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Spring Clean Your Online Presence To Support Sales and SEO – Part II

A JOINT BLOG POST BY GAIL SNOW MORASKI AND RYAN BRUDER

Our first blog post in this two-part series focused on capitalizing on “spring cleaning” inclinations to tune-up your website and your social media presence. The purpose of this second post is to remind readers who run any kind of online ads — whether they be Google Ads (also known as search ads/search marketing), social media ads, or banner ads purchased directly from another external website — to revisit them and give them a thorough look-over if you haven’t done so in a while.

Since SEM (search engine marketing) is one of our digital marketing agency’s specialties, the focus of this piece will be on Google Ads, but many of reminders can be applied to other forms of online advertising.

OPTIMIZING YOUR GOOGLE ADS TO IMPROVE PERFORMANCE AND MAXIMIZE BUDGET

Often clients will engage our SEO company to analyze either current or past Google Ads campaigns to see what they could or should be doing differently or better. Or, to assume management of existing Google Ads campaigns. Because we are data geeks, we love getting under the hood of a Google Ads account — whether it be a paid account used by a for-profit organization, or a Google Nonprofit Ad Grant account that provides qualifiying non-profit organizations with $120,000 in free annual Google search advertising.

Elements of campaigns and associated ad groups within a Google Ads account that we review related to the above engagements that you should too, as part of spring cleaning your Google Ads, include:

  1. KEYWORDS — what terms have you indicated to Google are ones for which you want your ads shown and are these all still appropriate? Are there keywords you should remove? Are there keywords you should add?
  2. SEARCH TERMS — related to the above keyword element, what search terms (actual phrases that ad clickers put into Google’s search engine) have your ads actually been presented to searchers for, and are they the right ones? The “search terms report,” accessed via the keywords section of a Google Ads ad group, allows you to see the exact terms for which your ads are being shown. Are the terms appropriate? Should some of these terms be made “negative” keywords, i.e., terms for which you don’t want your ads to be shown?
  3. RECOMMENDATIONS — as shown in the printscreen at the bottom of this elements list, Google makes regular recommendations — via a recommendations report — regarding steps you can take to “optimize” your campaign, and therefore, improve click-thru rate, and reduce your cost-per-click. Types of recommendations we see Google regularly make include: removing redundant keywords (keywords that are very similar in nature) from ad groups, adding certain types of ad extensions (such as structured snippets or call-outs), adding conversion-tracking, and using responsive search ads, along with standard text ads you already have in place. Not just as part of your spring cleaning, but each and every type you log into your Google Ads account to check on campaign performance, you should review the various recommendations, and apply the ones that you think make sense for your account.
  4. SETTINGS — settings are assigned at the campaign level and allow for you to target specific geographies and set daily budgets, as well as other specifics about your campaign. At a minimum, as part of your sprng review, you should revisit your daily budget and the geography to see if they are still appropriate to the products, services, or solutions you are promoting via your ads.
  5. AD CONTENT AND LANDING PAGES — if you haven’t checked your Google Ads campaigns in a while, you may even be running ads that land ad clickers on pages that promote either events that have already passed, such as a fundaising one, or products and services that are seasonal in nature and no longer apppropriate ones to be promoting due to the time of year. As you conduct your spring review, be sure that the products, services, and solutions are still the right ones for your organization to be promoting, regardless of whether you are paying for ad clicks, or getting them free via your Google Nonprofit Ad Grant. Also, revisit what makes for an effective landing page, and consider making any appropriate tweaks to current ad landing pages.
  6. COST-PER-CLICK — as part of your review, give great thought to the cost-per-click associated with each of your active vs. paused ad groups. Does the profit you’d make from an actual sale to an ad clicker warrant the cost-per-click — therefore, what is the acquisition cost (this may be include other factors beyond the ad cost-per-click) associated with obtaining a new customer and does it make good sense from a profitability standpoint?
  7. CLICKS — this is likely stating the obvious, but if your ads aren’t generating a decent volume of clicks, therefore, visits to your website, does it make sense to continue to run certain campaigns, or certain ad groups within campaigns?
Google Ads Manager Dashboard

We know that Google Ads advertising, and other forms of online advertising, can be complex and confusing. If you are concerned that your campaigns aren’t set up right to maximize clicks, conversions (ad clickers taking desired actions on your website), and your advertising budget, reach out to us for a complimentary discussion or for us to undertake online advertising spring cleaning on your behalf.

