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 email@example.com.
We’ve had discussions about the subject of this blog post quite a number of times with individuals about to graduate from college or graduate school, or who have recently graduated from such programs. There’s no blanket right or wrong answer, but we’ve outlined below the pros and cons of working at an in-house marketing department vs. a digital marketing agency, advertising advertising, or PR firm to help you figure out what’s right for you.
Pro’s and Con’s Of Working In A Corporate Marketing Role/At In-House Marketing Department
We’ll start with the Pro’s!
Your work is focused on the needs of one organization (and possibly some affiliate organizations) only. That means you can really get to know and understand in-detail the specific opportunities and challenges your organization faces.
You or fellow in-house marketing department team members are responsible for the successful execution and oversight of each and every marketing & communications tactic, including PR. Even if your organization employs an external advertising agency, digital marketing agency, or PR firm, you or someone in your organization will need to serve as the liaison with that external organization and review and approve any marketing or PR tactics with which the organization has been charged.
Because an in-house marketing team tends to hold regular meetings to discuss the various marketing and communications activities on which each team member is working, even if you aren’t responsible for a particular activity, you have the big/full picture of all the active and planned/future marketing and PR initiatives for your organization. You also have the opportunity to learn a lot during these meetings.
Depending on the size of your in-house marketing department, you may have the opportunity to learn how to execute a large variety of traditional and digital marketing tactics, and how to analyze the results of them.
You’ll likely have a chance to collaborate with individuals in other departments related to rolling out new marketing initiatives, such as IT and Customer Service employees.
There’s usually an obvious career path, particularly if the marketing department is large. Often the path is from marketing coordinator to marketing specialist to marketing manager to marketing director to chief marketing officer (CMO) or Vice President or Senior Vice President of Marketing.
Your manager is usually aware of everything you have on your plate, will likely not expect you to regularly stay late or work excessive hours, and will likely delegate an appropriate amount of work so that it can be accomplished during normal business hours. Related to this, there will likely be fewer unexpected marketing and PR emergencies!
And now, the con’s!
While also stated above as a pro of working in a corporate marketing department, you only get to develop and execute marketing activities specific to one organization (and possibly its affiliates). That means you only get to complete marketing work related to one particular industry. And, you don’t get exposed to innovative marketing tactics and results tracking that are used in other industries that you could apply to yours.
Depending on the size of your marketing department, there may or may not be opportunity for growth or to take on new responsibilities.
Pro’s and Con’s Of Working For A Marketing Agency or PR Firm
Post the arrival of the internet, there’s now so many different ways that individuals refer to what used to be known as an “advertising agency” or “ad agency.” Agencies specifically focused on implementing digital marketing strategies, such as website, online advertising, e-mail, search engine optimization (SEO), and social media ones, are often referred to as “digital marketing agencies.” Agencies that offer both traditional and digital marketing services (you can learn more here about traditional), tend to call themselves or be called ad agencies, advertising agencies, or marketing agencies. If a firm specializes in creating branding for websites or overall marketing use, including logos, they are often called “branding firms,” “branding & design firms,” “brand & design firms” or simply, “design firms.”
There’s also the option post-graduation to work at a PR firm, or “public relations firm” or “public relations agency.” While PR firms tend to focus on external communications and work may include press release writing, event execution, and pitching stories to media reporters, an overlap between ad agencies/digital marketing agencies that developed as result of the introduction of social media networks has to do with social media strategy development and execution. Both marketing/ad agencies and PR firms tend to offer “social media voice” services.
Phew, that was a lot of terminology! On to the pro’s of working at an agency or firm that serves marketing & communications clients.
You get to learn about the marketing & communications challenges of numerous industries, and then, can apply best practices from a client in one industry to a client in another industry.
You are always learning and being exposed to something new, as even if you have several clients in one industry, they still each have their product & service nuances, ways of doing business, marketplace/competition, etc. that you need to understand.
As with an in-house marketing job, your agency likely will hold regular meetings to discuss everything that the agency has on its client work plate, so there should be lots of opportunities for learning.
Agencies tend to encourage brainstorming which is always a lot of fun and keeps the creative juices flowing.
As with a corporate marketing role, there likely will be a career path at whatever marketing agency or PR firm at which you work. You might start out as a coordinator or specialist (doing day-to-day/hands-on tasks to support a particular client), but eventually have the opportunity to become an account manager or vice president. In those latter roles, you likely will have more interaction with the client.
