At this point, having a solid digital marketing strategy is a must for business owners. Your digital marketing strategy is what you will leverage to attract and retain more customers. Often times though, many business owners find that the strategy they spent so much time creating doesn’t work as effectively as they thought it would.
With that said, it’s not always that your strategy is wrong but that you don’t understand SEO and the impact it has on your digital marketing strategy overall. For this reason, we’re going to explain what SEO is and why it’s important in improving your digital marketing efforts.
What is SEO?
Simply put, SEO stands for search engine optimization and is a process that involves gaining new traffic to your website from organic search results. Search engine sites such as Google have primary search results that show up when someone needs an answer to a query.
Google focuses on delivering accurate results to its audience and is therefore constantly ranking content for relevancy. With that said, in order for your business to rank high and land on the primary page, your content needs to not only be relevant but is actually useful to the audience.
Even more, all of your content needs to be optimized for the search engine so that sites like Google can actually find it. Doing your SEO effectively will help Google determine the usefulness of your content and give your content rank.
SEO and Digital Marketing
In reality, you’ll never be able to maximize your digital marketing efforts without incorporating SEO. SEO is what helps you bring in organic traffic outside of paid ads and helps you foster real relationships. In addition, this leads to increased visibility and brand authority, which ultimately leads to brand loyalty.
SEO is comprised of so many fractions that help drive traffic to your website. For instance, SEO focuses on keywords, optimizing content, off-page SEO such as backlinking, and local SEO. All of these things work together to ensure that your digital marketing efforts are strengthened and you can garner real traffic.
While paid search is always good and should be a part of your digital marketing strategy, SEO plays a huge role in how successful your business is. SEO helps your business remain searchable in an over-saturated digital world.
Businesses that are focused on their digital marketing strategy should not ignore SEO in the process. There is always going to be a new marketing strategy that businesses find useful. However, one thing that will remain the same is that SEO plays a central role in how well businesses garner new customers.
The relationship between social media and SEO is quite complicated. Thus, if you wish to comprehend this relationship, then you need to become mindful of many advanced multidisciplinary concepts in the world of SEO. First and foremost, social media is about creating content on social media networks that invites the reader to find the information they need.
However, you should do this in such a way that you’re not interfering in their choices, and you should also give them time to digest this new information. By improving and optimizing your use of social media networks, you would directly increase the traffic of your website, your SEO, your visibility, and your revenues. To enhance the quality of the ranking of your site, you must also share your content on social networks.
You should also avoid spelling mistakes, post articles that are long enough, and publish regularly. At the same time, posting on social media networks is not suitable if your site content is not relevant. Hence, you will need to work on the layout of your website while you’re making useful posts on a wide variety of different social media networks.
Search engines are no longer being fooled today by the strategies that used to work in the past. With the advanced modern technology presently utilized by search engines, website owners need to take advantage of new tactics like using social media to boost the search engine ranking of a website. Thus, social media is an essential tool that modern site owners will need to make use of if they wish to improve their search engine rankings.
Remember, the more a search engine believes that your site is relevant to the interests of internet users, the more it will be likely that your website will appear in the first few results. On the other hand, if your site is tedious, then users will spend less time on your website, and Google will perceive your pages as uninteresting. Also, the use of bold letters, pictograms, links, illustrations, symbols, photos, italics, capital letters, and subtitles can all make your social media posts more interesting to read.
These are just a few of the many tips that you may wish to utilize to make the content you post to social media networks more pleasant to read and more attractive. At the same time, the ultimate goal for many website owners is to make more money. Therefore, you should understand that all these tips will help you to get more social media network users clicking on your links and thereby to earn you more money.
Indeed, having additional subscribers shows that you are publishing compelling content, which will both encourage more people to follow you and improve your Google ranking.
When you are shopping around for a digital marketing agency you may search for “lawyer seo company”. When doing searches like this you will find yourself looking at SEO companies that target just one industry only.
Below are some of the problems you will encounter by moving forward with an SEO company that specializes in only one vertical:
- Possibilities of working with your competition.
- You are just a number to them.
- No custom strategy is created.
- You’ll be given a template for your marketing strategy which they created for a competitor of yours.
SEO Locale has a different approach when it comes to bringing on new clients. We will not work with your competition and we provide you a true custom strategy that is aligned with your expectations and goals. As a smaller agency, we can provide the attention you deserve without any type of the limitation.