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Spring Clean Your Online Presence to Support Both Sales and SEO — Part I

A JOINT BLOG POST BY GAIL SNOW MORASKI AND RYAN BRUDER

As you do related to your personal life and home, it’s important to do a deep cleaning and decluttering of your organization’s online presence once in a while. So, why not tackle it while you’re already in spring cleaning mode? We’ve outlined, by digital marketing vehicle, various marketing elements you should revisit — and may need to address — as part of your spring tune-up!

Your Website

  • SSL Certificate – We’ve discussed this in many of our SEO blog posts, such as this oldie but goodie, but if you’re still using an http:// vs. https:// address, and therefore, don’t have a security certificate associated with your website, you are hurting yourself from both a marketing and SEO standpoint. Chrome or other browsers may remind visitors your site isn’t secure — making prospective visitors afraid to visit. Plus, Google is less likely to serve an organization’s site up high in search results for relevant terms if the organization’s site isn’t secure.
  • Social Media Icons – Be sure that you house icons on your site (normally this is done in the footer or at the top of a website page) with associated links to each of the platforms on which you have a social media presence. If you no longer maintain a social media presence on certain sites, remove the icon from your site. Driving website visitors to an inactive social media profile won’t serve you well from a marketing standpoint.
  • Broken Links – As with the SSL certificate, broken links are irritating to both website visitors and Google. Google will ding you from an SEO standpoint, and visitors will wonder about the quality of products and services they’ll receive from you, if it appears you aren’t giving attention to and taking care of your website.
  • Blog Posts – If you maintain a blog section/page on your site, haven’t blogged in a while, and don’t plan to do so in the next few months, consider hiding that section of the site. As with broken links, maintaining a blog section that you don’t keep current can make website visitors think less favorably about your organization.
  • Outdated Event/Fundraising Info. – Ditto what we said about broken links and blog posts. Having outdated community events and fundraising events on your website just speaks to negligence, and not making & taking the time to keep your site current.

Your Social Media

  • About/Bio – You should revisit the About/Bio or other section of a social media profile that provides general/overview information about your organization to make sure it’s accurate and current. We’ve often seen organizations leave old phone numbers, URLs, or physical address info. up in these About/Bio type sections of their social media profiles. And, if you don’t have a link to your website included in the About/Bio section, you should add one — on any social media platform that allows for it — as a call-to-action (CTA) to visit your website.
  • Hashtags – As part of spring cleaning the above-mentioned sections of your social media profiles, make sure they include hashtags for which you’d like your profiles to be found. It may just be a matter of putting a hashtag in front of certain words that are already in the About/Bio section of your social media profile.
  • Following – Check to see who you’ve followed in the past, and determine which individuals and organizations it still makes sense to follow, based on how your organization has evolved. Since social media platforms limit the # of organizations you can follow, you might free your organization up to follow some new and more-relevant individuals and organizations by discontinuing following irrelevant ones.
  • Branding Elements – Be sure that all your profiles are using your updated branding elements, such as an updated logo and other images.
  • Pinned Post – Check to see if any posts that you’ve “pinned” (so that they appear first when anyone views your profile) still make sense to be a pinned post. As with broken website links and outdated event info., leaving outdated pinned posts up speaks to your organization not minding its shop closely enough.
  • Story Opportunities – Make this spring the time you give some thought to whether, and how, you should be taking advantage of “story” capabilities. A feature that many social media profiles have available are “stories”, or a snapshot that is featured on a user’s social media home page/newsfeed (and your profile) that disappears after 24 hours. With this tool, you can post a picture or video that contains messaging that you deem super important, so your followers will see it up-front/highlighted all day. This is a great tool to use if you are running a promotion or have a big announcement of some sort to make, such as the roll-out of a new product line or service. What we love about this related to Instagram is that, within the stories capability, there is a feature where you can include a link to a website page. Employing this opportunity will help drive additional traffic to your site — something that standard Instagram posts can’t do since you can’t include a hyperlink to your site in them.
  • Abandoned Social Media Presences – If your organization made the decision to no longer be active on a social media platform on which you previously had a presence, remove the profile, if possible. If you can’t, add a post that indicates you are no longer posting to that particular platform, but asking profile visitors to “please join us on x,y,z social media platform(s),” and provide links to your profile on those social media platforms.