As with in-house marketing jobs, the diversity of your role and your work will depend on the size of your organization. The bigger the organization, the more specialized your role will be; but, regardless, you should still have the opportunity to learn about a number of tradtional and digital marketing tactics and results analysis best practices.
If you have direct interaction with clients, you get the satisfaction of feeling like a member of their team — clients become your co-workers along with any agency co-workers you may already have.
And, now the cons of working at a marketing agency or PR firm:
Clients often have marketing and PR emergencies. This may cause you to need to regularly rethink or re-jigger what you planned to accomplish on the work front on any given day.
Because you aren’t a member of a client’s in-house marketing team, you may not always have access to all the important, beneficial, and business-critical information you want or need. Of course, you can ask to have information shared with you, but sometimes, you don’t know what you don’t know, and clients may be so busy they forget to share with you.
You may not be able to enjoy the same satisfaction you would get from being involved with or aware of each & every marketing and communications tactic that an organization has planned or has implemented. You don’t always have access to or see the big picture as clearly as if you worked in-house at the client.
Ad agencies, branding & design shops, and PR firms tend to be pretty fast-paced and you may need to work long hours, or suddenly change social or personal plans because of an unexpected client emergency.
We are pleased and proud at Results C & R to have hired and taught numerous college and graduate-school students and post-graduation individuals about what it’s like to work at a Boston digital marketing agency and Boston SEO company. We love passing our marketing and PR knowledge on to the next generation and enjoy brainstorming with individuals interested in pursuing a marketing career to help them figure out what type of marketing & communications might best support their interests, passions, and lifestyle.
Where did 2022 go? It’s hard to believe it’s late October, and that means that consumers are already starting their holiday shopping. Regardless of whether your target audiences are shopping for Christmas, Hanukkah, or some other holiday celebrated towards the end of the calendar year, it would be a huge marketing mistake to not capitalize on the year-end uptick in online shopping by making sure your website ranks as well as possible for terms related to it.
While the focus of this post is related to retail, e-commerce, and B2C organizations offering physical products, as you read thru it, you’ll see there are applications for organizations trying to sell services, tickets to events, or even looking for someone to make a donation to their non-profit organization as a gift to someone else.
SEO Tactics For The Holidays
Below are both easy, and more time-consuming/complex SEO tasks your organization should complete by early November to support having a successful holiday sales season.
Conduct keyword research to determine the search phrases your target audiences are using most related to holiday shopping or holiday gift giving. If you don’t have access to a keyword planning/research tool, reach out and we will share holiday-shopping-related keyword research with you that we already conducted for FREE (a more extensive list than what we share further on in our post.) That’s our holiday gift to you!
Incorporate high-volume keywords (search terms) that are relevant to your target audience in:
the public-facing content found on a holiday-related landing page (if you plan to have specials/sales/discounts or want to promote certain items that make great holiday gifts) and/or incorporate such terms on existing product-specific pages.
website product and landing page headers (H1 and H2), as appropriate.
page title tags, particularly if you have a distinct landing page or several such pages for holiday shopping and specials.
Use structured data to support your products appearing at the top of Google search results when someone searches on a very specific product need like “yellow pocketbook.” As a result of the aforementioned fall 2022 algorithm change, use of Google “Shopping ads,” a Google Merchant Center Account and/or Google Surfaces is no longer mandatory to have your products shown to individuals who are shopping. This article details Google’s reason for making the change and where your product information may appear when you properly use “structured data.”
