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Why You Should Set And Adhere To Organic-SEO Deadlines The Way You Would Advertising Campaign Ones

This may be one of our shortest, but most important blog posts. As a digital marketing agency who specializes in SEO services, we often see organizations back-burnering execution of business-critical initial or ongoing SEO tactics. We use the phrase “business-critical” because, for many organizations, neglecting implementing one-off and ongoing SEO best tactics means that they are missing out on what tends to be one of the highest sources of traffic to any website, i.e., search-engine traffic.

And, for many organizations with which we work, search-engine traffic “converts” better than any other source of website traffic, including paid search advertising (Google and Bing Ads), direct traffic (traffic from individuals who have bookmarked your site or type it directly into their browser), organic (unpaid social media posts), paid social media (Instagram and Facebook ads, etc.), and referral traffic (traffic stemming from links found on external sites, known as “backlinks.”)

Examples Of How Organizations Put Off Important SEO Work

Below are two examples of how/where/why SEO work stalls. Note that these aren’t the only reasons SEO work gets delayed, but these are the reasons/situations we witness most often in our work helping organizations rank better on Google or in other search engines. Delays could be due client capacity and staffing or just not prioritizing work properly.

One-Time/One-Off/Initial Organic Work

  • Not reviewing or using keyword research with which we provide our clients as part of an engagement to complete initial SEO tactics/deliverables. Often when our firm is first engaged to employ one-time/one-off SEO best tactics, our second step or first step (depending on whether we conduct an SEO audit rankings) is to provide our customers with lists of the highest-volume keywords (search terms) individuals are using to find an organization that offers the products, services, and solutions that the client does. As part of this research we employ a tool called “Answer The Public” to identify relevant questions that target audiences have. Before we can use those keywords and questions to implement other SEO best practices, we need our customers to provide feedback on which terms and questions feel appropriate and authentic to their business. But, unfortunately, often those reviews are stalled or delayed, which means other SEO work (that is dependent on the aforementioned work) can’t move forward.

Ongoing Organic SEO Work

  • Not making time to post to one or several Google My Business Profile(s) the way organizations post to social media platforms.
  • Not asking customers for reviews. Read about the importance of Google reviews to ranking well locally.
  • Not using the keyword research and Answer-The-Public question lists mentioned in the section above to inform and write new blog posts or new questions to be housed in an FAQ, and ultimately, posting that new content to the organization’s website.

Organic SEO Tactics Often Achieve More Than Advertising Campaigns

Per the beginning of our blog post and the header above, organic SEO tactics often deliver better results than any kind of online/digital and/or print or other form of advertising. So, we encourage those who keep putting off implementing initial SEO best practices and ongoing/monthly ones to reconsider their marketing and advertising priorities. We recommend the following:

  • Set a deadline for implementing initial/one-off SEO best practices. These include, but are not limited to:
    • making sure important keywords/search phrases used by your target audiences are incorporated in page content and in behind-the-scenes meta page/post title tags
    • embedding your Google My Business Profile on the contact page of your website
    • placing in the footer of your website a statement that indicates to Google the geography where your organization is located as well as the geography you serve
  • Schedule two 1/2 days a month where you will:
    • Write and post a new blog post using keyword research and questions research
    • Post updates to your Google My Business Profile — these updates could provide an intro. that links back to a blog post on your site
    • If you’re short on time, consider the following tactics related to how not to let your SEO slide.

Reach Out To Our Team Of Boston SEO Experts Today

Want to better understand the above? Whether you want to get a better handle on why delaying SEO tactics impacts marketing and business success, and/or on how to implement organic SEO tactics, reach out today to schedule a complimentary discussion with one of our SEO experts!

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Celebrating Our Digital Marketing Agency’s 10-Year Anniversary: A Then and Now Story

Because one of the services my agency offers is PR — and we’ve had some decent success obtaining meaningful media coverage for some of our for-profit and non-profit clients (as documented in our Public Relations Portfolio) — of course, we reached out to The Patriot Ledger to see if they wanted to do a “then and now” story about our South Shore organization since they covered our story nine years back. We’re still awaiting news, literally and figuratively on that one, but we figured why not go ahead and share a similar version of that story on our blog using the highlights we shared with them? So, here goes…

Our Then Story

Here’s the telling of our story by a local reporter about a year after we launched our digital marketing agency, which eventually developed a specialty in search engine optimization (SEO) — which is why we often refer to our business as a Boston SEO company too!

I prefer to refer to my business as a digital marketing agency vs. a marketing consultancy because we do as much as hands-on work as we do developing & recommending marketing strategies.

