Remote Digital Marketing Jobs and How to Land Them

Remote digital marketing jobs are common, right?

You’d think so. At the very least, online marketing positions give you the option to work remotely. It’s all about selling things online, after all.

When I started looking for my next full-time remote gig, I figured it was easy. The competition for any work at home job is fierce… but I’m a digital marketer. I have large skillset and experience to match. I thought I’d have my pick. To an extent, this was true. Yet most of the positions I applied for were office-based and location-specific.

Plenty of the positions I applied for had a “work from home” option. Usually one or two days a week. Compared to my current job, that just didn’t cut it. It’s a big leap going from a mostly remote setup to suddenly sitting at the same desk nearly every day. A MASSIVE leap.

Look at any standard job ad in the realm of SEO, social media or paid advertising. There are some exciting roles out there. Until you read…

Benefits: A beautiful office located in the heart of Berlin. Free coffee, tea, soft drinks, fruit snacks, games…

All well and good. If you’re comfortable in an office setup. For digital nomads or those who prefer remote working… it’s somewhat disheartening.

There’s an easier way to find remote digital marketing jobs

Don’t rule out remote-first jobs just because the competition is high. Chances are slim, but you never know. More importantly, remember: working in an office is the default. Most modern companies maintain outdated working methods because that’s what they know. Working remotely is slowly being accepted in many sectors. However, remote workers outside of the tech industry have organized “mobile” setups themselves… By asking for it.

Really? It’s really that simple?

Yes. Your prospective employer may say no… But really, that’s the worst they can say. Asking for a remote work environment is no different to asking about other perks or a bigger salary. Additionally, remote digital marketing jobs are best found in startups rather than big companies. Though if some corporate giant wants you, don’t be afraid to ask.

Successfully securing a remote setup

First things first: know what you want. Know exactly what type of remote setup you’re looking for. Do you want to be entirely remote? Are you happy to travel to their office at least a few times a year? Or… Do you mind going in on a weekly basis, one or two days? Perhaps you simply prefer having the option to work from home.

As with any position, read what they say about the job. Apply for it, sell yourself. Maybe slightly emphasis your remote working skills… But don’t overdo it. In addition:

  • As with any other job, emphasize your skills and how they can be applied to the position. Your employer doesn’t care about your desire to work from home. They care only about how you can contribute to the company.
  • Do not mention remote working straight off the bat. Only talk about it after you’ve discussed the role, your experience and your skills.
  • When you do discuss a remote setup, ask about their “work environment”. If you’ve held a remote position before, don’t be afraid to say it. Explain that it’s the style you’re used to.
  • Should your employer seem open to the idea, proceed.

This advice goes not just for online marketing, but any position that can theoretically be done from home. The main takeaway here is that you have to ask for some things. Remote digital marketing jobs are more plentiful than you think. You just need to be tactful!

Digital Marketing for Beginners: How to (Not) Get Overwhelmed

Even if it isn’t your main field, selling anything online involves at least some digital marketing knowledge. You don’t have to be a SEO expert or even the world’s best copywriter (you can hire people for that).

On the flipside, you may find online marketing interesting and want to break into the field. Additionally, you may want to learn as much as possible.

And that’s when many people find…

…that with the amount of information out there, learning even the basics of online marketing can seem overwhelming.

Most books and articles about digital marketing (especially for beginners) often seem to skip this rather important lesson.

But it’s true – there is a TONNE of info out there. It can seem intimidating for anyone starting out. So, whether you’re a beginner, want to promote your services or sell a product… Take these three points into account.

Endgame & Experience: What digital marketing beginners must consider

1. Remember – It’s all about the goal

Forget about becoming an online marketing wizard. It’s a tool: learn to use that tool effectively in a what that it helps you achieve your goal. If you’re setting up a blog for example, your goal is to get readers.