The above task/tactic may be a more complicated and difficult one for your organization and may require your website developer’s help. You can learn more about structured data (also known as “schema markup”) via these resources:
How To Incorporate High-volume Holiday-Shopping Keywords In Your Website Content
Recent holiday-shopping keyword research we conducted indicated the following as being among some of the highest-volume search terms used related to holiday shopping or gift shopping, in general (the number shown represents the average # of monthly searches in Google for that term):
gifts for men – 301,000
gifts for mom – 201,000
gifts for dad – 135,000
gifts for women – 135,000
Christmas gifts for mom – 90500
Gifting ideas for men – 90500
mens gifts ideas – 90500
gift ideas for women – 90500
mom Christmas gifts – 90500
women’s gifts ideas – 90500
women’s gifts for men – 74000
Christmas gifts for men – 74000
Gifts for mens Christmas – 74000
Christmas gifts for dad – 49500
Gifts for girlfriends – 49500
Christmas gifts for boyfriend – 40500
Christmas gifts for womens – 40500
Gifts for womens Christmas – 40500
Gifts for wife Christmas – 33100
Best Men gifts – 33100
Gift ideas for mom – 33100
Husbands gifts – 33100
Unique gifts – 33100
Best Christmas gifts 2021 (note you can use this phrase but change to 2022) – 33100
Gift for Christmas for wife – 33100
Unique gifts for men — 27100
Christmas gift idea for her — 27100
Christmas gifts for a girlfriend — 27100
Christmas gift ideas for her — 27100
Best gifts for men 2021 (change to 2022) — 27100
Best gifts for women 2021 (change to 2022) — 27100
Christmas Gifts 2021 (change to 2022) — 27100
Christmas gf gifts (change to 2022) (reminder people use acronyms like bff, bf in searches) — 27100
Gift ideas for boyfriend – 22200
Gift ideas for dad – 22200
Best gifts for mom – 22200
Top gifts for guys – 22200
Best gifts for moms – 22200
Secret santa gift ideas – 22200
Fun gift – 22200
Ideas gift boyfriend – 22200
Christmas gift teenagers – 22200
Gifts for husbands Christmas — 18000
Best gifts for dad — 18000
Best gifts for dads — 18000
Gift ideas for girlfriend — 18000
Unique gifts for women — 18000
Christmas gift ideas for mom — 14800
Ideas for mens stocking stuffers — 14800
Good gifts for mom—14800
Gift ideas for wife — 14800
Christmas gift ideas for moms — 14800
Unique Christmas gifts — 14800
Secret santa gifts — 14800
Mom’s Christmas gift ideas — 14800
Christmas gifts to her — 14800
Christmas gift ideas for him — 12100
Cool guys gifts — 12100
Cool gifts for guys — 12100
Presents for mom — 12100
Gifts for mother — 12100
Women best gift — 12100
Best gifts for women — 12100
Gadgets for men — 12100
Cool Christmas gift — 12100
Christmas fun gift — 12100
Christmas gift ideas 2021 (change to 2022) — 12100
Best gift 2021 (change to 2022) — 12100
Gift ideas him Christmas — 12100
As mentioned above, we are glad to provide a much more extensive list of holiday shopping terms and their associated average monthly searches in Google. You can e-mail us at firstname.lastname@example.org to have the list sent to you. As we share all the time with our new SEO clients and attendees of our SEO classes, and as we did in this previous blog post, keyword research can also help you identify new products, services or solutions you should offer.
As alluded to above, be sure to use the term 2022 once or several times related to holiday shopping, and also be sure to include terms for non-Christmas holidays that are celebrated in December. Plus, think about what acronyms or abbreviations someone might use related to a loved, such as “bff” for “best friends forever.”
Before you begin incorporating high-volume keywords in your content, think about whom would most likely be the recipient of a gift of your product, services, event or class tickets, or a donation, and use terms that the searcher of your product or service might use. Let’s say you offer hand-made jewelry for women, you’d want your site to rank well for terms above like “Christmas gifts to her” and “Christmas gifts for mom” and should incorporate such or similar terms in your website content.
We’re Here To Help You Rank Well For Holiday Shopping Search Terms
Got questions or need our help. Reach out today as holiday shopping has already begun!
This morning I participated in an interview with two University of Connecticut students who were working on a class project about leadership in marketing & communications (I’m a UCONN alum to whom they outreached via LinkedIn). I had already completed an initial draft of this post before my meeting with them, but while discussing with them the shift that has occurred since I first launched my marketing career – from “traditional” marketing to digital marketing – it struck me to refer to traditional marketing as “pre-internet” marketing. I’m going to start using that term and “non-digital” more because “traditional marketing” has just never felt right to me as the term to use for activities advertisers engaged in more before Google searches, social media, and texting took over the world!
Read on to learn what I see as the two broad categories of perks to employing non-digital marketing activities.
