Digital Marketing is everything you see online. It’s social media. It’s company websites. It’s the ads that show up in the articles you read. Digital Marketing is everywhere and everywhere in between. It is in front of your customers, where they are. And it’s where you want to be!
WHAT DOES IT MEAN TO BE OPTIMIZED FOR SEARCH ENGINES?
Search Engine Optimization (and it’s sibling, Search Engine Marketing—paid ads that appear in search results) is all about making sure that people can actually find you when they search for your services on the internet. As Google is the single largest search engine, and most people use Google when they need to search for anything and everything, SEO benchmarks really revolve around where you show up in a Google search.
The latest studies show that, on average, 80% of all Googlers will click one of the first three results that show up in any given search. Only 10% of users click on any of the 7 others listed on the first page. And only 10% go on to page 2. If there is one thing we can all agree on, it’s this: It is rather important that you rank high on that first page of results! So, how do we get there?
Website basics. If you don’t have a website, we have to back up a bit and start with a website—a search engine optimized website! Google has some 400+ parameters used in its ranking algorithm. Some are way more complex than others.
To get your foot in the door, though, you really must have a few of the basic components completed on your website, even if it is a simple static electronic brochure. Without the basics, Googlebot won’t know how to categorize and index you and will pass right on by (so to speak). Since we want and need high rankings in Google searches, digital marketing starts here. And if you plan to use paid advertising on Google or other search engines, optimizing for organic search is the best way to reach those higher quality scores, which lead to higher placement and more clicks!
We look at your website both from the user perspective and through the coding to make sure as many of the basic features are in place. Is the navigation clear and logical? Is it mobile-friendly (Google recently updated its algorithm to favor mobile-friendly websites over non-mobile-friendly)? These are important factors to consider from the user perspective.
From the back-end, whether you are using Wix, Squarespace, or a WordPress site (or coding your own html if you are brave enough), we optimize the use of each page’s meta tags and add “structured data” or “rich snippets” where appropriate in order to make your site listings look as good as they can in Google search results. You can read more about these if you are feeling like getting a closer look under the hood yourself.
Key Phrase Analysis. In order to fully optimize your website and then be able to move forward with any targeted marketing, we must research what people are searching for when they go to Google to find your services.
We find the best converting phrases (the most specific search terms users look for: “Flagstaff ABA Therapy provider” will Google better results than “ABA Therapy” if you want to find a therapist in your area) and begin using them in smart ways within your website. I say “in smart ways” because Google has been on to the “keyword stuffing” methods of the past for quite some time. Good content in context is what it wants to see.
From key words to long tail key phrases, we make sure your site is truly optimized with the right phrases used in the most meaningful ways—they must make sense within the context of the page itself (and varied as we are able). Using Google’s webmaster tools and Moz Pro, we are able to get a good look at your site to evaluate how well you are using key phrases and optimize as best as can be.
Regular reviews of your site, your key phrase analysis, and your use of key phrases and further optimization and/or modification are pertinent to see a steady climb in the search rankings. Which leads to more clicks. Which leads to more sales!
The TCB Guys want to get started finding the best ways to help you reach your highest rankings. Shoot us a note and we can get started right away!
WHAT IS CONTENT MARKETING AND WHY DO YOU NEED IT?
Great questions! First, let’s tackle the “what is” with the most dry definition we can find: Content marketing is a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action. This definition comes from the Content Marketing Institute and lays it down fairly clearly.
But in a less dry way, we say that content marketing is taking all the great things that you do and know and sharing it with your potential customers—showing them that you are the experts in your field—by way of your webpages and blogs, infographics, videos, and the like.
Turning your expertise into valuable and shareable content that can be dispersed through the social channels to bring awareness of your brand and your products—ultimately leading to more sales. Lead with value, and customers will follow. If you would like to read more about content marketing, here’s a great article from Forbes magazine.
Second, you need content marketing because, as I’m sure you already know, the landscape of information dispersion has radically changed in the last several years. Disruptive advertising doesn’t have the same effect it once did. If we want or need something, we google it, we ask our friends about it, we do our own research, then we ultimately make a decision to buy. And humans want to buy from other humans and we want to know that there is another person on the other side of the screen, but not just any person—a likeable person.
Nowadays, relationships are built before leads turn to conversions. We must get ourselves, our products, and our services out there and into the minds and conversations of those who need them now and those who may need them later. Content marketing creates your “evergreen” space on the web, it makes you findable, it tells your story, and, when done correctly, it makes you human and likeable. And leads to sales.
The TCB Guys can help you turn your expertise into great content and into new customers. What are you waiting for? Contact us now!
HOW CAN YOU TELL ME WHAT’S WORKING AND WHAT ISN’T?
What ties SEO, Content Marketing, and Social Media Marketing all together in time is metrics. Developing realistic goals and expectations are vitally important to ensure that we are doing the best we can and that you are getting a great return on your investment. We measure progress toward these goals as we move forward and adjust our strategy where necessary to get the most return on your time and expense.
Our SEO lead is Google Analytics certified, and GA provides a wealth of site tracking data. The value of the data is unquestionable, and the value of the data interpretation is even greater. We watch for what’s working and continue doing that. We watch for what isn’t working and we modify the approach as appropriate.
The TCB Guys are ready to help your company grow! Contact us now!