And in this case, there are two things you can do:

  • Write/create engaging, helpful content that speaks to your target audience.
  • Share it – that’s where you can look into relevant social media sites, and simple strategies to attain more readers.

Helpful Tip!

If you’re feeling overwhelmed about where to begin, sit down with a blank piece of paper. Think about what you want to achieve, then write it down. Now, think of at least two ways you could reach that goal.

If you can’t think of it, search for the information.

For example, if you’d like to expand your blog’s readership, you could search “ways to expand traffic to a blog”. Don’t completely ignore any other information the resources supply to you, but don’t get too bogged down in it. Stay focused!

 

Wisdom comes with age (aka., experience)

Of course, this advice isn’t just for digital marketing beginners. I’m talking to the more experienced marketers out there, too. Sometimes it is helpful to sit back, reflect on experience and realize that you already have the resources to tackle the current problem. You’ve just got to pull it out of your mental filing cabinet.

The more you promote, the more you research and think of different ways to expand your product’s reach, the better you’ll get. You WILL make mistakes along the way. Don’t fret if you’re not reaching your goals in the early stages.

Using blogs again as an example, don’t worry if your first ten posts only get a couple of views/likes. You can always recycle old blog posts – if the content is still relevant. You can still update them.

If your site isn’t optimized well, you can run an audit and fix the issues. With time, testing and seeing results… You’ll get better and develop a feel for what works and what doesn’t.

KISS (Keep It Simple, Stupid)

Simplicity is the key to being focused. Even in digital marketing, where many things seem hopelessly complicated. If you’re settling down to write an engaging post – focus on that post’s topic! Don’t go off on tangents. Don’t suddenly panic and start adding more keywords, shoving them in places where they decrease the quality of the content.

(Tip: You can do that later, in peace and quiet. If you feel it will add something and increase traffic!).

In terms of keeping things simple, I’ll use affiliate marketing as an example.

By design, affiliate marketing is ridiculously simple. You’ve got a link to a product or service. Another person clicks on it, makes a purchase… Voila! Fancy monies.

Your task here is to promote that link as much as possible. To maximise profit. It’s done in countless ways, and that’s where it gets complicated – paid advertising campaigns on various networks (Taboola, Outbrain, Facebook) or through organic search, or through social media… The list goes on.

It’s just important not to lose sight. Digital marketing can be overwhelming to beginners due to the volume of what it encompasses, but in the end the goal is the same – expand reach, promote presence and sell. Focus on these goals, educate yourself and it will come to you.

Affiliate Marketing – A SIMPLE Introduction

The term “affiliate marketing” came about when people started selling things online. These days, you’ll hear it everywhere. It’s the most common model of selling things on the Internet. In spite of this, many people are still confused as to how it works. Which is understandable because there are a lot of factors and components, often depending on industry and product.

The simple explanation of affiliate marketing however is…

Promoting a product or service and receiving commission through it.

Even if you’re not planning on starting your own business, anyone working in the digital marketing realm should at least have a basic understand of affiliate marketing and what it is.

The Basics of Affiliate Marketing

When I was freelancing, I had a vague idea of what affiliate marketing was. When I started working for a company, I learned a good bit more. We promoted online dating sites – through affiliate marketing.

Essentially, the process ran like this:

  • You got a product you wanted to sell. For example, say you wanted to promote Match.com.
  • You then receive a special, tailored link to that product (called a “tracking link”).
  • You promote that link and persuade others to click on it and buy the service (in this case, a subscription to the dating site).
  • You then receive a commission.

That’s essentially all affiliate marketing is – at it’s most basic level.

Now of course, it’s much more complicated than that. But if you’ve never heard of it and want a basic understanding, that’s pretty much the crux of it.

Wait… There’s more!?

Of course! In the olden days, it was quite easy to just send the tracking link to someone who might be interested in your product. Since the internet has gotten a lot more sophisticated, we have to be a lot cleverer in how we promote our links. Some people put them on website and then do content marketing to drive traffic. Others use Adwords, others used paid advertising.