Our story actually began with me launching my own WordPress website without the help of anyone else, and my officially hanging my digital marketing agency’s shingle via that site. And, if I knew as much as I know about WordPress and website development now as I knew then, I would have originally launched my site with WordPress.org (the platform that it’s on now) vs. WordPress.org, so I could use the many great WordPress plug-ins from the get-go! Or, I might also have considered Joomla instead, but owning a business and getting it right is all about the journey. And, you can’t learn what you need to learn without making a few mistakes and getting your hands dirty, right?

What’s been particularly challenging as an organization who helps others with their own marketing is, sometimes, as I’ve been known to share, “the cobbler’s kids have no shoes.” That means often we are so busy helping our clients with their marketing, we don’t have time for our own. The aforementioned said, we make every effort to have our firm’s own marketing activities (such as our website and social media profiles) serve as a shining example of how to maintain a strong online presence, and it’s great that we’ve been able to use our own business to test and try out various marketing activities — therefore, serve as a bit of a guinea pig — before we test or try something brand new with clients.

We’re proud that, over the last 10 years, we’ve literally written and posted over 140 marketing, SEO, and health-related (yes, health-related — keep reading to learn more) blog posts, and we’ve had a few guest or co-bloggers along the way too!

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Our Now Story

I believe and hope my story can motivate and inspire others considering opening their own business. Before, or right after I launched my business, I was told by one individual who works with entrepreneurs that 80% of female marketing consultants fail. I refused to be a statistic, and regularly told myself that during the first 5 years, which were the hardest. It takes a good five years to get the word out there and have business come to you organically/naturally thru referrals, leads, and recommendations from others — made by former co-workers and clients, existing clients, other marketing consultants and agencies, and other organizations who serve the same vertical/target audiences whom you serve.

My philosophy and dreams when I started my business have remained pretty constant and I’m pleased to report I’ve followed them. I’m particularly proud that I’ve been able to continue to offer what I believe, based on research, are very reasonable rates to small for-profit and non-profit organizations. Due to my years of experience and expertise, clients have access to the same level of knowledge and skills that they’d have access to via a larger marketing agency, but at much lower rates than what a larger agency might offer. And, because we have significant experience in both traditional marketing AND digital marketing, we can offer the majority of services a larger, full-service agency can.

The biggest lesson I’ve learned that I’d love to share with others starting a business is this: don’t think of others in your space as competitors. Think of them as collaborators – people who serve the same target audiences who may need your services.

Our Impact: Local (South Shore of Boston), National, and International

  • I’ve helped a number of young adults who grew up on the South Shore, or elsewhere in MA, get hands-on experience that they were able to parlay into a post-graduation job elsewhere.
  • Related to the above, I’ve had the great fun and pleasure of working with my nephews, my brother, my brother-in-law, and my late sister-in-law on various client projects.
  • I’ve also met with a number of college or graduate school students looking to pick my brain about careers in marketing and learn from me – including one in my neighborhood who found me thru a Google search! Yes, because early on I recognized I needed to create a Google My Business Profile for my own business to be found by local, relevant searchers and this is something I regularly help my clients with now!
  • I’ve given a large number of pro bono hours to nonprofits as part of a totally free consulting/volunteer situation or discussion, or as part of their paid arrangement with me. I’ve had a number of very interesting local nonprofit clients, including ones in the faith-based space, arts and music space, ones serving vulnerable populations, ones serving individuals with special needs, and one providing financially challenged teens the opportunity to serve vulnerable teens abroad, and more! Some have an international impact.
  • One of my specialties is helping nonprofits apply for a Google Nonprofit Ad Grant. I, then, often stay on and manage the Grant for them – $120,000 in free Google Search advertising annually. I can explain more.
  • I also have a number of for-profit clients on the South Shore, but my client base is national and I have had clients in New Orleans, CA, Texas, and more!
  • I’ve served over 120 for-profit and non-profit organizations in the 10 years I’ve been running my digital marketing agency/SEO company.
  • I had no idea when I launched my business that I would become an expert in something that I only had very little knowledge of at the time when I launched my business – search engine optimization (SEO). Many of my referrals for or sub-contracted work come from other agencies, marketing consultants, and website designers who need to pull someone into their client work/project who knows how to get websites and Google My Business Profiles ranking well in Google via organic and paid search (Google Ads) SEO activities. I’ve become a self-taught SEO expert and very proud of it. I just read and watched everything I could get my hands on, took Google Ads certification classes, and attended free webinars. I still do that daily as Google’s Search Engine will be switching to an AI one, and I’m already helping my clients be proactive about that and prep for it (Google SGE).
  • As indicated above, while I do sub-contracted or referred work for other agencies, marketing consultants, and website designers, many of my clients are my own clients, and I usually have a plate of about 12 – 15 clients for whom I’m doing ongoing, digital marketing work for on a monthly basis, plus also juggling several one-off/one-time clients at the same time. At any given point in time, I’m normally doing work for about 17 – 25 clients with the help of some fabulous interns and associates, as they were/are available.
  • My clients are diverse – large, small, business-to-business, business-to-consumer, product businesses, service businesses. I’ve done a bunch of marketing work in the food space, legal space, education space, and more! 
  • I’ve given a number of free workshops for SCORE and other organizations serving entrepreneurs, and I’m a SCORE volunteer and have provided tons of free advice to entrepreneurs by meeting with them on a complimentary basis. And, related to all of this, I’ve had a blast partnering with fellow marketing experts to give presentations that address multiple marketing areas of expertise! Thank you! You know who you are!
  • I’m a data geek and SEO geek and proud of it. I’m a huge data slicer and dicer and that’s what separates me from a lot of others in my space. I always say I won’t encourage clients to start or continue with marketing activities that don’t make sense for them based on what data is showing. I consider myself to be my clients’ accountability partner, and I’m not afraid to give tough love when I need to. I’m not afraid to voice a different opinion than other marketers. If I think something isn’t going to work, or isn’t working, I speak up.
  • I’m also proud that my marketing agency survived our recent COVID-19 pandemic and was extremely proactive about providing helpful insights from the very start of the pandemic for marketers to appropriately respond to the pandemic/pivot, such as these blog posts about using paid ads during the pandemic and how to make sure your social media presence wasn’t offensive and was relevant.
  • I give back significantly to the community. I was involved with the Braintree Relay For Life Committee for a while, and now, I do a number of charity walks in addition to all the other beneficial work I mentioned above.

