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Traditional Marketing vs. Digital Marketing: How, When, and Why To Use Each Form

As we’ve shared in other blog posts, we don’t love the use of the phrase “traditional marketing” to refer to activities that marketing teams at organizations, and advertising agencies, employed prior to the arrival of the internet and the digital marketing tactics made possible by it, but it’s become a tradition now to use the word “traditional,” and it’s something we don’t see changing. As we just alluded to, digital marketing activities are those that require the internet for execution and/or present information in a digital fashion or on some form of digital media.

Per our blog post heading, the aim of this discussion is to provide some insight on the difference between traditional and digital marketing and when to use each form. Most organizations will benefit from employing a combination of traditional and digital marketing for the reasons outlined below.

What Is Digital Marketing?

As we expressed above, digital marketing activities are those that require the internet or other digital technology/platforms for execution. Unlike traditional marketing opportunities that are all about putting the idea of your products, services, and solutions in the heads of individuals who might be a good fit for them, many digital marketing activities, such as organic search/SEO, paid search advertising, and social media posting are focused on getting information in front of individuals who are actively searching for your particular organization and/or the products, services and solutions you provide. Digital marketing activities include:

  • E-mail marketing – sending an e-mail/e-blast to existing clients, or to prospective customers who meet your target-audience criteria, e.g., meet certain age, geography, income, gender, job title, industry, or other demographics.
  • Social media postingposting free/unpaid updates on various social media platforms like Instagram, Facebook, X (formerly Twitter), TikTok, and LinkedIn.
  • Display advertising/social media advertising – this includes running paid ads that are served up by a social media platform, such as Instagram or Facebook (you can buy ads on the two aforementioned platforms together) to people meeting the targeting requirements you set, such as those outlined above for e-mail marketing; plus, Google Ads offers display (image) advertising to allow you to reach individuals whose behaviors, interests, and demographics make them a good fit for your products and services.
  • Search Engine Optimization (SEO) – employing free/unpaid/organic tactics such as optimizing behind-the-scenes meta/SEO post and page title tags to ensure your website and Google My Business Profile rank as well as possible in Google and other search-engine results for relevant searches conducted by your target audiences.
  • Paid search advertising – think Google Ads or Bing Ads – these are ads that are served up a the top of search results for search terms used by target audiences that are relevant to the products, services, and solutions an organization offers. This former blog post addresses when it makes senses to employ paid search/paid SEO tactics.
  • Banner advertising – this is advertising that is bought from an external website that serves the same target audience your organization wants to reach.
  • Other – the above list is not exhaustive, but highlights the most common forms of digital marketing. Other examples of digital marketing include, but are not limited to, digital billboards or transit posters, and ads that run on a TV-type monitor at transit stations, such as subway stations.

So, What Is Traditional Marketing?

As we explain in our blog post about push vs. pull marketing, to us, many forms of traditional marketing are “push” activities. They are marketing vehicles and activities that reach your target audience(s) and put the idea about your product, service and solution in their heads. Examples of traditional target marketing activities/vehicles include:

  • Broadcast Advertising – radio and TV (network and cable — of course now, you can also run advertising on streaming channels and stations)
  • Print Advertising – magazine, newspapers, and other print publications
  • Direct Mail – a postcard or letter is mailed to a purchased or existing list of current or prospective clients
    • When the list is purchased, the names and addresses you obtain would meet certain criteria that you specify, like geography, age, gender, income, job title, industry, etc.
  • Outdoors Advertising – billboards (static poster, and now digital options as well)
  • Transit Advertising – posters and signage (static, and now digital options as well) that appear inside a bus, train, or subway car, or on train, bus, or subway platforms. You can also “wrap” a bus or train, or a bus stop kiosk, with your branding.
  • Mall or movie theater advertising – posters and signage (static, and now digital options as well) that are placed throughout mall corridors or advertising that appears at the beginning of a movie while one is waiting for a movie to start.
  • Event Attendance/Tabling – the aforementioned could refer to having a table at a community or some other event where prospective customers can walk up to your table to obtain information about your organization and your products and services.
  • Tradeshow Attendance/Booth – the aforementioned is all about setting up a booth at a trade show which is expected to draw your target audience, and sharing information about your products and services with booth visitors.
  • PR/Publicity – distributing press releases to gain media coverage of an announcement made by your organization, or pitching your story to media/reporters who serve your target audience in hopes the media/reporter will “cover” your story.
  • Other – the above list is not exhaustive, but highlights the most common forms of traditional marketing. Other examples of traditional marketing include but are not limited to distribution of branded, promotional items, and lobby merchandising (if your organization has physical locations that customers can visit).