Promoting tracking links through organic search (SEO), for example, is playing the long game. You’re not going to make money straight away. In fact, you’ve got to build up your site. Build up your authority on Google. That takes time.

On the other hand, you could make money doing paid advertising campaigns. That’s a lot faster and is sometimes known as digital media buying… which of course requires a lot of skill and a good eye for numbers.

Don’t forget about affiliate networks!

Anyone can start off in affiliate marketing. The easiest way to do this is sign up to an affiliate network like Commission Junction and then peruse their products, seeing which one you would like to promote. It’s also possible to get affiliate links and deals straight from the source. However, that’s often where negotiations come into play.

The Mobile First Index: Do We Just Have Plain Old “Websites” Again?

The mobile first index is a ranking factor that was rolled out by the Masters of Google in 2016. To understand what it is, and how it affects your site, you need to understand plain, old-fashioned indexing.

Indexing just means organizing data, and that’s what Google does to rank websites on its search engine. Of course, it is far more complicated than this but then again everything to do with SEO can seem complicated.

girl crying
I don’t think SEO was intended to make people cry…

Indexing: Organizing mobile and desktop versions

At one point, there were just websites. You got them on computers (fancy) instead of having to get them mailed to your door. I think it was Homer Simpson who famously announced that you could now get the Internet on computers. So, that solved a lot of problems. No more mailing pictures of my food!

As devices became more sophisticated, it became obvious that a lot of websites were too much for tiny screens. Even though the screens got better (seriously, though, some smartphones don’t even fit in my pocket…).

So, enter mobile sites: website optimized and fiddled with specially to appear on smartphone and mobile device screens. Nice.

Search engines continued to index desktop sites. They soon realized they also needed to index mobile sites. So, mobile indexing came into being. Now, you had mobile and desktop indexing: you had to pretty much make sure the SEO was up to standard on both sites, or you risked missing out on a lot of juicy traffic. As time went by, mobile became more and more important. These days, mobile traffic has overtaken desktop traffic.

The Masters of Google therefore decided to roll out mobile-first indexing. This simply means that only the mobile version of a site is indexed. To hell with the desktops. SEOs now have to make sure that sites are optimized for mobile, but must still look nice on desktops devices. Which brings me to this conclusion…

We just have ‘websites’ again

Seriously. It’s gone full circle: websites must now able to appear on every Internet-faring device imaginable. In my opinion, it has made SEO a little easier. Technology is and has been changing so fast that this is a small mercy to ensure that the ball keeps rolling.

Yes, there was (and still is) a massive hullaballoo about mobile versus/desktop and everyone scrambling to ensure that their sites are in top order. In reality, however, it just means that websites are essentially the same, albeit slicker and more mobile.

What Is Content Localization? Insights on SEO Translation

International SEO calls on marketers to localize their content for a specific country. Independent of language, the process involves tailoring content to a specific culture. UK users, for example, will find ecommerce sites that display currencies in pounds and use terms that they are familiar with to be the most helpful.

Localization, therefore, can be done within a specific language. While you may have two sites in Spanish, one may be focused on Mexico and the other on Spain. Often, this content may be a near-duplicate (to save time, in which case a hreflang tag will help you avoid duplicate content issues).

Localization is, however, a part of the translation process. It goes hand-in-hand with SEO translation when you’re not only localizing content for a specific culture, but also for a specific language.

Translating cultural expressions and terms into your target language

Before we go on, I would like to express the importance of hiring a native-speaking translator. When localizing content, you are doing so for the user. When writing content that is to be localized, the writer should do it in a manner that is most natural to them. This text can then be worked on later (if you’re localizing for the same language).