Our Focus On Health & Wellness

If you’re a regular reader of our blog, you’ll know that I’ll throw in a good blog post about walking once in a while. You can use the categories search tool/drop-down menu to search on “walking” to see the various walking topics about which I’ve written.

Since my corporate marketing days, I’ve always loved to share health & wellness tips — whether they be with fellow employees as part of an internal communications role, or with members of a health plan I worked for, and from the get-go with Results Communications & Research, I’ve aimed to inspire those with health (and other challenges) to never give up, and keep fighting via my “Keep Up The Fight” website page. And, I recently put up a new blog post about an invisible disease with which many health warriors who have battled or are battling other forms of illness have to contend.

Our Thank You

My digital marketing agency/SEO company and I would have never made it this far without all the help of great collaborators, cheerleaders (friends, family, my husband Jay, and other fellow small business owners), and most importantly, our clients who looked to us for expert marketing guidance and assistance. We have many clients with whom we’ve served as an outsourced marketing department for years, and we thank you for your faith in us! We’ve so enjoyed being a part of your business family! We also thank those who we haven’t had the opportunity to work with for as long as some of our long-term clients, but have enjoyed or are enjoying being a part of your organization’s success story.

What’s Next

I don’t know what the future holds for Results Communications & Research, but I’m excited about what’s to come! And, I know I will continue to try to give back as much as possible with the platform that this fun, educational, and interesting business provides!

Want To Benefit From The Marketing Services Of A Digital Marketing Agency/SEO With A Long Tenure And Who Gives Back?

Reach out today to schedule a complimentary discussion about how we can help your organization create awareness and/or drive inquiries and sales via our outsourced marketing and/or strategic marketing planning services.

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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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Is Social Media Worth It?

On average, 110 individuals a month enter the question posed in our blog post title into Google. That’s over 1,300 individuals a year wondering whether they should be investing their time, energy, and money in social media.

Obviously, our Boston digital marketing agency and SEO company doesn’t know the intent behind the posing of this question. Are the searchers posing this question related to their personal use of social media or use of social media for their business? We’re guessing it’s a combination of both. That said, the purpose of this blog post is not to answer the question of how much time you should spend on social media related to your personal life, but rather, with a new year about to get underway, whether you should continue to invest time, energy, and money related to posting on social media and how much.

How Much Time & Energy Should My Organization Spend On Social Media?

The answer to the above is it all depends on the nature of your organization and the products and services you offer, plus the social media results you’ve seen to-date. I remember when organizations first started using social media to promote their businesses — I recall that happening in the early 2010’s. Both for-profit and non-profit organizations felt that if they didn’t jump on the social media bandwagon, they’d be left behind, have a huge competitive disadvantage, and maybe suffer great financial consequences. At the time I was in a marketing role at a health care organization, and quite honestly, I did champion the use of social media to create awareness of my organization’s services, but I don’t think I ever believed that social media was going to have an immediate, large impact on sales results. In many cases, as discussed below, social media has a less immediate impact and is more about creating awareness.