Marc Brookland and Nick Quirk discuss with Neil Howe at Business Innovators Radio about how Google is always changing. Local Service Ads by Google will be expanding to more local small businesses. Local Service Ads, if available in your city and industry, will appear on the top of Google Search with the Google Guarantee badge. Consumers looking for “movers near me” can trigger Google Local Service Ads and businesses will appear in that position.
Applying for Local Service Ads
If you are a small business you can apply on the Local Service Ads platform by going through the process of background checks, licenses and business information. This process can take up to 2 weeks. Once you get approved you will be able to select your geographic area and budget. Google will then determine the cost per acquisition for you. With this model, you pay per lead versus the pay per click model. For our clients we see a higher percentage of closed leads compared to other directories.
Google Local Service Ads vs Pay Per Click
Google Local Service Ads can cost around $15 per lead and in traditional pay per click, with a typical conversion rate of 1-3%, you will find it tough to get an ROI. In 2020 the cost of Google Local Service Ads could increase when it starts to expand. Jumping on this as early as you can be a good start for your small business if it is open in your industry and area. Google Local Service Ads have minimal maintenance per month compared to traditional pay per click. All you really need to worry about is your targeting and keywords.
What is Google Guarantee?
Protecting the consumer with a guarantee of the service. In Google’s terms of service with Google Local Service Ads, they will protect the consumer up to $2,000. This is an important factor for consumers and the local small businesses to provide the highest quality of service. Google is creating a comfort level for consumers so they know they are protected while hiring a business to perform a service.
Optimize Your Google My Business
Optimizing your Google My Business by setting up the categories your business is in and making sure information is accurate on the platform. Keeping consistency with your Google My Business is key to the success. Posting on Google My Business can easily help you get a promotion out or a service you provide. Sending triggers to Google that you are relevant for your service and/or products by connecting everything. Customers want the engagement of your business so make sure you have a GMB post strategy in place. Search Engine Land showed a correlation between images and the number of calls a local business receives. Marc discusses how difficult it can be to get images for businesses, so posting images can help optimize your GMB.
Websites Are Still Relevant
The strategy between websites and Google My Businesses still need to be strong. Ignoring your website can be detrimental to your digital marketing strategy as a whole. Beating out the big directories can be difficult, but you need to come up with a strategy that will overtake the competition by targeting easy wins with long-tail keywords. Creating enough authority to start beating directories and competition can be accomplished with a full online marketing strategy.
Obtaining Conversions From Your Website
Make sure your website has a great user experience with great page speed and an easily accessible contact form. Don’t force your users to find what their search intent was so you can answer their questions without them exiting. Remarketing & Retargeting are important pieces to bring back users and obtain that conversion. Touchpoints these days can take up to 20 times when years ago it could have just been a handful. The market is becoming busy and there is a lot of information that is accessible through the internet. Look at your data points for assisted conversions. Remarketing won’t make a direct impact but will assist your brand awareness and help to convert into another lead source.
Creating a Successful Remarketing Campaign
When your users exit your website this could be a result of a user not finding what they are looking for or shopping around. With a successful remarketing campaign it is important to be everywhere from social media to Google Partner websites. Send the users to a new landing page that may answer their questions or bring them back with an incentive.
How Will Video & Voice Search Expand?
With 5G on the horizon for most cell phone services, and allowing technology to be leveraged with faster speeds, creating a strategy with voice search and answering people’s questions with long-tail keywords. The increased speed will start allowing people to leverage video more on all types of websites. Many people currently fear having videos on their websites as they believe it will slow their site speed. The growth of mobile traffic will continue to increase in 2020.
SEO Tactics in 2020
Google Local Map Pack is starting to become more of a trusted area in search results. In November of 2019, there was an update to nullify people who tried to manipulate the Local Map Pack. We will start to see a shift in the map pack for more quality in 2020. Businesses will find it more difficult to rank for certain areas and keywords with this quality shift.
Link building will still be an important piece for an SEO strategy – this is a key factor for Search Engine Bots to determine what keywords you should be found relevant for.
ADA Compliance will work hand-in-hand with SEO, as there are compliance items like image alt tags for your on-page SEO strategy.
Address technical issues on your website for the user’s experience and the search engine bot’s crawl-ability.