Why Most Organizations Should Employ Both Traditional and Digital Marketing Tactics

As we’ve discussed with many of our clients, some target audience members may not be “online” regularly. Perhaps, their busy personal and work lives just don’t allow for them to be regularly viewing social media posts and profiles, and/or conducting search-engine searches. Or, they may just not like being online.

While, individuals who visit your social media profiles and/or land on your website because they conducted an appropriate search-engine search might be warmer/hotter leads — therefore, they may be more poised to buy your products, or engage you for your services/solutions in the near future — some other target audience members may need some prodding or reminders (delivered to them via traditional media) about your products, services, and solutions.

Sometimes, there’s just not enough people searching regularly related to the products, services, and solutions that your organization offers. Target audiences just don’t know you and/or your products and services exist. All the more reason to employ some traditional marketing tactics.

Free Marketing Brainstorm With Marketing Experts

Our Boston marketing agency has experience related to executing the majority of the digital marketing and traditional marketing tactics above. Unsure which tactics to execute when, or need more detail on what’s involved in executing them, and/or more information on production and media-buy costs?

Schedule a complimentary discussion with our expert marketing team today to brainstorm about your organization’s particular marketing opportunities and challenges.

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4 Free Google Accounts Each & Every For-Profit and Non-Profit Organization Needs

Regardless of whether your organization is for-profit or non-profit, because it’s highly likely you want target audiences to learn about your mission, products, services, and solutions, and you want to be able track which marketing and communications activities are creating awareness and sales/engagement, you’ll stand to benefit greatly from setting up and using the following four types of free Google accounts:

  1. A Google My Business Profile – this supports your organization being found locally by relevant searchers, since often Google will serve up a Google My Business Profile in lieu of a website for searches that include “near me” or the name of a city or town. You don’t want to miss on out on the opportunity to make target audiences aware of your organization!
  2. Google Analyticsa GA4 Google Analytics account will allow you to analyze which of your marketing activities are driving the most traffic to your website, e.g., Google Ads, social media advertising, organic social media posts, search-engine optimization tactics, or e-mail/e-newsletters.
  3. Google Search Console – this tool serves a couple of purposes. It allows you to see for which search terms Google is most frequently serving up your website. And, then, for which search terms for which Google serves up a listing (which includes a link to your website) are searchers then clicking on the link to visit your site. This free Google tool also lets you see, on average, where in Google Search results listings, a listing with a link to your site appears, and the % of people who click on a listing link when it is served up to them. You can also use your Google Search Console account to submit revised or new blog posts or website pages for indexing/crawling, so that you don’t have to wait for Google to find this new and revised content, and therefore, wait for Google to start serving it up in search results for relevant searches.
  4. Google Tag Manager – this tool allows you to set up tags that track various actions that a website visitor can take on your website. These tags basically “fire” and provide data to and in Google Analytics when visitors take actions like completing and submitting an inquiry form on your website, clicking on a hyperlinked e-mail address or phone number, scheduling an appointment, or purchasing something. Such desired actions by visitors are known as “conversions.” Without the use of a conversion-tracking tool like Google Tag Manager, you’re never going to know what marketing activities are causing website visitors to “convert,” and as a recent article about analyzing digital advertising results from Search Engine Land explains, that’s so important to understanding the effectiveness of various marketing activities and where to spend your marketing time and dollars.
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Need Help Setting Up Google Accounts?

Our team is always here to help. Contact our Boston digital marketing agency today for assistance or learn more about such services on our Google Analytics Set-up and Reporting and SEO services pages.

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What Content Served Up In Google Generative AI Has In Common: 8 Practices To Implement Now

As we mentioned in our previous blog post about how to plan and prepare for Google SGE, why wait to create website content and assets that might make it more likely Google will serve up a link to your website in relevant Generative AI/Generative Search results?