As a marketer, while I’ve often felt hesitant to voice the above and related thoughts about social media to other marketers, I’ve always been nervous and apprehensive about organizations moving too much of their marketing team’s or agency’s time and/or budget away from other traditional and digital marketing activities, and into organic social media activities vs. paid social media ones and/or investing too heavily in organic social media. Why? Because I just wasn’t seeing organic social media vs. social media ads moving the “conversion” needle, i.e., causing desired actions by target audiences, particularly when they visited an organization’s website.

Website Data Doesn’t Lie

For years now, I’ve been able to use various forms of Google Analytics to track either my employer’s or my clients’ website visitors — how they arrived on the site and what actions they took there. In many cases, very regular social media posting was driving very little traffic to their websites, and the traffic that was visiting their sites (due to clicking on a link to their website shared via a social media post or profile) wasn’t taking a desired action like completing a lead or inquiry form, or buying a product or service.

2024 Recommended Social Media Use By Businesses

So, what does that mean for organizations and their use of social media in the new year?

  • Consider how much time and money you have to spend on all forms of marketing, not just organic social media posting. Whether it be internal staff or an outside marketing consultant or agency that does the work, how many hours and what marketing $ budget will you have to spend in the new year for all forms of marketing?
  • Based on 2023’s time and $$ spend on social media (fees to agencies and/or consultants for their organic social media post work vs. social media advertising work and/or advertising buy), how much of your 2024 marketing budget and time would be spent on organic social media posting vs. social media advertising, and does it warrant that percentage of your overall marketing budget and time being spent on it? So, how will you know if it’s warranted? Ask yourself the following:
    • Do any sales or leads tracking systems, including Google Analytics (GA4) indicate that you are getting a sufficient number of inquiries or sales to justify the time and $$ associated with organic social media posting?
    • Do you often learn anecdotally from new and prospective clients that they learned about you on social media due to your posts or profile?
    • Does the product or service that you offer have a long lead time, i.e., do target audiences often take a long time and do a lot of research about your products and services before they make a decision, and therefore, is awareness creation among target audiences an important first step in the sales process?
    • Is your product or service one that target audiences tend to investigate on social media such as a consumer goods or consumer service one, like jewelry, clothing, a hairdresser, or a restaurant?

If you can answer “yes” to any of the questions above, then it’s likely you still want to have a fairly robust presence on social media in 2024 and, therefore, do want to continue to put out a steady stream of social media posts on the various platforms in which you participate. Keep in mind that daily posting is likely unnecessary and may actually be considered by target audiences as annoying. 3-5 posts a week is likely the ideal cadence for most organizations posting on social media.

Do I Need To Have A Social Media Profile On All Social Media Platforms?

The answer to the above is “no,” and if you do, it’s likely because you haven’t taken the time to really understand your particular target audiences and their social media preferences. Which profiles are they most likely to hang out on based on their age and interests — and are they personal platforms vs. professional ones like LinkedIn? Are there particular platforms like “X,” (formerly Twitter) or TikTok that your target audiences won’t/don’t visit and on which your organization wouldn’t want to have a profile simply because of all the negative press and sentiment associated with those platforms?

Add “first user source/medium” as a second dimension to your Google Analytics traffic acquisition report to determine which forms of social media are driving the most traffic to your website and/or your Google Analytics conversions/events reports (and add same “first user source/medium” dimension) to see which site visitors coming from social media are taking desired actions on your site. That will help you determine which platforms you should continue to post to most regularly, if at all (although don’t completely vacate a platform without encouraging visitors to follow you on another social media platform).

The Social Media Platform You Should Always Be Posting To

Being the SEO geeks and SEO experts that we are, we always say to our existing and prospective clients, “always think of your Google My Business Profile as another form of social media.” As we explain in our blog post about ranking locally, when Google decides to serve up your website in search engine results for relevant terms, depending on whether or not a geographic (city, town) or “near me” term was included in the search phrase, Google might serve up your website or it might serve up your Google My Business Profile.

To keep your Google My Business Profile ranking as well as possible in search results, be sure to keep it fresh/current, as Google rewards such profiles the way it does websites.

Need Help Related to 2024 Strategic Marketing Planning?

Need help figuring out where and how to spend your 2024 marketing $$ and time? Reach out for a complimentary discussion of your marketing challenges and opportunities.