Your Google My Business/Google Maps Profile

  • Outdated Posts – Google My Business (GMB) allows you to post COVID updates, event info., offers and more. It’s a great service, but you need to make sure that you remove or change any outdated information as part of spring and ongoing cleaning efforts!
  • Capitalizing on All Categories, Such as Women in Business – GMB allows you to identify your organization as one that is woman-led, veteran-led, or Black-owned. If your organization identifies as one of these, be sure to complete this info. in the Info. section of the GMB dashboard. As you’ll see, we did this with our own GMB profile to capitalize on the fact that we are a woman-owned/woman-led business.
  • Locations – If you have more than one storefront/physical location that customers and prospective customers can visit, consider taking ownership and managing a GMB account for each of your locations to make sure you don’t miss out on any local search opportunities, therefore, prospective clients searching on “x,y,z near me.”
  • Info. From The Business – The “info. from the business” statement (that you can enter via the Info. section of the GMB dashboard) provides 750 characters to tell prospective customers what your organization is all about. If you’re not already taking advantage of this large space to promote your business, your services and products, and the solutions to problems you offer, be sure to complete this statement.

Need additional information or help related to any of the above? We are ALWAYS here to help, so please reach out.

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Clearly & Regularly Communicate Solutions and How You Address Client Pain Points to Succeed at SEO

As I am and my team at Results Communications & Research, a Greater Boston SEO Company, have observed and demonstrated, succeeding at SEO goes far beyond incorporating high-volume search terms (keywords) that are the synonyms, or the exact phrases your organization employs in your digital content, for your various products and services.

Regardless of the nature of your organization, if you want to be found on Google, i.e., rank well in organic search engine results, you need to metaphorically borrow your clients’ boots and sneakers, and walk in their shoes. Why? Because often target audience members don’t enter the common/standard term for a particular product or service that you offer into a search engine like Google, including ones that your organization uses on your website or in other digital marketing materials or activities. Instead, they search for insight on how to solve a problem — whether it be a consumer/personal problem or a business one.

Let’s say you offer nutrition services that provide a number of benefits and support a number of positive outcomes and goal achievements, including helping individuals lose weight or have more energy. Your target audiences may not search on terms like “nutritionist near me” to find you. Instead, they may be putting terms like “how to lose weight” or “how to have more energy” into a search engine, such as Google.

How to Be Viewed As Part of the Solution, Not The Problem!

As an SEO agency that has been helping clients move the SEO needle since 2014, we suggest you adhere to the following game plan to support being found in Google and other search engines for the solutions and benefits you offer:

  1. gather a cross-sectional group of individuals who interact with customers or prospective customers on a regular basis, such as customer service representatives, account managers, salespeople, and marketing staff to brainstorm and document what your customers’ pain points are:
    • what ongoing challenges do they face in their daily life or in their professional life/business role that purchasing your product or engaging you for your service can help address or eliminate, or reduce the impact of?
    • what problems or solutions to problems are current or prospective clients searching on, e.g., how to improve project tracking, how to maximize my marketing budget, how to keep ice dams from forming on my roof, help for anxiety, best way to create a cohesive team. You get the picture. If you can’t gather a team — even via a video chat or conference call, consider creating an online survey to gather team members’ feedback — something we can help you with. Regardless of how you gather the info., you may want to share our “Defining Your Differentiator with Detail” blog post with individuals from whom you welcome insights. It may spark some great ideas about your target audience’s pain points and how you lessen and erase your clients’ discomforts.
  2. using the list resulting from the above brainstorm activity, use a keyword planner tool or engage an SEO expert to conduct keyword research for you, to:
    • determine which of the phrases/search terms you and your team identified are being entered most in search engines by your target audiences
    • identify high-volume (frequently used) phrases/search terms that are similar to the ones your team identified, but different from them, and therefore, additions to your list
  3. begin employing the terms that your keyword research reveals are the most frequently used ones (as long as you believe they are relevant to both the solutions to problems you offer and clients are searching on) in:
    • social media posts, profiles and hashtags
    • website content and behind-the-scene tags, known as meta tags
    • other digital and traditional marketing materials and activities to support your sales proposition and reinforce value

Need help executing the SEO game plan outlined above? We’re here to help with any of your SEO challenges, so please reach out!