What Our Recent Audit Of Google Generative AI Results Revealed

We conducted an audit of the various content and websites that were served up in Google Generative AI results for a number of questions we posed via Google SGE and identified some commonalities among the content (content that was either shared directly in the results by Google or, indirectly, in the blog posts or website pages to which Google SGE linked in results.

As shown below, in addition to sharing content in Generative AI results, Google may serve up links to various websites below the content or in a carousel to the right of results. And, Google may even serve up an infographic!

Eight Commonalities Among Content Or Websites Served Up In Google SGE Results: 

  • Use of questions in page or post titles or in headers or sub-headers (H2, H3, etc.) on the page/post 
  • Use of headers/sub-headers, in general, to break up content 
  • Content contained bulleted lists and/or numbered lists 
  • Concise/short content (keep in mind content should still be actionable/provide enough detail to really answer someone’s question and allow them to take next steps) 
  • Rows of space/white space to break up content 
  • Infographics (keep in mind that Google doesn’t tend to like infographics from an SEO standpoint because they aren’t accessible; unless they are tagged on the back-end, a screen-reader used by those who are visually impaired can’t read them; if you decide to add more infographics to your site, be sure to use what’s known as “alt-tags” to make infographics accessible
  • Use of inner-page/inner-post or external links (these support ranking well under the current Google algorithm and standard Google search tool too) 
  • Post/page title or header makes it obvious a list will follow, such as “3 Steps…” or “5 Actions To Take…” 

Is It Possible To Prepare For SGE?

The answer to the above is a strong “yes,” and the above commonalities information should provide lots of insight to get you started with developing new, or revising existing, content to make it more likely to be of interest to Google SGE. Need more hands-on help with or advice about Google SGE Prep & Planning? Reach out to our team of SEO experts today!

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SEO Is What?

Sure, we could have titled our blog post, “what is SEO?” (and we do answer that question in the explanation about our Boston SEO Company’s SEO services), but where’s the fun in that when we’re using an SEO tool, which we regularly recommend others use, to identify what questions are asked most often about SEO (search engine optimization). “SEO Is What?” is one of the most-asked question about SEO. So, in keeping with what we advised our readers to do to prepare for and capitalize on Google SGE, we’re going to answer that great question below.

SEO What Is It?

And, while we’re at it, we’re going to answer another very similar high-volume search question. The one in our header above. Because succeeding at “search” is all about making content understandable, we’re going to keep this really simple. SEO means employing tactics, activities, and best practices that support and lead to both your organization’s website and other digital properties, such as your Google My Business profile, or your social media presences, ranking well in Google for relevant searches.

So, what’s a relevant search? A relevant search is when individuals (likely target audience members for your product or service) enter terms into a search engine, like Google, that are relevant to the products and services your organization offers and the geography in which you offer them. These relevant search terms are known as “keywords.”

What Are SEO Tactics?

Some SEO experts break down SEO tactics into these different categories. And, quite honestly, some use the category terms differently, but this should still give you a good idea of what SEO is all about. Note that on-page and off-page SEO tactics also fall into either the “organic” SEO category or the “technical” SEO category.

What Is On-Page SEO?

This category of SEO tactics includes tactics you implement on your website pages and posts, such as incorporating high-volume, relevant search terms (keywords) in your website content, like we are doing with this blog post. And, making sure behind-the-scenes tagging capabilities, known as meta tags (available with all website platforms), are used appropriately to provide Google and other search engines with essential information about your website — and ultimately the products and service you offer, and the people you serve.

What Is Off-Page SEO?

These are SEO tactics that happen “off” your website, but impact SEO results and being found on Google. A great example of off-page SEO is soliciting backlinks (links on other external sites back to your site) from organizations with whom you partner, collaborate, are a member of, etc. Another great example is making sure you establish and maintain an effective Google My Business Profile.

What Is Organic SEO?

Tactics that fall in this SEO category are tactics that focus on making sure your content is helpful and addresses target audiences’ needs and questions, and tactics that ensure Google and other search engines can easily crawl your site and know what your content is about (via the meta tags we talked about above), your location, and the location you serve.

What Is Technical SEO?

This last category of SEO tactics is often overseen by a web developer or requires a web developer’s help. It’s all about making sure your website is mobile-friendly, and can, therefore, be read by mobile devices like cell phones and tablets that access it. And, that your site loads quickly.

What Is Paid SEO?