This localized content can be targeted towards a specific country. For example…

  • If you have an English text that you would like to translate and localize into Dutch, you can change some of the terms. These include things like currency, names of cities/regions, i.e. everything that will ensure it makes sense within a Dutch cultural context. It of course depends on the text (if it is very general, you probably won’t have to do much).
  • The keywords are also important (which I shall detail later). Make sure you do your keyword research in your target language(so, in my case, Dutch).
  • You then simply translate the text. For most people, this means sending it on to a translator.
tulips
We paid our Dutch translator in tulips (not really).

SEO Translation: Tips and things to keep in mind

For the most part, translators are not SEOs (some are, though). So, while you have the power of a native speaker who can bring your message across expertly in their own language, you still need to detail the specifics of what you want.

The first thing I would therefore like to address is keyword research. Keyword research, especially in a language you probably aren’t even familiar with, may sound scary. Don’t worry, however: you only need to understand the terms that appear in the search engines, because that’s what people are looking for. You can use a dictionary to get a general gist of the “lingo” that is used. Keyword research in another language is a process that goes beyond the scope of this post, so take a look at this resource.

google translate

Once you’ve got the foreign language keywords you want to use in your text, it is important to structure them. If you have some familiarity with the language (or are perhaps fluent in it but don’t trust yourself to write quality content), you can dictate to the translator where the keyword should appear.

But what if you’ve no clue? Well, the best trick I found was to simply put the keyword at the end of the sentence it ought to appear in. Write a note to the translator and tell them to use the keyword where it makes sense grammatically. This is the glorious marriage of optimization for both users and search engines (not a very exciting wedding, I’ll admit).

IMPORTANT: When doing keyword research in a different language, stick to primary keywords. Unless you know the language really, really, really damn well. Secondary keywords will come naturally to the translator. When preparing texts for translation into Dutch, I avoided secondary Dutch keywords like the plague. It was different when doing it in German since I am fluent in the language, but this is an exceptional case.

A lot of people tend to balk at the idea of dealing with another language. Yes, it is a challenge however if you want to your business to go global you need to suck it up and dive right in. You should also consider investing in the services of a translator. Alternatively, of course, you could just hire a SEO who is fluent or (ideally) native in that language.

Canonical and Hreflang Demystified

Previously, I wrote a blog post covering the very basics of technical SEO. I really only covered the bare essentials and naturally left out smaller, more specialized aspects. Today I’d like to take a close look at what are known as canonical tags and URLs and hreflang tags (also known as attributes).

Before we go any further, I would also like to point out:

Canonical and Hreflang tags are for URLs are used to prevent issues with duplicate content.

That’s pretty much it. You will often see them mentioned together, but remember that they are not the same thing and have very different functions.

What is a canonical URL/tag in SEO?

We’ll start with the canonical tag (also known as a canonical link). As you may well know, duplicate content is probably one of the greatest sins of content marketing. Google’s minion spiders certainly won’t be amused if you have multiple pages on your site that have the same content (even if it is relevant or necessary). You’ll still get penalized (not in a fire-and-brimstone sort of way of course, though I wouldn’t be surprised if Google is working on that. Ouch).

For the most part, this makes sense. A website with the same content on multiple pages is just boring. However, as a webmaster you may come across instances where it makes sense to copy the content onto other pages. Product descriptions are a great example.

What to do then?

Essentially, you want this content to be indexed but only on one page. You want to avoid it to appear on other pages (for informative reasons) and will perhaps link to it, however you don’t want Google to consider it and penalize you. This is where the canonical tag comes in. Essentially, it’ll tell you that similar-looking URLs are the same.

The process of canonicalization is as follows:

  • First, pick the page that you actually want to canonicalize. Consider this to be your “one and only” in terms of indexing. Which one is the most important is up to you (maybe it’s the page with the most traffic, the most backlinks, etc.).
  • So if you choose, for example, http://www.example.com/about-page as your canonical page, you then add the canonical link to the non-canonical page(s) like so:

rel canonical tag example

That’s all you have to do.

What are Hreflang tags?