1. Perks To The Marketing Professional Developing and Executing Non-Digital Marketing Tactics
Call me crazy, but I miss things like print checks and listening to possible music beds and writing advertorial copy – all things that came with being involved with or overseeing non-digital marketing activities like direct mail, TV and radio advertising, and print advertising. I also miss physically visiting or viewing images of billboard locations and scripting messaging for radio ads. And, I miss holding a beautifully crafted – both in appearance and messaging – sturdy, direct mail piece, and being responsible for buying a target audience mailing list and working with direct mail house partners. I miss ad slicks and seeing my print ads in the Metro newspaper that I snagged at the train station to read on my commute to work, and I miss seeing my advertising subway posters on that same commute.
Particularly during my days when I was employed in bank marketing roles, and we implemented integrated marketing campaigns that ran anywhere from one month to three, I loved overseeing the content, production, and design of various pieces; plus, working with our external marketing agency to produce a number of physical marketing pieces that all mirrored each other and sent customers and prospective customers the same marketing messages and reminders. These included:
Physical statement stuffers that went in customer bank statements – it was so enjoyable to brainstorm with others on my team to arrive at fun, punchy, effective copy and seeing the stuffer come to fruition in its beautiful slick, printed form. Often we would create extras of these for tellers or other bank employees to give out to customers or prospective customers.
Lobby posters – these would appear in each of the bank’s various branches and most branches had several locations within the office to hang the posters that highlighted whatever product or service we were promoting that month.
ATM messages – back then, people used ATMs more and we’d arrange for messages to appear on the screen that mirrored the campaign-in-question’s key messages.
Teller posters/cards – these were mini versions of the lobby posters that were placed at teller stations for viewing by customers as they waited in line or interacted with the teller.
Visual displays – these were physical/tangible items we’d place in bank branches that were relevant to the product or service we were promoting, such as telephones to encourage people to use the bank’s “phone banking” service.
The takeaway? Pre-internet marketing activities allow marketing staff and professionals to use a different part of their brain and more of their senses, including touch/feel, and it’s important to shake things up that way, right? Using one part of your brain can help strengthen the other part of your brain, or give a certain part of your brain a rest or new perspective.
2. Perks To The Organization Employing Non-Digital Marketing Activities And To Their Target Audiences
In keeping with the message that ended the discussion of perk #1 above, everyone has different preferred and default means of learning and absorbing information. Organizations need to understand that seeing a billboard or an advertisement at a movie, mall, or subway station might resonate more with, or be more easily digested by, certain individuals than an online ad or social media post.
Plus, some target audiences may not spend a lot of time online or on the phone because of personal life circumstances or the nature of their job – equating to missed opportunities for the organization who is advertising. Some target audience members may be more likely to see or notice your advertising if it occurred on or in a billboard, train, bus, mall, TV, radio, or a printed/hard copy of a newspaper or magazine. I think you get the picture! Plus, there is so much distraction for a prospective customer when they are on their phone or computer; non-digital marketing tactics are often served up and to, and viewed by, customers when they are in more of a “captive” vs. distracted mode.
To summarize the above, we believe both the advertiser and target audiences win when marketing activities that go beyond digital ones are employed to create awareness and educate prospective customers. As we discussed in our recent blog post, non-digital marketing activities can greatly contribute to the success of a multi-tactic, integrated marketing campaign.
We Can Help You Decide If and What Non-Digital Marketing Is Right For Your Organization
While we often refer to ourselves as a Boston digital marketing agency or Boston SEO company, we are so much more than that, and bring significant non-digital/traditional marketing experience. We can serve as a marketing consultant for developing strategic marketing plans and as your outsourced digital marketing team. Our team can help with both high-level marketing work like determining strategy, as well as hands-on implementation of day-to-day marketing work and marketing campaign and advertising campaign tactics.
After writing several blog posts in recent years about one of my favorites hobbies — walking — I was torn about whether it should be a walking or a digital marketing topic that would be the focus of the first blog post of the new year. But, then, it hit me (while I was out walking, of course) why not combine the two topics? So here goes…
Depending on how your business, organization, or you personally fared in 2021, maybe the new year/2022 doesn’t require some kind of grand gesture or large overhaul related to new beginnings and resolutions. Hey, if it ain’t broken, why fix it, right? Maybe, it’s just a matter of making some small tweaks to last year’s marketing strategy and/or the particular tactics that are part of it, or to your personal habits and mindset, so you can optimize results even further in the new year.