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Stay At The Head Of “The Local Pack” By Packing Your Google My Business Profile With Regular Updates

Of course, we’re humming the1964 hit below from the Shangri-Las as we write this post. This post is the second in our series about why it’s so important to keep content on your digital properties fresh!

If you want your organization’s website to be served up in what’s called “The Local Pack” or “The Map Pack (see image at bottom of post),” the first one-time step you have to take if you haven’t already done so, is to set up a Google My Business Profile/Google Search & Maps listing.

How To Set Up Your Google My Business Profile

If you don’t have access to your Google Maps listing or your organization isn’t shown at all on Google Maps, type the address of your organization including any Suite # into your browser or Google; then click on the red dot showing your location. Then, follow prompts to request creation, or take ownership of, the Google Maps listing.

Once Google has verified you as the owner of the Profile, make sure you fill in as many of the fields in your new Google My Business profile as you can to make it comprehensive and more likely to be served up by Google, particularly: service areas, business categories, and hours of operation. And, don’t forget to complete the “Info. from the business” section. That’s where you tell potential searchers what your organization is all about. Lastly, as part of managing your online reputation, you’ll want to remember to ask happy customers to provide a “Google review” and to make the time to respond to ALL comments in a professional manner that shows your organization cares about customer satisfaction. Our Boston digital marketing agency offers “reputation management” services and can help make sure you handle the aforementioned marketing activity effectively.

How To Rank Well Locally/For Local Search Phrases

But, the focus on this blog post is not about initially setting up your Google My Business profile. It’s s about the ongoing step/ activity to support your organization being served up among the top three spots in “The Local Pack (or top four if Google includes an advertiser’s listing (ear-marked by Google as being an “Ad”)) for “near me,” “where to buy,” and similar local-in-nature search phrases that searchers enter into Google’s search engine. And that ongoing step/activity is to regularly add updates about your organization to your profile the same way you share them regularly to social media platforms.

Repurpose Social Media Posts On Your Google My Business Profile

As indicated above, an easy way to come up with, and add content to your Google My Business Profile, is to simply post already-created content to your profile at the same time you are posting it to the social media networks in which your organization participates.

See examples of updates we recently added to our Boston SEO company’s own Google My Business Profile at the bottom of the image below (taken from our own Profile), or enter “Results Communications & Research” into Google to call up our Profile and view the updates yourself/in greater detail.

Help Setting Up Or Managing Your Google My Business Profile

Need help setting up or optimizing/effectively managing your Google My Business profile. The team of SEO experts at Results Communications & Research is here to help, so please reach out!

Learn More About Our One-Time and Ongoing SEO Services And How We Might Help Your Organization

To schedule a no-obligation, complimentary discussion of your organization’s SEO opportunities and challenges, and how to get found on Google, e-mail us today at gail.moraski@allintheresults.com, use our calendar app to choose a convenient day or time to chat, or complete our contact form, to set up a no-obligation, complimentary SEO discussion. 

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Should I Hire A Marketing Agency, A Marketing Consultant, Or A PR Firm?

Regardless of the size of your organization, it can be confusing to figure out what type of marketing agency or marketing consultant to hire to help you create awareness, and ultimately cause sales of your products, services, and solutions. The ability to market digitally/electronically — that came with wide-spread adoption of the internet — brought with it the following changes when it came to organizations engaging outside help for their marketing (outsourcing their marketing), whether it be for one-off/one-time work or ongoing work.

How Digital Marketing Leveled The Playing Field For Both Advertisers and Ad Agencies

  • Organizations who couldn’t afford the high costs associated with producing TV, radio, transit, or outdoors (billboards or other) advertising, found new, more affordable marketing activities were now available to them in the form of social media posting and advertising, tactics that support websites being found on Google and other search engines for desirable search phrases (organic search tactics/SEO tactics), paid search engine ads/marketing (SEM), e-blast and e-mail marketing, and more.
  • Since many organizations looking for marketing help no longer required the infrastructure and diverse skillsets associated with marketing tactics that involved large production activities and costs, some realized they no longer needed to hire a full-service large advertising agency — think the type of agency featured in the acclaimed TV series, “Mad Men,” or on “BeWitched,” as smaller marketing shops, like ours, could meet their digital marketing needs and/or traditional marketing needs related to activities that don’t require a lot of production, such as Public Relations (PR), or print advertising.

Getting back to whom your organization should consider hiring for ongoing marketing services or one-time/one-off marketing project work/help, here’s one Boston digital marketing agency’s, Boston SEO company’s, and Boston marketing consultant’s thoughts — yeah, we consider ourselves to be all of the aforementioned, and for clients who engage us for non-PR work, we can also be engaged for help with PR since our Principal has a great deal of PR experience.