Paid SEO means buying advertising from search engines like Google to support an ad with a link to your website appearing at the top of search engine results for desirable keywords for the geography you serve. Since Google is still used by 92% of internet searchers conducting an online search, we equate Paid SEO to Google Ads.

Need Help Ensuring Your Site Is Optimized For Search In 2024?

Schedule a complimentary 1/2 hour Zoom call with our team of SEO experts to discuss your organization’s SEO opportunities and challenges.

Make 2024 the year your website and other online presences/profiles get found!

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When It Comes To SEO, It’s Healthy To Draw Comparisons

Many a friend and family member has heard me share this old adage, “comparison is the thief of the joy.” In general, drawing comparisons between your personal or professional life with others just leads to heartache and disappointment. And, as I’m also prone to share, no two people’s lives take the same path, and in keeping with different paths, different outcomes follow. But, most importantly, we all need to forever keep the following in mind. People don’t tend to share the tough stuff that’s going on with their career, job, or personal life on social media. So, drawing comparisons with others, based on what you see or read on social media, again, is pretty pointless and just a recipe for unhappiness.

Okay, coming down from my soap box now about making comparisons between yourself and others, to address the title of this post. While it’s not mentally healthy to draw comparisons with others, when it comes to the products and services your organizations offers, it can be quite fruitful from an SEO standpoint to draw comparisons, and therefore, be “business-healthy.”

In our “Give The People What They Want” blog post about the SEO benefits of answering popular questions people have about the products or services you offer, we called out an SEO tool called “Answer The Public.” Using the tool to create a list of questions that individuals are searching on related to a particular product or service has repeatedly demonstrated to me that many people are either asking Google questions like, “how does abc compare to xyz? and “what’s the difference between abc and xyz?” Or, they are entering into Google statements vs. questions that ultimately still indicate they need answers. An example of the latter is simply “abc vs. xyz.”

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The SEO Win Of Addressing Client Confusion

Given the number of people regularly entering comparison questions or statements into Google, why not make sure your website is found for those questions and statements (and, their answers, of course) by addressing them in an FAQ (frequently asked questions) and/or other sections of your website? Here’s a few examples from our own business:

  • Q: What’s the difference between organic search/organic SEO and paid SEO/paid search? A: Paid search or paid SEO is the practice of purchasing advertising from Google or other search engines so that an ad that links to your website will be served up at the top of search engine results for search terms relevant to the products and services you offer.
  • Q: When to use paid SEO/paid search tactics vs. organic search/organic SEO services? A: As we shared in our “SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic” blog post, three key reasons for employing paid SEO tactics vs. organic SEO tactics include: you need your site to rank well immediately on Google and can’t wait for organic tactics to gradually move the SEO needle; your organization is in an extremely competitive environment and no amount of organic SEO tactics is going to get your site ranking above more-established/-entrenched competitors; Google is serving up a particular page of your site for various search terms vs. the page of your site you want it to serve up for those search terms.

Let Us Help You Draw Business-Healthy Comparisons

Need help figuring out what comparison-related content to include on your website, and where to include it? Reach out today to schedule a complimentary SEO discussion.

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Blogging Is Still A Very Effective SEO Tactic

I recently watched a video from an SEO expert who stated that, for certain organizations, regular blogging may no longer be an effective SEO strategy.

The above is not what I’ve seen in the past and what I continue to see. My clients who make and take the time to write and post new blog posts on topics that their particular target audiences are interested in and need to better understand, continue to drive traffic to their website from audiences who have great potential to buy their products or use their services. And, they are driving those relevant audiences because they are ranking well on Google for desirable search terms (known as keywords) because Google is indexing their blog content and serving it up in search results in relevant geographies.

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How To Blog Effectively

Anyone can “blog,” but how do you blog effectively to support SEO and actual sales?

  • Employ a keyword planner tool, like Google Ads’, to determine on which high-volume keywords your target audiences are searching
  • Use tools like Ubersuggest, Google Trends, and Answer The Public to see what questions your audiences has or what they are searching most about, and create blog posts that speak to those searches and questions
  • Use Google Analytics and Google Search Console to determine what new, or long-time, blog posts on your site individuals are visiting most and make sure that you:

Need Ideas About What To Blog About?