That’s why, while I plan to keep up with my “no excuses” winter walking plan this year, I made a small adjustment to it in the beginning of 2022. Sure, in the blog post that I linked to in my previous sentence, I sang the praises of last year’s coat related to being “prepared for opportunity.” But, I realized this winter, I needed to do something slightly different. The coat I bought and wore last year was just too heavy for my back, which started troubling me in fall 2021 (life happens). Plus, the length of last year’s coat-purchase (down to my ankles) limits the length of my stride. So, I went to Macy’s last week to capitalize on post-Christmas sales, and bought a very reasonably-priced coat that’s a bit shorter and a bit less heavy –because life circumstances, business, and marketplaces constantly change and we need to adjust to them, even if only slightly.
We’d welcome the opportunity to chat with you about what your business/organization could or should do slightly or significantly differently in 2022, based on the following and other possible or anticipated changes pertaining to:
the competitiveness or other attributes of your marketplace, such as pricing and inflation
consumer or business buying behavior or interests
technology used by consumers or businesses to gather information about products, services, and solutions, i.e., consumer and business technology preferences
marketing technologies and opportunities to reach target audiences
So, please let us know how we can help and don’t be afraid to make some very small or some very large tweaks to personal habits or business processes, tactics, strategy, etc. if warranted for a more prosperous, less stressful, more productive, and/or healthier new year!
If you’re a fellow walking fanatic, enjoy our other walking blog posts:
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!
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.
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
begin employing the terms that your keyword research reveals are the most frequently used ones (as long as you believe they are relevantto 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!
There’s two broad factors any organizations should ponder before they engage an external individual or organization to help them optimize their site to be found on Google, ideally on the first two pages of search results. These are:
The Reputation/Credibility of the Firm or Individual In-Question
The Nature of and Time Frame Associated With the Services Being Offered
How To Determine If An Individual Or Firm Offering SEO Services Is Credible?
My current clients, prospective clients, and I all regularly receive e-mailed or LinkedIn requests from individuals or organizations claiming that they can and will get our website to appear on the first page of Google search engine results for terms relevant to the services or products we offer, or to the solutions to problems we provide. In fact, these SEO vendors, sometimes use the phrase “guarantee” or “guaranteed” along with it. That’s a huge, huge red flag. Without talking to you about your organization’s objectives, the target audiences and geography you serve, and the competitiveness of your marketplace — as well as researching whether or not individuals are even searching for an organization who offers your products, services, and solutions — it is impossible for these SEO vendors to know whether or not it is feasible for a listing with a link to your website to appear on the first page of Google search results.
Another big red flag related to ascertaining the credibility of any organization who approaches you about SEO services is whether or not their initial sales pitch to you includes selling you backlinks, i.e., links to your site that will appear on external websites and blogs. As we discussed in a previous blog post, the only external organizations you want sharing a link to your site on their own site or blog are highly regarded organizations with which you have a prior relationship or with which there are some synergies. Allowing an SEO services provider to arrange for such “spammy” backlinks on your organization’s behalf will ultimately cause a decline in how you rank in search results vs. improve how you rank.
Before you engage an individual or organization to assist your organization with being found on Google, ask for examples of the types of organizations to which they have provided SEO services, how they have analyzed and documented/demonstrated the positive implications of the services they’ve provided, and the steps/tactics they took to achieve SEO success.
How Do I Know What SEO Services I Need: One-time/Initial Vs. Ongoing?
As we described in this blog post, if you’ve never optimized your website for search or paid someone to do so, and particularly, if you’ve never conducted keyword research related to it, you should be starting from scratch with your SEO and engage an SEO expert to conduct an initial/one-time/one-off review of your website and execute appropriate technical/organic SEO tactics. These tactics include but are not limited to:
incorporating relevant high-volume keywords uncovered via keyword research within your website page content and in your behind-the-scenes/meta tags
help setting up and/or optimizing a Google My Business Profile, so that you rank well locally and support being found more globally on search.
Once you have completed the important SEO work outlined above, if keyword research has indeed revealed that a high volume of individuals are searching to identify someone like you, then you’ll want to continue to take actions on a regular basis — daily, monthly, or quarterly — to make sure your organization is as well-situated as possible to be found on Google for relevant terms.
