Powerful Local Search Strategies for Small Businesses

Small businesses with a local physical address are reliant on local SEO to grow their business and help expose their brand to more potential customers. In the last few years, the growth in mobile search has resulted in a big boost in local search volumes. A lot of these search queries include state name or the city and sometimes even specific neighborhoods and area codes. Local SEO has undergone many transformations through all of last year but the fundamental ranking factors remain more or less the same. Local businesses still have a much better chance of ranking higher locally than a nationwide company, with a properly optimized site that feeds Google with all the right information. Here are a few pointers on what inbound marketers and small businesses can do to design an effective local search strategy to help them dominate the rankings.… Continue Reading

Marketing Definitions 101

Do you experience a certain level of confusion when it comes to the myriad of marketing terms?  How about something as simple as the difference between the term ‘marketing’ and ‘advertising?’

You’re not alone. A good many use various related terms interchangeably. But, although they are similar, they refer to different actions.

It’s a good idea to distinguish the difference in order to communicate effectively with others in your organization and to better comprehend the nuances of your marketing strategies and activities.

While researching, I discovered the perfect analogy for this topic at Free Management Library. There, the writer cited a Reader’s Digest quote, which is the ultimate marketing alchemy and makes this subject very simple. I don’t know about you, but I like simple.

“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If … Continue Reading

Google for Success

Google logotype on a keyboard buttonGoogle’s innovative search technologies connect millions of people around the world daily with information. Google features a number of powerful tools that are rich in search engine optimization (SEO), which makes businesses easier to find. Its targeted advertising program provides businesses of all sizes with measurable results, while enhancing the overall web experience. Google is building a unified platform of applications and services that communicate with one another to allow brands to better connect with their customers. Small businesses looking to boost their search rankings are realizing that Google is a powerful visibility platform that can help generate more foot traffic to their stores. With Google+ the company identifies and authenticates users across all its services, including search, Gmail and YouTube to help improve those products and serve better advertisements. There are numerous ways you can take advantage of Google to gain more exposure for both your content and your … Continue Reading

It’s Neuroscience, Not Rocket Science

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent CMO.com article, “Web Site Conversion: Art And Neuroscience.”

neuroscience marketing
Neuroscience Applied to Marketing

I really do like the spate of articles that focus on the neuroscience of marketing. After all, understanding the science behind the principles of persuasion help all marketers become increasingly effective in our work. While this is not new or different since the rise of the digital era, it continues to be an important focus as it is applied digitally. This article highlights some of the key elements in conversion of websites in an easy-to-understand way.

  1. Evoke an emotive response. Many people assume that only in consumer marketing is connecting to emotions important. Yet it has been found that emotions guide all decisions, so much so that when pathology
Continue Reading

Master These 3 Online Trends and Dominate Your Market

By now, I think everyone is aware of how significantly the internet has altered the way consumers and companies share information. No one can deny that the internet has had a profound impact on marketing.

While many outbound marketing tactics have become antiquated, there has been a consistently growing increase toward inbound techniques. To this end, it is more important than ever to develop digital marketing strategies that provide consumers with original content that will offer additional benefits such as branding and audience growth.… Continue Reading

What Does Website SEO And A Book Have In Common?

Is the term Search Engine Optimization (SEO) confusing? Are you not really sure what it means?  SEO can be very complex and hard to understand or explain.   I was enlightened this past week when Zain, our Director of SEO, simply explained that website SEO is just like a book.  A light bulb went on in my head and I thought; “Now that is an easy way to explain the concept of SEO”.

A book and SEO have much more in common than you think and it makes very logical sense.  SEO can sometimes be hard to explain and complex to understand.  Below is a list of analogies (between a book and SEO) that makes SEO easy to understand and remember, even for non-technical people.

  1. There is only one recognized publication in the library; a website domain registered in the Domain Name System or a book registered with the U.S. Copyright
Continue Reading

Don’t Believe Everything You Read – How Quality Scores Impact Adwords Campaigns. Part 2

In my last article, I talked about the flawed logic regarding Google Adwords Quality Score (QS) that some writers were presenting in articles. To summarize, many writers were stating that the QS was not only unimportant and should be ignored, but that the QS didn’t impact the cost advertisers were paying. I pointed out the errors in their logic and provided you with insight into what exactly QS is and how a higher QS could save you money.

As promised, this article will focus on giving you suggestion on how to increase your QS without you having to obsess over it. … Continue Reading

Is Your Internet Marketing An Uncharted Trip Into The Wild Blue Yonder?

From my experience, for many companies large and small it is just that.  They move forward with well-intentioned but poorly planned websites, pay per click (search engine marketing), search engine optimization, social media marketing and perhaps email campaigns.  All of that is done without out knowing exactly where they rank today with their internet marketing, how they rank and compare with their competitors, or how they could improve.

Would you take a road trip across country or to the far reaches of Canada or Mexico without a GPS or map of some type?   If not then why do it for your internet marketing?  In either case you can very well get lost or not be successful without a map.   Did you know you can get a comprehensive evaluation of your website, SEM, SEO as well as SMM?   Out of that evaluation you get a map as to where you are … Continue Reading

The Great Performance Shuffle – Part 4

SEO – It’s Not All About Ranking?

Seeing an increase in non-branded traffic is the first step to effective SEO.
Is your SEO program increasing your site traffic for non-branded terms, or just getting ranking?

As we wrap up the discussion of the Internet Marketing KPI’s, let’s finish by discussing what to look for when you’re engaged in an SEO campaign.

It Starts With Ranking, But Doesn’t End There

The easy metric to measure in SEO is keyword ranking. Are you ranking higher today than you have in the past? When we consider ranking, there are now more variables to how ranking works than even a year ago.

Some options that will affect how you rank are not always intentionally set by the user, but can be used by a dishonest provider to show artificial visibility. As you explore ranking with a provider, be sure to ask about the following:

  1. Do the results come from standard or personalized results? Personalized results means
Continue Reading

The Great Performance Shuffle – Part 2

How to tell if your Adwords campaign is working?

Your performance will only be as good as your ability to measure and track your results. You know the saying, “You can’t manage what you don’t measure.” But what do you measure in Adwords? What are the important key performance indicators and how do you measure SEM performance?

Google Search

 

Adwords has a lot of bells and whistles but we’ll focus on 5 core metrics and why they’re critically important to the success of your Adwords campaign.

Here are 5 metrics you should be focused on to get the most out of your Adwords campaign.… Continue Reading