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How To Figure Out What Type Of Marketing Firm To Hire And Questions To Ask

Branding and Design Firm. A firm that refers to themselves as a branding/brand and design firm primarily focuses on helping you figure out the look and feel of your brand, including the logo, colors, and graphic elements that will be associated with your brand. They usually offer website design services, but not always. And, some do offer other digital marketing or traditional marketing services thru collaborations or partnerships with digital marketing agencies, advertising agencies, or marketing consultants, or marketing freelancers. So, if you know you will need particular digital and/or traditional marketing services after working with the branding firm to develop or execute a new brand identify for you, ask in advance if they offer those services, so you will know whether you will have the burden of hunting around after for someone to help with traditional and digital marketing services — particularly to drive traffic to any new site you engage them to design for you.

Digital Marketing Agency. Digital marketing agencies tend to offer both higher-level strategic planning services, as well as hands-on/execution services, related to any marketing tactic that is digital or electronic related, including: e-blast/e-mail strategy and execution services, social media strategy and voice (actually writing and scheduling of social media posts), online advertising (social media/display advertising, Google Ads or other search engine advertising), blog strategy and voice work (actually writing and posting of blogs to your website), and search engine optimization (SEO) strategies. Most will offer content marketing services as well to help you figure out what content your target audiences are most interested in, and an editorial calendar for serving up such content on your website. Website content writing services likely will be available as well.

SEO Company. Because paid search engine advertising/marketing (SEM) supports an organization ranking well in relevant search engine results, as our Boston SEO company does, most SEO companies offer strategy and execution services related to both organic search/organic SEO tactics, as well as paid search advertising services. Some will offer some additional digital marketing services as well.

Marketing Consultant. In the almost nine years since we launched Results C & R, we’ve met a large number of marketing consultants. The degree to which they offer hands-on/execution work vs. developing high-level strategic plans tends to really vary. Some offer a number of hands-on services, in addition to helping you develop a strategic marketing plan, while others don’t do the actual marketing tactic execution work. If your organization has a number of internal marketing people who can actually oversee or execute the marketing plan developed by a consultant, a marketing consultant may be just what and all that you need.

Public Relations Firm/PR Firm. The focus of public relations firms is to get your organization unpaid-for-advertising/marketing. By helping your organization develop a strategy for causing various reporters and media to cover your story, they help your organization get mentions and attention without the cost of an expensive advertising campaign. PR firms also tend to offer event planning services since an event may be the perfect way to create awareness of your organization and/or create good will among your target audiences. Keep in mind that if you only need help with putting on an event vs. getting regular/ongoing press coverage, you could consider hiring an event planning firm. Many event planning firms also have experience getting media/reporter coverage for an event as well.

In general, the biggest overlap between a digital marketing agency and a Public Relations firm is that they both tend to offer social media services, since social media posts — particularly organic vs. paid/boosted social media posts — can help to generate good will and create awareness of an organization’s products, services, and solutions.

Advertising Agency. Nowadays, when people think of, or decide to hire an advertising agency vs. a digital marketing agency, it’s related to the fact that advertising agencies can pull in the right team members or hire the right contractors for a marketing campaign that requires heavy-duty production. As we mentioned above, scripting and executing a radio, TV (network or cable) or streaming advertisement requires the collaboration of a bunch of individuals with diverse skillsets, the renting of studios and/or locations in which to film, the hiring of “talent” for the broadcast spot — whether it be aired on the radio or TV. Activities like the aforementioned are often the reason why, in our current day and age, an organization would look to hire an advertising agency vs. a digital marketing agency. Although, most advertising agencies offer digital marketing services, in addition to traditional ones.

Web Design/Web Development Firm. Web design and web development firms are exactly what their name indicates — firms who help design and develop websites for clients. Many also offer logo design or other graphic design services because of their web designers’ ability to successfully complete such work. All web design/web development firms DO NOT offer SEO services nor do they always understand SEO, so if you expect or want to receive SEO services as part of your new website launch, be sure to ask any firms you are considering to design and develop your site, what knowledge they have of SEO and/or who they have on their team that has an SEO background. Otherwise, as we explain in this blog post, you’ll end up with a website that is not easily found via search engine searches.

Unfortunately, we regularly interact with prospective clients who had someone develop a beautiful, effective site for them, but the site is not being visited/found by target audiences because SEO tactics weren’t put in place by the web design/web development firm as part of the site development and design engagement.

This image shows the back of a dark-skinned woman who is wearing a striped white and light blue shirt. She is holding a pencil or pen above a notebook on her right-hand side and her left-hand is hovered over a laptop computer keyboard. The screen of the computer says "Marketing" in big blue letter. The image is being shown in keeping with our Boston Digital Marketing Agency's blog post about how to know what type of marketing agency or consultant to hire.