Our team can help you develop a blogging strategy that would include research to determine what you should be blogging about. Depending on the complexity of the products and services you offer, we can even write and post your blog posts for you and make sure they get crawled/indexed by Google.

Reach Out To Our Boston SEO Company Today!

We love a good complimentary discussion about any organization’s marketing challenges or opportunities — whether the organization be a nonprofit or for-profit. To-date, we’ve supported approximately 125 different brands, so there’s very few industries, products, or services for which we don’t have at least some relevant marketing experience; plus, we’re quick to learn new industries, products, and services. So, schedule your free call with our team of SEO experts today!

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Why You Can and You Can’t Stockpile SEO

As I shared with entrepreneur attendees of a recent webinar I gave with a colleague on “ensuring your website is your workhorse,” search engine optimization (SEO) is not a one and done activity. SEO should be viewed as an activity that continues as long as your business or organization does. That said, there are steps you can take to stockpile some SEO work, while knowing that you can’t fully stockpile SEO because of needing to respond to yet-unknown industry, life, world, and personal events that may impact your organization and the products, services, and solutions you offer. Think about the onset of the 2020 pandemic. None of us really saw that coming, right? And, we had to pivot and put out new information, and/or add or tweak products and services to better serve our customers in a new world/business landscape.

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How You Can Stockpile SEO

Google continues to reward websites who provide fresh/current “helpful content.” This was reinforced by their August 2023 algorithm update that indicated having “helpful content” was a key factor “the king of search engines” would continue to take into consideration when deciding which websites to serve high up in search results for relevant terms.

By creating an editorial calendar that documents future blog post topics for the next quarter, or more, and then, actually writing the posts and creating or identify images for use along with the posts, you can certainly get ahead of the SEO game — by doing all you can to have content that your target audience will value queued up for several or many months. The aforementioned is particularly true if your content management system (CMS)/website platform allows you to schedule posts to be published at a future date.

Why You Can’t Completely Stockpile SEO

As expressed in our blog post intro., there will always be unforeseen circumstances that arise that will cause you to want or need to put out new unanticipated content, or to add or change product, service, and solution offerings. Here’s an example: a blog post I wrote with a colleague about how to best employ social media during the pandemic. Could I have foreseen a need for this post months in advance, and therefore, created and scheduled this, i.e., stockpiled it? No. I don’t think anyone could have anticipated the severity and length of COVID’s impact on organizations and businesses many months in advance.

In sum, you can and should take time to create an editorial calendar detailing future blog post topics and publish dates, and you can and should write those in advance; plus, use CMS capabilities to schedule them to publish on your website at the right time. But, there will always be times when you’ll need to respond immediately to unexpected events that occur — either ones that may pose a challenge to you and your customers, or provide an opportunity for you and your customers that you’ll want to capitalize on quickly.

Need Help Building Out A Blog Post Editorial Calendar?

Not sure where to begin to figure out topics for future blog posts that will provide meaningful, beneficial information to prospective and existing clients?

Schedule a complimentary discussion with our digital marketing team of SEO experts to talk about how to create “helpful content.”

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How Not To Let Your SEO Strategy & Progress Slide When You’re Short On Time

The topic of this blog post wasn’t the one I planned to write about next. But, it’s particularly busy at Results Communications & Research, and that’s a good thing and blessing, right? It does mean, though, that the longer, more-detailed post topic I had on my radar will have to wait.

Right before posting this, I was faced with this challenge. I’ve been so busy helping clients with their paid SEO and organic SEO this spring and summer, I haven’t had the physical bandwidth to employ SEO tactics related to my own site that I encourage all my clients to implement — particularly the tactic I wrote about in my “Why It’s Time To Get Back To Internet and SEO Basics” blog post about being “fresh” by adding new content to, or updating existing content on your website.

So, I asked myself, “since I don’t have time to effectively write and post a really informative blog post, what small revisions can I make to my website to let Google know that my business, Results Communications & Research, is still alive & well? That we haven’t abandoned ship or shop? That we’re still open for business? That were not neglectful?

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Photo by Pixabay on Pexels.com

Small Website “Freshening-Ups” Support SEO

I landed on making a couple of simple tweaks. I recently had new, professional headshots taken. So, I added those to the About and Contact pages of my site, and wrote an image alt-tag for both of the photos. Alt-tags support being found on Google since Google will crawl and index such tags. They also make it clear to Google that your site is accessible to visually impaired individuals since alt-tags can be read by screen readers. It’s unknown if Google favors accessible sites over inaccessible ones, but Google does love sites that provide for a good user experience.

