I originally wrote this article back in 2018, and after another seven years working hands-on in the digital space, I thought it was time to revisit it. A lot has changed, from Google’s algorithms and social media trends to how people actually search and buy online. But interestingly, some of the fundamentals I wrote about back then are still every bit as important today… if not more so.
If you’ve been in business for a few years, you’ll know how quickly things evolve. What worked five years ago doesn’t always work today, but some principles stand the test of time.
So, in this refreshed article, I’m revisiting the original three tips I shared back in 2018 and updating them for 2025. You’ll find out what’s still relevant, what’s changed, and how to apply it right now to grow your online presence and attract more customers.
Everyone wants to be number one, and Google rankings are no exception. So here are my latest, practical tips you can use to improve your online presence and digital marketing yourself, without needing to hire a digital agency (though of course, Mars Digital is always here to help if you want to take things further).
Bonus Tip (Still Relevant and More Important Than Ever): Online Bookings
Back in 2018, I wrote that online booking systems were becoming essential. In 2025, they are essential.
We live in a world of instant gratification, people expect convenience. Whether you’re a dentist, a hairdresser, a tradie, or a consultant, customers want the ability to book an appointment directly from your website, Google listing, or even a social media post.
Why It Matters
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Convenience = conversions. Businesses that allow online booking convert significantly more leads into actual customers.
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Integrations are smarter now. Most booking systems connect directly with Google Calendar, Outlook, and Apple Calendar to prevent double bookings.
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AI scheduling assistants can automatically offer the next available time slot or suggest repeat bookings.
Even something simple, like a button that links to your Timely or Calendly booking page, makes a big difference.
You can have the most beautifully designed website in the world, but if it doesn’t make it easy for someone to take action, it’s not doing its job. A smooth booking process shows you value your customers’ time, and that’s what keeps them coming back.
Tip 1 (Updated for 2025): Create Helpful, Original Content
In 2018, I talked about the power of creative content. That hasn’t changed, but how Google interprets “good content” definitely has.
What’s Changed
Google’s updates in recent years, especially the Helpful Content Update and the emphasis on E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), have made it clearer than ever:
👉 Authentic, experience-based content written by real people wins.
So while AI tools can help with brainstorming or structure, the content that ranks (and converts) is the kind that demonstrates real-world experience, the kind only you can provide as a business owner.
How to Add Quality Content to Your Website
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Start a blog. You don’t have to post weekly. Even one article every couple of months helps.
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Share success stories. Talk about interesting projects or challenges you’ve solved for customers.
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Write about your industry. Share insights or small changes that only someone in your line of work would know.
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Offer practical advice. Write short “how-to” guides or quick tips that help your audience take action.
Why It Still Works
Every new piece of content is another opportunity for your site to appear in search results. Done consistently, it builds authority, trust, and long-term visibility, the kind that ads can’t buy.
2025 insight: Localised, experience-driven content is the new SEO gold. Don’t just target keywords, share real expertise that only your business can offer.
Tip 2 (Updated): Google Business Profile and Local Listings
Back then, I talked about directory listings like Yellow Pages, Finda, and NoCowboys. While they’re still useful for backlinks and local citations, the real powerhouse today is your Google Business Profile (formerly Google My Business).
Your Google Business Profile is effectively your mini website within Google. It’s what shows up in Maps and local search results, often before your actual website link.
How to Optimise It in 2025
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Complete every detail. Address, phone number, website, opening hours, all should match exactly across the web.
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Add new photos regularly. Real, original photos of your team, workspace, or recent projects perform best.
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Post updates. Share news, promotions, or recent work directly to your profile, it keeps it active and improves visibility.
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Collect reviews. Ask happy clients to leave a Google review. Respond to each one, it shows engagement and professionalism.
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Enable messaging or booking. You can now allow customers to message or book you straight from your listing.
Why It Matters
Google wants to provide the best local answer to every query. The more complete, consistent, and engaging your profile is, the more likely you are to show up in the “local 3-pack”, those top three map results that get the lion’s share of clicks.
2025 insight: Treat your Google Business Profile like an active social channel, not a static listing. Update it, nurture it, and it will reward you.
Tip 3 (Even More Important Now): Use Video Content
When I first wrote this in 2018, video content was just starting to gain traction. In 2025, it’s everywhere, and it’s one of the strongest signals of trust and engagement you can send.
Between YouTube, Instagram Reels, Facebook Videos, TikTok, and even LinkedIn, video dominates how users consume information. Google also displays video results in standard search listings, meaning your videos can appear before your website does.
Why Video Works
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It keeps people on your site longer. That “dwell time” boosts SEO.
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It builds authenticity. A 30-second clip of you explaining a service or showing behind-the-scenes work can do more for trust than paragraphs of text.
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It performs across multiple platforms. One well-made video can be reused on your site, social media, and email campaigns.
How to Create Video Content (Without a Studio)
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Record a quick tip or explainer on your phone.
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Do a walkthrough of a recent project.
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Share a customer testimonial (even short clips work wonders).
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Use tools like Canva or CapCut to edit and brand your videos easily.
2025 insight: Perfection isn’t required, authenticity is. Real stories, real people, and real results always outperform polished, impersonal videos.
Wrapping Up: Then vs Now
When I wrote this article back in 2018, my advice centred around content, listings, and video, and it’s fascinating to see that, even now, those are still the pillars of effective digital marketing. The difference is in how we execute them.
In 2025, digital marketing isn’t about gaming algorithms, it’s about genuine connection.
If you focus on being helpful, visible, and consistent, the results will follow.
So whether you’re updating your Google Profile, writing a new blog, or filming a quick 60-second video, every small action helps strengthen your online presence.
And if you’d like expert help implementing these strategies or want to explore how to take your site to the next level with ultra-fast static website technology, SEO, and conversion-focused design, get in touch with Mars Digital.
We’ve been helping New Zealand businesses stand out online since 2017, and we’d love to help you do the same.