What Should I Expect To Pay A Marketing Agency Or A Marketing Consultant?

Based, again, on our 9 years of marketing agency and marketing consulting experience at the time of writing this post, we’ve found that, in general, the bigger the agency/marketing shop, the more expensive their hourly rate and marketing project fees are. Why? It mainly comes down to overhead and the costs of maintaining and marketing a larger organization, offering a large number of employees benefits, etc.

If your organization doesn’t expect to need the type of traditional advertising production work outlined above under the “Advertising Agency” section, you’ll very likely fare better financially hiring a smaller digital marketing agency or PR firm or a marketing consultant. Plus, you may end up getting more personal attention than you would with a larger agency. And, most smaller shops can pull in a collaborator, freelancer, or other agency or consultant, as needed.

We’re A Boston Digital Marketing Agency, Boston SEO Company, Boston Marketing Consultant, and Boston PR Firm All In One!

Due to our Principal’s more than 30 years of corporate marketing and consulting experience, we offer all the services called out in the heading directly above! We regularly meet with both start-ups and long-standing organizations — both for-profit and non-profit — for complimentary discussions about their marketing challenges and opportunities, so feel free to use our calendar app to schedule a FREE initial consultation https://calendly.com/gail-moraski.

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Our Favorite Marketing Blogs and E-Newsletters

Note: This post was updated on July 15, 2022 to also incorporate favorite marketing podcasts, and also on November 25, 2022 to incorporate key places to obtain information on the new G4 Google Analytics property type (vs. UA/Universal Google Analytics property type).

Anyone who provides digital marketing services, like our digital marketing agency, or has a role at a organization where they are responsible for the planning, execution, monitoring, and reporting on of digital marketing tactics, knows that the landscape keeps changing. New social media platforms get introduced. The interfaces or management tools you use to execute activities or monitor results change regularly. It can all have your head spinning.

To help you “keep calm and carry on,” we thought we’d share a list of some of the organizations whose websites we go to when we are in need of answers and help or whose e-newsletters we read to stay on top of all things digital marketing and e-commerce. Since Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two of our Greater-Boston-Area digital marketing agency’s specialties — we love any digital marketing work that is technical or analytical — you’ll see a number of websites that focus on those topics below. Note: use the scroll bar underneath the table below to see right-most columns.

Cheerful, Pretty Woman Reading A Book Related To List Of Best Digital Marketing Blogs and E-newsletters

We hope the below makes your life as a digital marketer easier and welcome ideas for organizations we should add. We expect to continue to update this list as we discover more digital marketing experts to learn from. We’re all in this together as the digisphere continues to evolve! Note: use the scroll bar underneath the table below to see right-most columns.

Best Digital Marketing Blogs and E-newsletters

Publication/URLSearch Engine Optimization (SEO) and Search Engine Marketing (SEM/Google Ads)Social MediaE-mail MarketingOther
https://searchengineland.com/X
https://www.emarketer.com/XE-commerce, Retail
https://www.socialmediaexaminer.com/X
https://www.searchenginewatch.com/X
https://iab.comBranding, Consumer Goods Research
https://thirddoormedia.com/
XIncludes A Variety of Brands That Address Marketing Technology and Conferences
https://www.hootsuite.com/X
https://www.marketingprofs.com/Marketing events and Training
https://corp.smartbrief.com/Industry Updates, Including: Small business, Food, Finance, Healthcare, Education
https://www.smarketingconnect.com/XXXMarketing & Sales Podcasts and Training, Opportunities To Meet and Collaborate With Other Marketing Professionals
https://npdigital.com/XXX
https://www.seoblog.com/
X
https://ahrefs.com/XContent Creation & Marketing
https://seo-hacker.com/X
Favorite Digital Marketing Blogs & E-newsletters

Since we shared the info. above, we’ve come across some other very helpful and informative sites, including the following:

Digital Marketing Podcasts:

https://www.linkedin.com/company/bwg-strategy-llc/

SEO Guide For Lawyers:

https://www.camginc.com/services/seo-lawyers-personal-injury/

G4 Analytics/GA4 Analytics Info. Straight From Google:

Google Analytics Official Blog

https://blog.google/products/marketingplatform/analytics/

Google Analytics Help Center

https://support.google.com/analytics/answer/9164320

Instagram, social media, social media strategy, social media voice

HOW & WHY SERVICE ORGANIZATIONS CAN BENEFIT FROM AN INSTAGRAM PRESENCE

A Joint Blog Post By Riley Goodrich and Gail Snow Moraski

Everyday, more than 500 million people log onto Instagram. People post pictures of their friends, their dogs, selfies, the vacation they are taking, the food they are eating… the list goes on. 