In addition to the above photo and tag additions, I added a new client name to the Google Nonprofit Ad Grant Services page of my site. And, I submitted all three revised pages of my site for indexing, using my Google Search Console account, so I and my site don’t have to wait for Google to find my revisions.

None of the above was a big lift, but it should support my site ranking well for relevant terms vs. it sliding as far as where in search results listings Google serves it up for desirable, high-volume search terms, known as keywords.

What small revisions can you make today to your site to support your SEO strategy?

Reach Out To Our Team Of SEO Experts

Need advice about small, less time-consuming tweaks you can regularly make to your site to support maintaining how it ranks in Google? Reach out today for a complimentary conversation.

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How Nonprofit Arts Organizations Can Benefit From A Google Nonprofit Ad Grant

In our most recent blog post about how to market your organization’s opportunities for someone to enjoy an experience, we talked about how organizations offering classes, performance events, or other experiences can rank better/be found on Google. Nonprofit arts organizations can supplement ranking well “organically” by employing very generous paid search/Google Ads $$ available from a Google Nonprofit Ad Grant.

We’ve already written a number of blog posts about Google Nonprofit Ad Grants, and we invite you to check out this most recent Google Nonprofit Ad Grant post, which contains links to all of them, to learn why your organization might benefit for such a Grant and how they work.

This shows just the middle portion of two people's bodies. One is dark-skinned, the other fair-skinned. Based on colored short-sleeved shirts they are wearing, it appears to be two men who are strumming guitars and standing at one or several mikes.  This image of a live music performance is shown in keeping with our Boston SEO services company's blog post about using a Google Nonprofit Ad Grant to support your nonprofit arts organization.

How We Help Arts Nonprofits Optimize Their Google Nonprofit AD Grant

Our Boston SEO Company is currently working with a number of non-profit arts organizations to help them optimize their Google Ad Grant. So, just what does that mean?

  • We make recommendations on how to structure their account, i.e., how many distinct ad campaigns within an account are needed and how many sub-campaigns (known as Google Ads ad groups) are needed.
  • We write Google search ad content/copy for client’s review and approval.
  • We develop and implement search term/keywords lists which will prompt the Google search ads available thru a Grant to be shown to appropriate searchers.
    • We take a creative approach to this, including identifying and employing terms related to people looking for solutions to problems or ideas for local experiences or experiences at places they plan to visit for fun or for work, i.e., we walk in tourists’ and residents’ shoes.
  • We work with clients to put appropriate “conversion” tracking in place.
    • As part of the above, we talk about what activities non-profit organizations want site visitors/ad clickers to take on their site (known as conversions), such as signing up for an e-newsletter, buying tickets, calling, and filling out an inquiry form.
    • We work collaboratively with an organization’s internal webmaster or external web developer to put appropriate tracking in place.
      • The above will likely involve using Google Analytics and Google Tag Manager.
  • We keep a really close eye on how an organization’s Google Ads are performing — are they generating impressions (being served up), are they generating clicks, what does the click-thru rate look like, are conversions being generated?
  • We independently make small tweaks to campaigns to improve performance; we reach out to clients for approval to make larger/sizable/significant revisions.
  • We provide informal (e-mail) updates on how campaigns are performing, more formal Excel, Powerpoint, and/or Google Sheet reports for sharing with nonprofit Board members, and will meet with clients monthly via video-chat services, like Zoom, to discuss Google search ads results and implications.
    • As part of the above, our two teams talk about upcoming events or new website pages to which we want to drive traffic (the aforementioned may require us to set up a new campaign or ad group.)

Learn More About Our Google Nonprofit Ad Grant Services

This shows numerous individuals painting at painting easels at a painting class. This image is shown in keeping with our Boston SEO services company's blog post about using a Google Nonprofit Ad Grant to support your nonprofit arts organization.

You can learn more about our Boston digital marketing agency’s Google Nonprofit Ad Grant services, and client we’ve worked with, on our Google Nonprofit Ad Grant Services page. Our team of Boston SEO experts and Google Nonprofit Ad Grant experts is always here to help, so please don’t hesitate to reach out, or to set up a complimentary discussion about your particular nonprofit organization’s marketing challenges and opportunities.

