Acceptance of Circumstances, Being Found on Google, Google Ads, Google Nonprofit Ad Grant, keywords, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, Setting Marketing Budget, target audiences, Target Marketing, website

Will Google Search Ads Work For My Organization? You Won’t Know Unless You Try.

As I write this blog post, my favorite sports team, the Boston Celtics, will soon face game 3 of the NBA World Championships, which ties in nicely with this post’s subject, and one of my favorite quotes, “You miss 100% of the shots you don’t take.” The author is unknown because this quote has been attributed to a variety of sports players, but it’s a very thought-provoking one and one that applies far beyond a playing field or arena.

Knowing that it’s one of my specialties, prospective or existing clients regularly ask me if they should run Google Ads, how much they should spend, and how much will they will pay per ad click. We addressed in a previous post the topic of Google Ads budget-setting and the challenges with being able to identify up front what your particular organization’s cost-per-click will look like — so we don’t plan to revisit them here. This blog post, therefore, is going to focus on the remaining and more high-level question, i.e., “should I run Google search advertising?”

Since we’ve already written numerous blog posts on the topic of when and why to run Google Ads, we’re going to focus on the concept we shared at the beginning of this blog post. If you’re in a hurry to rank well in Google search results in the geographies you serve for relevant, desirable search terms (known as keywords) used by your target audiences and/or key competitors are all running Google Ads, plus keyword research has shown that your target audiences are actively searching to identify an organization that offers the products, services, and solutions you offer, then we say, “go for it!” when it comes to Google search ads.

Because as the title of this blog post points out, you won’t know if you don’t try, and you can’t win at a game you never even tried to play. Neither I nor any other digital marketing agency owner or marketing consultant have a crystal ball. We can’t say with 100% certainty that Google Ads will be effective in generating the level of awareness, leads, or sales for your organization that you hope it will. But, we can say if the circumstances outlined in the paragraph above this one apply, it’s likely the ads will contribute to your organization’s success, particularly if you have a strong website landing page for ad clickers to land on!

Image has a green background in keeping with it being NBA playoff season and our favorite team, the Boston Celtics whose key color is green playing in them. The image says "You miss 100% of the shots you don't take" and indicates author unknown. It has the image at dusk with a beautiful sunset in the background throwing up a basketball into a net. We don't know if the ball went into the net or not but it is close to being in the basket. This image is shared by our boston digital   marketing agency related to testing and trying Google Ads to see if they work for you.

Need A Google Ads Coach?

You’ve come to the right place. Our Principal has been involved with Google Ads campaigns for a very diverse set of for-profit and non-profit organizations (including ones who have obtained a Google Nonprofit Ad Grant) for at least 15 years. We know what questions to ask you, and the inputs required, for us to set-up, monitor, analyze, and report on Google Ads for your organization. While this blog post focused on Google Search advertising, since the majority of the Google Ads campaigns we run are related to ranking well in Google Search results because of our Search Engine Optimization (SEO) expertise, we also have sizeable experience in executing and optimizing Google Display campaigns.

Reach out today to our Boston SEO company to schedule a complimentary discussion about employing Google Ads as part of your marketing mix!

accountability, advertising agency, Being Found on Google, blog, Blog, Blogging, brand promise, community involvement, Customer Service, differentiation, digital marketing agency, diverse experience, Enjoying What You Do, good will creation, Making Connections, Making Connections and Introductions, making time for things you value, marketing agency, marketing career, Marketing Planning, mission statement, Networking, Nonprofit Marketing & Communications, Objectives Setting, online presence, organic SEO, PR firm, relationship building, Search Engine Optimization, SEM, SEO, social media, strategic partner, strategic planning, target audiences, Target Marketing, traditional marketing, Understanding Your Environment, walking, warriors, fighters, doing good, giving back, paying it forward, website

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!

This image is a light gray square one with the words "Celebrating 10 Years Of Using Our Digital Marketing Agency/SEO Company As A Platform For Doing Good." The image contains some colorful confetti in the middle and the logo of our Boston Marketing Agency, Results Communications and Research at the bottom.

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.