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SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic

As the owner of a digital marketing agency whose primary focus is to serve as an SEO company (a firm that helps organizations be found on Google and rank as high as possible in search engine results listings for desirable terms in appropriate geographies), I have a great passion for helping both for-profits and non-profits determine when they need to employ SEO tactics, when they need to employ SEM tactics, and when they need to employ both.

What is SEO?

So what is SEO? SEO is the acronym for “search engine optimization.” In general, when someone employs the term SEO, they are referring to non-paid-advertising tactics that are executed to support a listing with a link to an organization’s website appearing on the first two pages of Google or other search engine results for search terms that are relevant to the products, services, and solutions to problems that their organization offers. Sometimes, SEO will be modified by the terms “organic” or “technical” to indicate a large variety and number of tactics that can be implemented to support an organization ranking well “organically” in search engine results. These include, but are not limited to:

  • incorporation of high-volume search terms, known as keywords, in website content and behind-the-scenes website tags, known as meta tags
  • establishment of a Google My Business profile to support ranking well in “local search”
  • saving image/photos with file names relevant to an organization’s products, services and solutions that Google or other search engines can crawl/index

While SEO does not involve paying for advertising, there are manpower costs related to implementing one-time and ongoing organic/technical tactics, and depending on your organization’s staffing level and digital marketing expertise, you may need to hire an SEO agency, such as Results Communications & Research.

What is SEM?

SEM is the acronym for “search engine marketing” and refers to ads such as the one below that appear in the top or bottom four spots on a search engine results listing page, in Google Shopping Ads, or on other Google properties or marketing opportunities. Sometimes, you’ll hear the following terms used in lieu of SEM:

  • paid search
  • paid SEO
  • online advertising
  • search advertising
  • Google Ads or Google Search Ads (this is advertising bought related to ranking well specifically in Google’s search engine for relevant terms; you can also purchase such ads from Bing and Yahoo)
  • search text ads
  • text ads
  • PPC (pay-per-click) advertising

Organizations often employ search ads/paid search when:

  • They are in a very competitive environment, i.e., other organizations are running paid ads – causing up to four ads to appear in search engine results for desirable terms before organic search/unpaid results listings
  • They’ve only recently implemented tactics on their entire website or on a specific page of their site to rank well organically for relevant terms, and can’t wait for such tactics to impact ranking results
  • Their website or specific site pages aren’t optimized to rank well in search engine results
  • Competitor sites or other pages of an organization’s own website rank above the site page that an organization wishes to rank well for certain terms

Are There Times When It Doesn’t Make Sense to Invest in SEO or SEM?

In general, implementing technical/organic SEO tactics is a best practice. That said, the only way to know if an organization’s target audiences are actively searching to identify someone offering the services, products, and solutions that the organization offers is to conduct keyword research.

If keyword research reveals that, at least for the time-being, individuals are NOT conducting searches, relevant to an organization, then less time and money should be spent in optimizing a website to rank well organically in search results. And, it wouldn’t make any sense to invest in paid search advertising/SEM since there wouldn’t be many appropriate searchers to whom to serve up ads. In the aforementioned case, you’ll want to employ marketing tactics, such as Google Display advertising or social media advertising where you put the idea in target audiences’ heads vs. waiting for them to search for someone like you. We discussed this aforementioned strategy of creating awareness of the benefits and features of a particular product, service, or solution, known as push marketing, in our blog post “Why Keyword Research Informs So Much More Than SEO.”

As Greater Boston SEO experts, we are always here to help you identify whether SEO, SEM, or both, are the right marketing tactics for your particular organization. We assist clients in making these decisions regularly, so that they maximize marketing budgets, as well as internal marketing team’s time. And, while we never guarantee results since there are so many variables at play, we’ve helped clients, throughout the U.S., who’ve engaged our SEO agency for SEO services, appear in the top two pages of Google Search results for certain terms — when they previously hadn’t — or move from page 1 to page 2 through both SEO and SEM tactics. So, please reach out for a complimentary discussion if you need help capitalizing on SEO and SEM opportunities.

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What to Know Before You Engage Someone for SEO Services

How To Be Found on Google - Results Communications and Research

There’s two broad factors any organizations should ponder before they engage an external individual or organization to help them optimize their site to be found on Google, ideally on the first two pages of search results. These are:

  • The Reputation/Credibility of the Firm or Individual In-Question
  • The Nature of and Time Frame Associated With the Services Being Offered

How to Determine if An Individual or Firm Offering SEO Services Is Credible?