Many SEO experts and SEO consultants, like us, offer ongoing (monthly or quarterly) SEO packages. Services offered via an ongoing SEO package engagement likely will vary, but at a minimum, we believe they should include:
Ongoing SEO Services Packages
checking to see your site has no broken internal or external links
testing to see that your site load speed or the responsiveness/mobile-friendliness of your site isn’t negatively impacting where your organization appears in Google search engine results
ensuring that any new images that are added to your site include an “alt-tag” so they will be indexed by Google
making sure that any new pages or blog posts that are added to your website are indexed by Google
writing content (that includes high-volume keywords) for blog posts, FAQs, or other site pages to support being found for those terms on Google
maximizing your Google My Business profile by keeping it comprehensive, current, and posting to it with the same frequency that your post to other forms of social media to support Search Engine Optimization efforts.
Reach Out With Your SEO Questions/Get Your Questions About SEO Answered
Got questions about what we shared above? Please reach out. We’re glad to talk you through all of this, and if appropriate, we’d love to present you with a proposal to provide you with one-time or ongoing SEO services.
Many business owners and marketers are not aware that or give much thought to the fact that keyword research and planning has implications far beyond organic SEO, i.e., beyond the putting of technical tactics in place (such as including high-volume search terms, known as keywords, in website content and page title tags) to ensure a listing with a link to an organization’s website or social media presence ranks as high as possible in search engine results for high-volume search terms relevant to the organization’s product and service offerings.
Before we get into how and why keyword research and planning extends beyond SEO, here’s Keyword Research & Planning 101:
Q: What is keyword research?
A: Keyword research is information generated by “keyword planner” tools, such as the tool that resides within Google Ads advertising manager platform, that shows the average monthly search volume (the number of people who have entered the phrase in-question into Google’s search engine over a month’s period) for search terms (keywords) relevant to the particular products and services an organization offers.
Q: How are keyword research lists generated?
A: Distinct keyword research lists are created for each of the products and services (and sometimes the sub-products and sub-services) an organization offers by walking in the heads of the various target audiences served and entering phrases (search terms) into a keyword planner tool which are thought to be ones target audiences would be using to identify providers of products and services relevant to the organization. In addition to the nature and actual name of the products and services in-question, search terms should include problems for which target audiences might be seeking a solution, such as “how to lose weight quickly.” The keyword planer tool will then normally generate 100’s or 1000’s of similar search terms that individuals have entered into Google to identify an organization who offers relevant products or services, and their associated average monthly search volume.
Q: Why do I need to define the geography for each of my products and services before keyword research begins?
A: The phrases used by individuals to identify a provider of a particular product or service, as well as associated search volumes, may vary by city, state, part of the country, or country.
Q: What does keyword planning mean?
A: Keyword planning means going through the above keyword research exercise, and then making some decisions and outlining the actions you’ll take next related to the benefits outlined below, based on what an organization learns from analyzing and reviewing its keyword research.
Now, that we’ve got some terms and their definitions behind us, just what are the key benefits of doing/uses of keyword research? Keyword research can be used to:
This one you’ve hopefully got down by now — Optimize your website for search (SEO), and therefore, improve how high up in search engine results a listing with a link to your website or social media presence (an organic vs. paid advertisement listing) appears for high-volume, relevant keywords entered in a search engine by your target audience(s).
Inform an integrated marketing plan for one or several of your products and services by providing information on whether or not a sizable number of individuals are actively searching to identify organizations that provide the types of products and services you offer. If individuals aren’t actively searching for certain products and services, then your marketing plan will need to include more “push” vs. “pull” tactics. For example, your organization would not want to invest money in paid search advertising that is presented to searchers searching on appropriate terms, but display advertising, a form of online advertising that allows you to target individuals with certain interests or who are reading about certain topics, might be effective as a means to create awareness of your particular product or service among appropriate target. Learn more.
Determine if there are new products or services you should be offering. Sometimes, a review of keyword research lists can reveal unmet target audience needs and opportunities to offer a new product or service.
Determine if there are certain products or services you should be focusing on or promoting more, based on what keywords and associated search volume reveal.
Uncover topics that are of interest/important to target audiences to influence what you talk about in social media posts, blog posts, videos, or sales materials. For example, you may discover problems for which your target audiences may be seeking a solution that you hadn’t thought of, and you’ll want to call that out in marketing activities and sales literature.
I was prompted to write this post because of recent exercises and discussions in which I engaged related to how an organization differentiates itself from competitors. Earlier in the week, related to an opportunity I was pursuing, I needed to express in writing what makes me and my organization different from (well, really better than) other marketing consultants. I also had a discussion yesterday with a prospective new client — one in the very initial stages of creating a brand/identity — about the importance of calling out in marketing activities, including branding, what made his shop different from competitors.