Acceptance of Circumstances, Being Found on Google, differentiation, Google Ads, Google Analytics, keywords, landing page, landing pages, lead generation, marketing best practices, Marketing Planning, online advertising, paid search, pull marketing, Results Analysis, Search Engine Optimization, search terms, SEM, SEO, staying current, strategic planning, target audiences, Target Marketing, Understanding Your Environment, website

Google Search Ads Not Converting? It May Not Be Your Ads Nor Landing Page That’s The Problem

Note: Because executing, monitoring, tweaking, analyzing, and reporting on Google Ads campaigns is one of our SEO company’s specialties, we decided to write a number of blog posts on the topic this spring that are more granular, and therefore, provide more detail and really get into the Google Ads weeds! So, enjoy this second post in our Spring 2024 Google Ads series of posts!

Sometimes, it’s hard to hear or accept that there may be challenges with the features/characteristics of the products, services, and solutions you offer. But, if you’ve been checking the “Search Terms” report under Auction Insights in your Google Ads account (and made sure your Google Search ads are being served up to the right “searchers”), your ads are achieving a decent click-thru rate (2.5% or higher), and you’ve followed landing page best practices (outlined in our blog posts about ensuring ad clickers have a smooth landing and about making sure your landing page isn’t too-self serving), then there’s a high probability that website visitors who arrived on your website from online advertising ad clicks just aren’t that interested in your products, services, and solutions.

Obviously, before you reach the above conclusion — that there’s something about your products, services, and solutions that may be turning website visitors off — you need to give your ads appropriate time to “convert.” If there’s a high cost associated with your product, service, or solution, and/or it tends to be a purchase or engagement decision that’s not made lightly/overnight, then you need to wait one or several months to determine whether or not your ads eventually “convert,” and therefore, cause ad clickers to take desirable actions on your website like completing an inquiry form, or reaching out to you by clicking on a hyperlinked e-mail address or phone number.

This is an image of handsome black man in a suit meeting with a pretty white woman. The image is shown to depict a business owner or representative meeting with a client. It is shown in conjunction with our Google Ads experts team explaining how you need to make serve your product features and characteristics appeal to your customers.

Revisiting Product & Service Features and Characteristics

The below list is not meant to be all-inclusive since the number of different products, services, and solutions available to businesses and consumers throughout the world is immeasurable, and there are countless different industries offering products, services, and solutions — each requiring very different product and service specifications, having different features, and meeting very different needs.

Some common product and service features and characteristics that should be considered and revisited to determine if they may be the reason behind website visitors NOT purchasing a product or engaging you for your service — or at least reaching out to your organization to learn more include:

  • Ease of use – how difficult is to use or learn to use product or service?
  • Convenience – how convenient is it to use product or service? Can it only be used in certain places at certain times?
  • Appearance/Look/Feel – of course, opinions about whether or not something is attractive can vary, but, overall, is the product or service something appealing/attractive?
  • Price – does the value or benefit of the product or service warrant what is being charged for it? What are competitors charging for similar products and what makes yours stand out if you’re charging far more? Will prospective clients recognize the “value-add” and be willing to pay for it?
  • Ability to solve target audiences’ problem(s) – does the product or service solve a common problem, or among everyone whose problem it solves, will it accomplish what it needs to accomplish in all/most cases?
  • Portability – can the product or service be used outside your home, town, or state, etc.? Therefore, is it “portable?”
  • Uniqueness – is your product or service different enough from other similar products or services, and unique enough to make the purchaser feel “special?”
  • Durability/Lifespan – how long will the product or service or the effects of it last? Is current pricing warranted given the product or service lifespan?
  • Relevancy – is your product or service in step with current times and your current marketplace, or is it dated or out-of-touch? Have competitors entered your marketplace to offer a more modern or relevant product/service?

Get a refresher on why both “product” and “pricing” are one of the 6P’s of marketing and questions you should be asking yourself about your product or service and associated pricing!

Need A Google Ads Expert To Analyze Why Current Or Past Google Search Campaigns Didn’t Work Or Aren’t Working?

Schedule a complimentary brainstorm with our Search Engine Marketing (SEM) team today using our calendar app or contact us!

Acceptance of Circumstances, advertising agency, Being Found on Google, digital marketing agency, integrated marketing, marketing agency, marketing best practices, Marketing Planning, SEM, SEO, target audiences, Target Marketing, traditional marketing, Understanding Your Environment

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

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

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

What Is Digital Marketing?

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

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

So, What Is Traditional Marketing?