My current clients, prospective clients, and I all regularly receive e-mailed or LinkedIn requests from individuals or organizations claiming that they can and will get our website to appear on the first page of Google search engine results for terms relevant to the services or products we offer, or to the solutions to problems we provide. In fact, these SEO vendors, sometimes use the phrase “guarantee” or “guaranteed” along with it. That’s a huge, huge red flag. Without talking to you about your organization’s objectives, the target audiences and geography you serve, and the competitiveness of your marketplace — as well as researching whether or not individuals are even searching for an organization who offers your products, services, and solutions — it is impossible for these SEO vendors to know whether or not it is feasible for a listing with a link to your website to appear on the first page of Google search results.

Being Found on Search - Results Communications and Research

Another big red flag related to ascertaining the credibility of any organization who approaches you about SEO services is whether or not their initial sales pitch to you includes selling you backlinks, i.e., links to your site that will appear on external websites and blogs. As we discussed in a previous blog post, the only external organizations you want sharing a link to your site on their own site or blog are highly regarded organizations with which you have a prior relationship or with which there are some synergies. Allowing an SEO services provider to arrange for such “spammy” backlinks on your organization’s behalf will ultimately cause a decline in how you rank in search results vs. improve how you rank.

Before you engage an individual or organization to assist your organization with being found on Google, ask for examples of the types of organizations to which they have provided SEO services, how they have analyzed and documented/demonstrated the positive implications of the services they’ve provided, and the steps/tactics they took to achieve SEO success.

How Do I Know What SEO Services I Need: One-time/Initial vs. Ongoing?

As we described in this blog post, if you’ve never optimized your website for search or paid someone to do so, and particularly, if you’ve never conducted keyword research related to it, you should be starting from scratch with your SEO and engage an SEO expert to conduct an initial/one-time/one-off review of your website and execute appropriate technical/organic SEO tactics. These tactics include but are not limited to:

  • incorporating relevant high-volume keywords uncovered via keyword research within your website page content and in your behind-the-scenes/meta tags
  • help setting up and/or optimizing a Google My Business Profile, so that you rank well locally and support being found more globally on search.

Once you have completed the important SEO work outlined above, if keyword research has indeed revealed that a high volume of individuals are searching to identify someone like you, then you’ll want to continue to take actions on a regular basis — daily, monthly, or quarterly — to make sure your organization is as well-situated as possible to be found on Google for relevant terms.

Ongoing SEO Services Packages

Many SEO experts and SEO consultants, like us, offer ongoing (monthly or quarterly) SEO packages. Services offered via an ongoing SEO package engagement likely will vary, but at a minimum, we believe they should include:

  • checking to see your site has no broken internal or external links
  • testing to see that your site load speed or the responsiveness/mobile-friendliness of your site isn’t negatively impacting where your organization appears in Google search engine results
  • ensuring that any new images that are added to your site include an “alt-tag” so they will be indexed by Google
  • making sure that any new pages or blog posts that are added to your website are indexed by Google
  • writing content (that includes high-volume keywords) for blog posts, FAQs, or other site pages to support being found for those terms on Google
  • maximizing your Google My Business profile by keeping it comprehensive, current, and posting to it with the same frequency that your post to other forms of social media to support Search Engine Optimization efforts.

Got questions about what we shared above? Please reach out. We’re glad to talk you through all of this, and if appropriate, we’d love to present you with a proposal to provide you with one-time or ongoing SEO services.

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Why These Turbulent Times Are Ideal Ones to Optimize Your Website for Search

I’ve shared this already via some social media posts, as well as part of e-mail and phone conversations. I do believe this is the ideal time for both for-profits and non-profits to optimize their websites to be found well/rank high in search engine results for relevant searches for the following reasons:

  • It’s a good way to redirect marketing $$ and energies if it doesn’t make sense to market now. Depending on the products and services your organization offers, it may come across as insensitive, irrelevant, or just plain crass, to be promoting offerings that could be viewed as too much of a luxury right now or that just don’t make sense because of their inaccessibility. Think a service or product you can’t receive or purchase virtually. Why not redirect the money and time that you planned on spending on other marketing activities to search engine optimization (SEO) efforts?
  • SEO is a no-brainer and best practice. Even if your organization’s website doesn’t currently receive a lot of organic traffic from search engine searches (this could be because your site has never been optimized for search, or simply due to the fact that individuals aren’t searching to identify someone who offers your products or services), or your industry is a referral-driven business, as many business-to-business industries are, it’s always a best practice to optimize your website to be found by searchers looking to identify an organization that offers the products and services or the solutions to problems that you do. You’ll have the peace of mind of knowing that if relevant searchers are searching, they will find your organization.
  • You’ll set yourself up for future success. As we shared early on in our current health pandemic, no-one has a crystal ball. While we all have our guesses and theories, it’s impossible to state, as of the date of this blog post, which types of organizations will be most impacted long-term by our world health scenario, and which types will rebound most quickly. But, in keeping with the bullet above this one, why not set yourself up for the best possible chance of being found by those who are searching for help and needs related to what your organization offers?
  • Your organization will save and maximize marketing $$ when $$ are particularly tight. One of the many outcomes we love about implementing technical/organic tactics to support a client organization’s appearing high up in relevant search engine searches is that it can help them avoid unnecessary spending on paid search/PPC advertising down the road. Depending on the competitiveness of an organization’s market, and whether or not searchers are indeed looking to identify someone like the organization, implementing SEO tactics may make paid search/search engine marketing (SEM) spending gratuitous in the long-term.

If you scroll through our blog at https://allintheresults.com/ponderings, you will find a large number of blog posts to get you up-to-speed on organic/technical SEO basics, and we are glad to answer any questions on those basics on a complimentary basis because of our desire to give back right now. We are also always here to help with some of the bigger and more complex lifts like keyword research. So, please reach out if we can help answer questions about smaller SEO tasks or help you complete larger ones.

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Three Ways to Use Video to Boost SEO

By Guest Blogger, Nick Bartos, Social Motion

Video is valuable for any business, as it can be used to amplify your brand utilizing interesting visuals and engaging storytelling. However, many marketers and business owners may not know that video can also be used to support search engine optimization (SEO) efforts. Here is how to own search engine results even further – utilizing video.

#1: Create evergreen content, and host it in evergreen places

Instagram, Facebook, and TikTok are fantastic places to post videos – but unless those videos are consistently being served up to new individuals via paid ads vs. only being viewed organically by followers of or visitors to an organization’s social media profiles, the view-count is very likely to drop after the first few days of posting on these platforms. YouTube is the number two most used search engine behind Google. Utilizing a platform like YouTube will allow your video, and therefore, your organization, to remain in search results consistently. This will help your SEO efforts and allow your content to keep working for you, even after the initial drop off from feed-based channels like Facebook.

#2: Utilize your keyword research

Keyword research allows you to identify the high-volume “search terms (known as keywords)” which individuals and organizations are entering into a search engine like Google to identify organizations that offer the services, products, or solutions to problems that you do.

Use keyword research you already have to both inform your video and take advantage of the keyword research you spent hours collecting. If subscribed to an SEO service, such as SEMrush, or even if you just use Google Ads keyword planning tools, utilize the information offered by the software/tools. Many times, these services will  cause the researcher to think of blog post ideas based on their findings – do not be afraid to turn these into video! And, then be sure to tag your video appropriately in YouTube with the keywords for which you want your video to be found.

#3: Use Closed Captioning and Subtitles

The above is arguably the easiest way to help yourself. While you can use your video title, description, and tags as ways to help your videos rank, make it even easier for search engines to rank video for desirable terms by providing a transcript. Not only are you providing closed captioning for accessibility purposes (which search engines also applaud), but you are also providing a script for search engines to rank your video for appropriate search terms and keywords that you have incorporated in your script. Some services provide automated closed-captioning services, but they are not always perfect. It takes a bit of time to complete, but will pay dividends in SEO efforts.

If you want to boost your video presence online, check out Social Motion, a company dedicated to creating high-quality, buzz-worthy, and engaging content for social and digital media. We’re always glad to hold a complimentary phone chat with you to discuss your particular marketing challenges and opportunities and how video, such as the one I shared below, can help address them.

