine.



Create content that deserves to be at the top of a search engine. Be original in your approach – do not just copy your competition, make sure you stand out from them. You can do this by pinpointing your USPs and incorporate your brand promise into innovative marketing material.

Be experimental with where you are using your key word. Use the keywords in your website URL, writing an online company blog or include in the titles of any video marketing filenames you upload to your website. Don’t forget to update and add new content after time.



Create a network to share your new content with. For example, send a link to your website when emailing customers and share your website on your businesses social media accounts on Facebook, Twitter, Instagram and Pinterest. This will help to raise your online association with your keyword. Make it easy for readers to share your content. The more eyes that read the content, the more likely your website may crawl up the rankings of search engines.

Need help? Our marketing experts at TDG are experienced in all aspects of digital marketing – we can help you boost your online presence by refreshing your website content, writing your company blog, creating innovative marketing materials or kick-starting your social media presence. Give us a call to get started on 01730 260746.

The Directory Group covers the following areas within Hampshire and West Sussex: Petersfield, Clanfield, Hayling Island, Cowplain, Waterlooville, Denmead, Purbrook, Widley, Farlington, Cosham, Drayton, Havant, Rowlands Castle, Emsworth, Southbourne, Westbourne, Bosham, Portsmouth, Alton, Alresford, Bentley, Four Marks and Meon Valley