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

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

Why Most Organizations Should Employ Both Traditional and Digital Marketing Tactics

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

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

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

Free Marketing Brainstorm With Marketing Experts

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

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

Being Found on Google, digital marketing agency, Google Ads, Google Analytics, integrated marketing, lead generation, marketing agency, marketing best practices, Marketing Planning, Nonprofit Marketing & Communications, ongoing digital audits, online advertising, online presence, organic SEO, paid search, Results Analysis, sales, Search Engine Optimization, search terms, SEM, SEO, social media, strategic planning, target audiences, Target Marketing, website

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.
This is a square image that has a light gray background and uses light blue and charcoal colored text to convey the following: "4 Google Account Every For-Profit and Non-profit Organization Needs: google my business profile, google analytics, google search console, google tag manager. The image contains our digital marketing agency's logo (Results Communications and Research), plus the Google icon.

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.

Being Found on Google, blog, Blog, Blogging, content marketing, keywords, marketing best practices, Marketing Planning, organic SEO, paid search, pull marketing, search terms, SEO, SEO tags, strategic planning, Target Marketing, technical SEO, website

SEO Is What?

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

SEO What Is It?

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

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

What Are SEO Tactics?

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

What Is On-Page SEO?

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

What Is Off-Page SEO?

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

What Is Organic SEO?

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

What Is Technical SEO?

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

What Is Paid SEO?

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

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

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

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

Acceptance of Circumstances, Being Found on Google, Instagram, lead generation, marketing best practices, Marketing Planning, online presence, organic SEO, social media, social media strategy, social media voice, strategic partner, strategic planning, target audiences, Target Marketing, Understanding Your Environment, website

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.

Being Found on Google, blog, Blog, Blogging, keeping up with trends, keywords, lead generation, marketing best practices, marketing consultant, Marketing Planning, online presence, organic SEO, Search Engine Optimization, search terms, SEM, SEO, strategic planning, target audiences, Target Marketing, Understanding Your Environment, User experience, website

Blogging Is Still A Very Effective SEO Tactic

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

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

This is the image of hands that are on a laptop keyword and what is shown on the laptop screen is someone editing something that they are posting to a WordPress website. The image is shown to support our Boston SEO company's blog post about why you should continue to blog and how to blog effectively.

How To Blog Effectively

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

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

Need Ideas About What To Blog About?

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

Reach Out To Our Boston SEO Company Today!

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

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

XYZ Things To Do In Anytown

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

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

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

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

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

We think you get the picture!

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

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

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

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

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

Highlighting Solutions To Problems To Support SEO

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

Reach Out For Help With SEO

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

Being Found on Google, competitive advantage, content marketing, good will creation, keeping up with trends, keywords, marketing best practices, organic SEO, pull marketing, push marketing, Search Engine Optimization, search terms, SEM, SEO, staying current, target audiences, Target Marketing, Understanding Your Environment, website

Give The People What They Want

Recently, as the owner of a digital marketing agency with an SEO (search engine optimization) specialty who is always looking to improve on the SEO services we offer our clients, I signed up for a subscription to “Answer The Public.” I had learned about the tool via a free webinar offered by Neil Patel, a digital marketing expert I greatly admire and follow on LinkedIn, and one of Neil’s colleagues. The aforementioned tool allows you to see what questions individuals are asking related to the products, services, and solutions to problems that your organization offers, and to see how frequently, for a particular geography, individuals are searching Google for answers to those questions.

I’ve already used the tool numerous times with various clients to inform FAQs (frequently asked questions) on their websites, as well as topics for future blog posts. And, of course, I plan to use the tool to inform future blog posts for Results C & R too.

The data available via “Answer The Public” is so in keeping with the blog post we wrote last year about the algorithm change Google shared about placing greater emphasis on “helpful content” when determining which organizations’ websites to serve up high in search results for relevant queries.

When thinking about what to write about “Answer The Public,” the song below came to mind because isn’t that what helpful content, and answering the questions people want answered, all about? Giving people what they want and need?

Reach Out To Talk About Your Marketing Challenges and Opportunities and How Our SEO Services Might Address Them

I always love a great marketing and communications brainstorm, so reach out today to talk about your awareness-, sales-, and service-engagement- challenges. I’ll always give you an honest evaluation of whether I believe your organization would benefit from pull marketing tactics (like organic and paid SEO), push marketing tactics (like social media advertising), or both. Use my calendar app to schedule a complimentary discussion at a day and time that’s convenient for you, or e-mail me at gail.moraski@allintheresults.com.