Being Found on Google, competitive advantage, content marketing, differentiation, keywords, lead generation, marketing best practices, meta tags, organic SEO, pull marketing, Search Engine Optimization, search terms, SEO, target audiences, Target Marketing, website

XYZ Things To Do In Anytown

We recently wrote a blog post about local SEO (local search engine optimization) entitled “XYZ Near Me” reminding our readers about the importance of ranking for relevant “near me” terms, and what it means to rank for them. We’re keeping the “XYZ” theme going, but this time we’re expanding the geography factor a bit.

As we’ve shared many times on the main pages of our website and in blog posts, our Boston SEO company and digital marketing agency works with a very diverse client base, including for-profit organizations and nonprofit organizations, and organizations that offer tangible, consumer goods, as well as ones that offer services. Included in the aforementioned client mix, are organizations that offer “experiences.” To us, experiences, such as events, shows, and classes are sort of a hybrid between a service and a tangible good. You certainly take something home with you — lots of great priceless memories!

We currently are working with a number of clients offering such experiences. Several are nonprofit arts organizations offering one or several of the following: live music, theatrical performances or shows, classes, and art exhibits. One for-profit client providing a special experience is a perfume shop in New Orleans, offering both residents and tourists the opportunity to take a trip back in time to the Vieux Carre (Old Square) and to Paris via the experience of touring their historic French Quarter shop and choosing a fragrance for themselves, or as a gift or souvenir for someone else.

What do all of these organizations have in common beyond offering “experiences,” great memories, and valuable opportunities for bonding with friends and family? They all want and need to be found in search engines by searchers searching on “xyz things to do in their particular town/city/state region.” Why? Because both residents of, or individuals planning a business trip or vacation to, their area, often don’t know they and their fabulous experiences exist. Appropriate audiences for their particular experiences may not be searching on their name or even the particular experience they offer such as “live music,” but they definitely will be searching on “things list” terms such as the following:

  • fun things to do in Boston MA
  • unique things to do in Harvard Square
  • best things to do on Cape Cod
  • romantic things to do in New Orleans
  • special things to do in Boston Metrowest area

We think you get the picture!

This is a powder blue square image that reads at the top "what "things lists" should your website be found for?" Underneath that heading is a picture of a diverse group of 20- or 30-something men and women of differing ethnicities. They are holding out a map in front of them and pointing to something. They are supposed to represent tourists in keeping with our Boston 
SEO company's blog post about experience-organization websites wanting to be found for "things lists," therefore things to do lists.

Highlighting The “Things List” You Want To Be Found For On Google

There are two ways you can call out to Google, and other search engines, the “things list” terms you want your website to be found and rank well for:

  • Be creative about including in your public-facing website content those things lists you think your website/organization deserves to be found for. Let’s say you offer dinner and live music in an intimate, cozy atmosphere, why not include a sentence like the following in your website content? “We’re often told by visitors (or customers) that attending one of our dinner shows should be at the top of the list of romantic things to do in Boston.”
  • Include the things list term you want to be found for in your behind-the-scenes SEO/meta page or SEO/post title tag along with a geographic trigger like “MA” or “Copley Place” or “Braintree.”

If you don’t know what things lists your particular target audiences are searching on most frequently and/or how to compose a post or page title tag (or where to enter them on your website), reach out to our SEO services company for help.

Highlighting Solutions To Problems To Support SEO

Being found for right things list terms, is just one of many examples of how your organization needs to think beyond the exact names of your particular products and services, and about the solutions to problems you offer. As we always call out in any informal or more-formal SEO training class we facilitate, many people who conduct a search engine search, are looking to identify an organization or individual who can solve their problem. So, as we recommended above related to appearing for the right things lists, you need to incorporate these solutions to problems in your website content and page title tags. For example, nutritionists might include phrases in content and tags like “how to lose weight,” or “how to have more energy.”

Reach Out For Help With SEO

You can learn more about our various one-time/one-off and ongoing SEO services on our SEO services page, but you can also schedule a free SEO Zoom or phone discussion about your particular challenges and opportunities to be found and rank well on Google, including those related to appearing for the right “things list” terms!