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Why "If You Build It, They Will Come" Doesn't Always Hold True

Over the past six years, as a digital marketing agency owner and marketing consultant, I’ve had so many prospective clients approach me with a specific marketing tactic/activity that they’d like me to implement on their behalf. As I’ve repeatedly expressed on social media, in other blog posts, and in my website’s content, I never encourage clients to implement or continue with a marketing activity that doesn’t make sense for them. So, as part of discussing the particular tactic for which they’d like my help, I do a “preliminary check” to see if their website is “optimized for search,” and, therefore, likely to be found by individuals searching on relevant terms for the products, services, and solutions to problems the client in-question provides. Instead of a costly advertising campaign or direct mailer, the client might be better served investing in Search Engine Optimization (SEO), which could have longer-lasting impact.

You would be amazed by the number of organizations — both large and small — who have spent significant $$ and time to launch a comprehensive, user-friendly, informative website, but didn’t realize they needed to implement off-page (behind-the-scenes tags) and on-page (content) SEO tactics in order for their site to be found on Google. Some website developers and designers are well-versed in SEO, others aren’t, and don’t offer the service automatically, or as an add-on when launching a new site.

The above means that a for-profit or non-profit organization may have invested in a beautiful, effective website as far as design, user experience, functionality (interactive tools) and content goes, but they won’t likely benefit from it to the degree to which they could/should. Their site becomes like a pretty little unknown island that no-one knows is there, and therefore, no-one visits. In sum, building their new site, didn’t mean people would come.

Another factor related to lack of visitors may be this. If the products, services, or solutions to problems an organization offers are not ones that individuals are aware of, and therefore, aren’t actively searching on, even the most-optimized-for-search website isn’t going to get a lot of visits that stem from search engine inquiries. If your product or service is a brand new one — think something you’d see on Shark Tank — your target audience may not even realize a product or service like yours exists. Or, particularly, if you’re a B2B (business-to-business) organization, prospective clients may identify an organization like yours by asking one of their contacts or colleagues for a referral.

Both of the scenarios outlined in the paragraph above equate to your organization not being able to rely on “organic search” to drive traffic to your website. But, if you want and need to confirm that individuals aren’t actively searching to find an organization like yours, read our recent post that explains how keyword research can help you figure out whether or not individuals are searching to find an organization with your capabilities.

So, what are the takeaways from everything we’ve shared so far in this post, i.e., how do you ensure “if you build it they will come?

  1. Don’t assume that searchers are searching to find you and/or what you offer. Take the following steps to determine if they are searching to find you, and how.
    • use your Google Analytics data to see what percentage of your traffic is organic (comes to your site as the result of a visitor clicking on a search engine results listing)
    • use your Google Search Console data to see for what search terms, if any, Google is presenting a listing with a link to your website in search engine results, and the # of individuals who are clicking-thru to your site as a result of it being presented
    • conduct keyword research for the specific geographies you serve to determine whether or not a significant volume of individuals is searching to identify an organization likes yours
  2. If the above exercises reveal that the percentage of organic traffic to your site is low (less than 30%), and your website isn’t being presented in search engine results for relevant search terms (keywords), but keyword research indicates a large number of individuals in your geography are searching for the solutions, products and services you offer, then you should optimize your website for search, i.e., implement organic/technical SEO tactics
  3. If keyword research indicates that only a small number of individuals in your geography are searching for an organization with your capabilities, it’s time to consider “push” vs. “pull” marketing. Push marketing is all about putting the idea of your product/service in individuals’ heads and making them aware that a your solution to their problem exists. Display vs. search advertising is just one form of this and this blog post explains the push vs. pull dynamic, but there are many other forms of push marketing, such as an e-mail campaign, print or broadcast advertising, or a direct mail campaign.

Results Communications & Research is always here to make sure your website isn’t an island onto itself, so reach out to make sure it gets the admiring visitors it deserves.

blog, Blog, Blogging, brand promise, content marketing, good will creation, Google Analytics, integrated marketing, keeping up with trends, Marketing Planning, organic SEO, Search Engine Optimization, SEO, social media, staying current, strategic planning, target audiences, Target Marketing, technical SEO, traditional marketing

A Semi-New Name for a Centuries-Old Marketing Practice

Because, in the last several months, I’ve had various fellow marketers talk to me about or take jobs in “content marketing,” or seen them post about it on social media, I thought the time was right to explain this term and marketing strategy in a blog post. Even though I’ve been aware of the term for quite some time because much of my work falls under the content marketing umbrella (particularly SEO, blog writing, social media voice, and Google Analytics data reviews), I haven’t tended to use that term with clients and prospective clients, thinking it might not resonate with them. But, perhaps, the time has come for me to do so. 2019 was called the “year of SEO” by some marketers. 2020 may be the “year of content marketing.”

