Online marketing involves time, effort, strategy, risk, and extensive data to determine what’s beneficial and what’s not. Here are a few beneficial online marketing techniques for business owners: Optimise Google My Business Listing One of the most productive and effective marketing techniques is to verify your local business’ Google My Business (GMB) listing. It not only instantly improves your site’s visibility, but also provides basic information to users. Here are a few best practices:

• Regularly check your business listing to make sure it is updated.
• Provide valuable information about your company.
• Use Google’s "Booking button feature".
• Always add a short description of your blog post along with the link.

Learn about link equity and link value To achieve good rankings and traffic, you should prudently use internal and external links across the website. Here are a few sustainable practices:

• Focus on content links.
• Provide links in navigation as well as footer.
• Study - https://searchenginewatch.com/sew/news/2064458/ways-sculpt-your-sites-link-equity

Focus on improving rankings If you want to grow in your niche, you need to take advantage of SEO. Here are a few best practices:

• Identify and use only relevant keywords for your campaign.
• Try to figure out intent of users.
• Use rich snippets and schema markup to improve your visibility on the web.
• Optimise page load speed.
• Use H1, H2, H3 tags.
• Create relevant and shareable content for your users.

Improve your website’s content Website’s content improves the credibility of a website. Hence, collect some valuable and insightful data about users as well as business objectives before creating content for your website. Here are a few best practices:

• Focus on content design’s flow and keep it logical.
• Pay attention to headlines.
• Make your content enjoyable and full of examples.
• Create content according to your business goals.

Intensify your Link Building efforts (Holy Grail of every online marketing strategy) One of the proven formulas for link building is staying away from unnatural links. Here are a few best practices to follow:

• Learn about Penguin update and unnatural link penalties. (https://en.wikipedia.org/wiki/Google_Penguin)
• Understand Google's guidelines and work accordingly. (https://support.google.com/webmasters/answer/35769?hl=en)
• Create an event or does charity work.
• Create infographics, videos and micro-content (quizzes, gifs, and memes).
• Use Google Search Console to study "Links to your site".
• Get links from suppliers, vendors, clients, and partners.

Online marketing has undergone a major shift; hence, it is important to keep yourself updated.