Moving forward keep doing everything well and do not focus on just one item of your strategy. With Google making ~8 updates a day to their search algorithm you will need to keep up and maintain your strategy regularly.
When you dig into what search engine optimization (SEO) is at its core, you quickly realize that it’s all about user experience (UX).
Search engines like Google don’t want to recommend their users to sites with a poor UX, so they only rank sites who check certain boxes. And website owners want to rank high, so they try to do things that the search engines want, accidentally improving their UX in the process.
But if you simply focus on UX, you’ll notice that SEO becomes much easier and less complicated. In this article, we’ll tell you a few ways you can tackle both UX and SEO at the same time. Let’s get started!
Responsive Web Design
Did you know that, in 2018, over 52% of all web traffic came from mobile devices? That’s a number that is expected to continue to increase over the next few years, and because of this, search engines have begun to rank sites that are mobile-friendly higher.
By having a responsive website design, your site will look good and function well on multiple devices. And not only will your users enjoy being able to cleanly browse your site on their laptop, smartphone, or tablet but search engines will take notice, too.
It doesn’t matter how good your website looks or how strong your content is if your website won’t load quickly. Users aren’t sticking around to wait for something to load when there are a ton of options in their search results that will give them what they want… and fast.
By ensuring that your site loads quickly, you’re improving your UX and giving your site a better chance to rank higher. Not sure if your site is fast enough? Google offers a useful speed checker tool that will give you a grade, as well as some pointers on how to speed your site up.
It can’t be overstated how important speed is in regards to positive user experience. And while loading times play a huge role, user navigation is equally important, too.
Because let’s face it, if users can’t find something on your site in just a few clicks, they’re not going to stick around for long. And if too many users close out of your site too fast, search engines will take note and bump you down in the search results.
A great way to ensure your navigation is good is to follow the three clicks rule. If something on your site can’t be found in three clicks or less, your site’s navigation is too complicated.
Addressing UX and SEO at the Same Time
Well, there you have it! Those are a few ways you can address both UX and SEO at the same time!
Remember, search engines want to direct their users to sites that offer good UX. So by focusing on UX, you’re actually improving your site’s SEO at the same time.
Make sure your site’s website design is responsive, so it’ll work well on every device. Speed is important, too, so try to make sure your site is as fast as possible. Navigation is something that you should put a high priority on as well, especially if you want to keep users on your site for more than a few seconds.
Need help with your SEO strategy? Still have some questions? Contact us today, we’ll be glad to help you!
SEO stands for search engine optimization and it’s the foundation of organic internet marketing. We believe it’s important that everyone understand the role of SEO in marketing because it can either make or break your entire marketing campaign. This will cover the many ways that SEO influences organic traffic to ensure you get visitors. You can have a national or local SEO approach.
You might be wondering what organic traffic is. These are visitors that come strictly from search engines. Anyone coming to you from Google, Yahoo, Bing or other search engines would be considered organic traffic. If you optimize for a good keyword, then this can get thousands or millions of visitors with ease. We will cover this deeper in other sections, but you will not get good organic traffic with bad keywords.
Proper Traffic and Keywords
The foundation of SEO is to ensure that search engine spiders, a program that indexes your website and understands its content, is looking for keywords. This ensures that you get relevant traffic. If you want traffic that pertains to finance, then you’ll need to use keywords that are related to this topic. That sounds simple, but many people don’t use keywords properly.
You want to ensure you use specific keywords and related keywords in order to be indexed properly. For example, if you’re targeting investors, then you’ll want to use words like stock investing, nest egg and dividend stocks so that people searching these terms will find your website. Failing to use these words will result in low traffic.
Targeting Many Areas
Experts at SEO know that you can target a whole range of users with proper SEO strategies. This is done by using relevant and related keywords in a way that bolsters your presence while also capturing other traffic sources. Every keyword you use is like putting a bid in for different users.
Having a website that can be easily crawled by search engine spiders dramatically increases your search engine position and indexing speed. This is pivotal to Internet marketing because better speed means more traffic. You don’t want to wait several days for spiders to crawl and index your website. You can improve this by using an XML map, having a descriptive URL, ensuring your website load quickly and properly adding keywords in headers.
When it comes to organic traffic, SEO is one of the most important skills to master for internet marketing. This determines how much traffic you get and the people who will visit your website. For the best effect, you should use an expert who knows how to handle on-page and off-page SEO to ensure you get the most traffic possible from your website.
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