Seeing what your friends or other people you admire are up to in their day-to-day lives — as well as sharing what you’re up to — is great. But, the wonderful thing about Instagram is that it doesn’t have to be just for personal use, it can also be used for professional purposes like the following! 

  • Whether you’re a freelancer or own/work at a small business or non-profit, you can share images with information to help others and/or to encourage them to want to learn more about your services, products, or solutions to problems; therefore, create awareness about your organization
  • Learn about organizations or freelancers whom you might engage for services, buy something from, or just learn from!

As a business, having an Instagram account is a great way to expand your customer base and create a wider interest in and awareness of your products and services; this is not only applicable for businesses with multitudes of photos of their tangible goods, i.e., business or consumer products, but also for organizations that offer services. While many individuals and organizations have been using it to gather and share information for years now, today is better late than never to create a profile on Instagram.

For example, let’s take a look at our own organization’s (@resultscommandresearch) Instagram page

  1. Inspirational quotes

Posting motivational or inspirational quotes is a great way to connect with others online. By putting out positive energy, you are more than likely to get positive energy in return! When you open Instagram, the first thing you want to see is something positive. By following upbeat people and organizations online, you can help make social media a positive place.  

  1. SEO/marketing tips 

For Results Communications & Research, in particular, we offer SEO, or search engine optimization as one of our most-popular services. This is a service, not a tangible product. Even so, Instagram is a great place to show off what we can offer. By giving useful advice and sharing best practices, we can show what we know and that we are a subject matter expert (SME); this type of post is great because it encourages engagement and consumer education!  And, target audiences like it when organizations are willing to provide some information for free, like low-hanging SEO fruit they can tackle on their own.

  1. Celebrating national holidays and days, like #NationalChocolateChipCookieDay!

National holidays are a great reason to post. As a shared experience, these types of posts engage all types of people in the community and promote togetherness. Even if your organization is national or international, it’s always important for it to be viewed as part of the community where your organization is headquartered. It also helps to demonstrate that you have empathy, and that your organization’s reasons for being extend beyond making money.

  1. Blog post announcements 

Instagram is an awesome way to start a conversation. Because Results Communications & Research regularly publishes informational blog posts, we can post whenever there is a new topic and include the link for our followers to either cut and paste in their browser (if they take it directly from our browser). Or, add a clickable link in our bio section (this is a detailed discussion for another time but you can get more info. from reading bullet #8 below!) These types of Instagram posts increase engagement with both our business and our website!

  1. Be seen as a member of your community!

This goes along with what we mentioned above about celebrating national days and holidays. Engaging with the community online is a great way to build relationships. By following others online and liking/commenting on their posts, they are likely to do the same back! 

  1. Make it personal 

Show off who works with you! By giving your followers a “behind the scenes” look at your business, you are creating the precedent for a positive work environment and friendly customer interactions. Who wouldn’t want to meet your team?

  1. Question of the day – encourages comments and customer interactions 

By asking questions via instagram posts or creating polls on instagram stories, you encourage commenting and other online interaction! The more the merrier!

  1. Create a LinkTree! 

A linktree is a great way to put multiple resources in one easy and accessible place for those who are engaging with your Instagram profile! For example, you can provide hyperlinks to multiple blog posts and pages of your website on a distinct bio page that can be accessed via your Instagram bio. Check out this example: https://linktr.ee/alpharhoplastics

  1. Before and after! 

Show how your services have helped a client. For example, you could show how your content edits helped a client’s SEO via screenshots. In other words, showcase your success stories!

  1. Use Instagram stories to call out big news or offer a promotion/discount

Instagram stories populate and disappear after 24 hours. Lots of Instagram users click through tons of Instagram stories for fun. Presenting them with an incentive, like a promotion or discount, encourages them to click on your profile and engage with your business. Check out https://www.instagram.com/onlyinbos/. They post their own stories, but also those of organizations who want to advertise to OnlyInBoston followers (this latter opportunity is something we can arrange if it interests you). Simply click on the big circle that surrounds their logo to see the stories.

  1. Track traffic to your website from your Instagram profile using your Google Analytics account (if you use Linktree, or some other product such as “Later” that allows individuals who view your profile to click on posts, in a “bio” section that include hyperlinks to appropriate pages of your website).

The team at Results Communications & Research regularly develops and implements social media strategies for clients. We can also serve as your “social media voice.” No social media question is too small, so always reach out for help!

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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!