While the term “content marketing” has only been in use for the last decade or so, and some individuals employ it solely related to digital/online/electronic distribution of information, one of its key premises has been around since at least the early 1700’s — when individuals began promoting products and services via the written word vs. the spoken word. And, that premise is that creating informational, helpful, desired content — which can be used across many marketing vehicles and tactics — will garner customers’ and prospective customers’ favor and loyalty.

Even though the focus wasn’t primarily or solely “online” usage at the time (the internet and social media were still somewhat in their infancy), during my tenure as a marketing leader at BMC HealthNet Plan (2008 – 2014), I wrote wellness-related copy that was able to be employed in print ads/advertorials as well as in hard-copy handouts used at events or for other purposes by BMC HealthNet Plan community outreach reps. PDFs of those handouts were then shared on the organization’s wellness section of its website.

The above is a glowing example of content marketing’s basic tenet of sharing information, that target audiences value, across numerous vehicles/tactics in order to retain or acquire audience members as customers. In this case, the target audiences were members or prospective members of the health plan, as well as community organizations or healthcare providers, who might refer them to the health plan.

Integrated Marketing vs. Content Marketing

Related to my initial comment at the top of this post that the key premises and intentions behind content marketing are not new at all, I want and need to speak to the synergies between content marketing and integrated marketing. Both aim to employ similar/the same content across numerous marketing tactics/vehicles to repeatedly expose target audiences to the same, consistent message. But, a key difference to me between the two is that content marketing isn’t just about promoting and creating awareness of a product or services through true “marketing/sales/promotional” messages. It’s about being helpful and creating good will by sharing desirable information that may or may not be directly related to an organization’s products or services (see our discussion of tangential topic blogging).

Loyalty is Priceless

Online/Digital/Electronic Content Marketing Vehicles/Tactics

Since most people who use the term “content marketing” to refer to online/digital/electronic distribution of beneficial content to create brand awareness and loyalty — and ultimately sales or some other desired conversion activity (such as signing up for an e-newsletter, making a donation, or submitting an inquiry about an organization’s products and services) — what are some of the online/digital/electronic vehicles/tactics in which content created for the above purposes can be employed? E-newsletters, downloadable white papers, podcasts, website page content, blog content, social media post content, downloadable e-books, infographics (images that contain helpful, detailed info.) and videos.

Love — Back at You!

The Love-Love Equation

The above list is not exhaustive, but provides a sense of the many primary ways organizations are sharing content electronically/digitally that they believe meets the needs of their various target audiences and demonstrates understanding of those audiences’ challenges and opportunities — all in the hopes of creating a loyal following who will show their “love” back by talking up the organization, purchasing its products, etc.

I, individuals I employ, and my expert connections have extensive experience related to both the creation and distribution of content to support an effective content marketing strategy. I hope you’ll reach out, when and if, you need our help.

Search Engine Optimization, SEM, SEO, social media, technical SEO, Uncategorized

Why SEO Is Not A One and Done Marketing Activity

Even if Google didn’t regularly change its algorithm that determines which organizations’ listings it serves up on the first two pages of search results, and even if new competitors haven’t entered your marketplace or existing competitors haven’t up’d their SEO game, your organization still needs to regularly revisit your SEO strategy and tactics. By regularly, I mean, at least quarterly.

My digital marketing agency is often engaged to implement activities related to keyword research and planning (such as employment of appropriate keywords in website content and behind-the-scenes website tags). While keyword research and planning is a large, complex, and time-consuming activity that doesn’t need to be revisited monthly or quarterly, there are a number of SEO review and audit type activities that should. I won’t repeat those activities in this post because I’ve already outlined them in the recent blog posts shared below, but I hope you’ll take the time to read or re-read these past posts. They outline easy tasks you can and should complete to make sure you are up-to-SEO-speed and that potential issues with your website aren’t impacting your SEO, or that tactics that you are or aren’t employing related to your social media presence, aren’t harming how your organization ranks in search engine results in some way.

Don’t have the time or capacity to complete the above monthly or quarterly SEO activities? My team is always here to help! E-mail or call us for information about the services we can provide related to quarterly SEO reviews.