Hreflang tags (or attributes) carry out a function in the same area as canonical tags, in that they avoid duplicate content. However, the attribute itself will tell Google that one page is specifically for one country/language. What’s pretty handy is that you can have two English languages sites with the same content. However, they’ll be directed at different countries. See below:

rel canonical tag example us
rel canonical tag example uk

One hreflang tag is for the States, the other is for the UK. A lot of the advice I originally read about hreflang tags focused on multiple sites in multiple languages, but I cannot stress the importance of using it in on same-language sites in multiple countries.

With regards to hreflang, you can of course simply do away with it and rewrite the content. That’s fine too, but it is a lot of work (and money).

My God, What Is Technical SEO? A Quick Look

Terms like “technical SEO” make some people shake in their boots, especially those new to or just learning the ropes of search engine optimization. I’ll admit I was a bit of a freak when I first found out about it: while it was confusing, it was also exciting. Though apparently it worries some people. That’s why I’ve written this short, simple post which will hopefully work as a basic introduction to the technical aspects of SEO.

Search engine optimization is about making your website easy to rank in the search engines and appear in the top search results. It is done through optimizing relevant keywords in your website copy, getting relevant inbound links from reputable sites and ensuring that content is unique and relevant to users (notice repetition of the word “relevant”?).

So, there’s a lot of focus on content. However…

…technical SEO focuses on the non-content side of your website.

It is the art of helping search engine spiders crawl and index your site as efficiently and easily as possible.

With technical SEO, you basically need to be aware of the major technical ranking factors.

Technical SEO: Basic aspects to keep in mind

As an SEO, you may primarily focus on content and not the technical aspect of search engine optimization. That’s fine, but even being aware of the following points is a good idea. There’s no way around it (stop crying). Or, you may be very interested in learning technical SEO so you can charge thousands to get people’s websites up and running.

tropical island
Then, buy and island and start your own raccoon kingdom… Okay, I’m getting a little ahead of myself.

Whatever your reason for learning technical SEO, the following points are aspects that will affect your website as a whole from the technical standpoint.

  • Site loading speed: Search engines and users alike love a site that loads fast on all devices. A significant chunk of people will close their browser if it takes more than 3 seconds to load (not me, I do wait a bit… but I’m also a little strange). They’ll click “Back” and that’s it, your bounce rate goes up (and gives Google another reason to punish you). It’s a bad day for everyone (except the Masters of Google). When considering loading speed, don’t forget about images.
  • Good site architecture refers to the structure of your site and how easy it is for Google’s little minion spiders to crawl through and index all that content. So, it would be highly advisable to look into sitemaps (both HTML and XML versions). Make sure to read up on site architecture, and sitemaps so you have a better idea.
  • SEO Siloes: This means stacking all of your content neatly. Effective internal linking is therefore a good strategy to implement here. You will also need to categorize your content by subject so that the website isn’t a horrible, confusing mess (and it gets worse the bigger your site gets). As a general rule, however, try to have all parts of your site at least three or four clicks away from one another.
  • If you have to redirect a page then be mindful of how you do it. Look into 301 and 302 redirects (so you can see how much traffic you preserve). And don’t forget about 404 redirects: customize the page because the standard ones look tacky and will just make the user click away. Instead, making it look pretty gives it a higher chance of the user staying on your site.
  • Content: Basically, try to ensure that you have fat and juicy content for the user to lap up. So, it mustn’t be “thin”. In addition, duplicate content should also be avoided. Again, just a couple of basics to keep in mind (I’ve also just noticed this is the shortest point on the list…).
  • Structured data libraries: Search engines can look at a page and understand what the content is about. However, there’s no reason to make it more difficult for them. Structured data libraries are essentially a tool that describes content to the search engines (the most popular and recommended one is Schema.org).

Like SEO itself, the scope of technical SEO goes far, far beyond a single post. This is, however, a good way of getting to grips with the most technical aspects. I hope to be exploring it a little more in the future, so stay tuned.