Q: Why Should Your Target Audience(s) Choose Your Product or Service Over That of A Competitor?
Answering the above question is no easy feat! In certain industries, and with particular product and service offerings, it can be extremely difficult to identify a differentiator, particularly if your organization operates in a highly regulated industry where certain product and service features are limited or mandated by state or federal regulations. I’ll give an example from my corporate marketing days. I worked for two health plans who served individuals qualifying for state-funded health care coverage, such as Medicaid. The states in which the health plans operated had very specific guidelines regarding what plans could and couldn’t offer members related to the various healthcare coverage programs for which they were contracted. This made it very difficult to create and execute program benefits, features, services, etc. that stood out from competitors. For example, on the customer service and coverage front, state-contracted health plans were required to achieve a mandated level of customer service and coverage. One of the ways plans attempted to stand out was to offer tangible wellness benefits such as free car seats, bike helmets, etc.
Despite the type of challenge described above, I believe each and every organization can and should identify what makes them unique/special/different (in a positive way!) from competitors. To aid you in landing on a “differentiator with details”, i.e., an explanation that has some “meat” to it and isn’t vague or general, I’ve outlined steps and questions to use as you brainstorm individually or with others at your organization about how and why your products and services outshine your competitors, i.e., why your organization rocks!
STEPS FOR DETAILING YOUR DIFFERENTIATOR
Step One: Identify Broad Differentiation Categories In Which Your Organization Falls
Determine the broader categories on which your organization can differentiate its products & services. Note that there will likely be some overlap and your organization will fall into several categories.
convenience (location, online/website user-friendly tools & apps, hours of operation, portability of service/product; ease of use of product or service)
product features (consider how they speak to the various senses: taste, feel, appearance, sound, smell)
less tangible benefits, such as free assistance on certain topics or activities or ongoing e-communications that educate client on topics of importance to them
customer service (hours, days, quality, free vs. cost – does client have to buy service package?)
speed (how much turnaround time to receive service or product post-order/engagement?)
depth of expertise (# of years in business, in a particular industry, on a particular topic, background of organization leadership, etc.)
price/value (this can be tricky to promote, and often isn’t the best way to differentiate yourself, unless you know you are the lowest-cost provider, and that “low cost” won’t be associated by your target audiences with being low quality)
quality & durability of work, services, or product (materials used, how long something will last/be valuable)
breadth of offerings (can your organization meet several needs or pain points of clients immediately, or if needed in the future?; do you offer one-stop shopping or connections to experts when needed?)
organization size (what does your size allow for — more personal attention, less overhead equating to lower cost, more services and diverse staff experience?)
Step Two: Evaluate Which of Your Broad Categories of Differentiation Matter to Your Target Audience(s)
Ask and be honest with yourself about the following:
“Does/do my target audience(s) value what makes me different/is my differentiator important to a prospective customer?”
“Does my differentiator speak to a particular pain point or several pain points that a prospective client is likely experiencing?”
“Are you able to communicate your differentiator quickly/efficiently in a language your audiences will understand?”
At a minimum, you must be able to answer “yes” to #1 and #3 above if you plan to market your differentiator and have it resonate with target audiences, and ultimately support sales and lead generation.
Step Three: Build Out The Details of Your Differentiator
Hopefully, the above exercise landed you on one or two broad categories of differentiation that will be meaningful to prospective clients. Now, it’s time to build out the details. Let’s use size as an example. The “About” page of my site includes the following reference “Our small size means our Principal, Gail Snow Moraski, will be directly involved with your account, providing the experience and attention ALL clients deserve.” If your organization is a large shop, and you believe prospective clients will benefit from that, elaborate on why being large is beneficial. Your details around your large-size differentiator might reference the diverse, extensive experience of staff, the one-stop shopping you offer, the many, varied services you offer, or even the stability of your firm and the likelihood it will be around for a while.
Another differentiator example from our my own organization. Our tagline is “Maximizing Results Through Research-Supported Marketing.” I hope and believe that it expresses to prospective client audiences that I won’t encourage them to execute or continue any marketing activities that don’t generate leads or sales for them. And, that our tagline conveys that we are a data-driven, analytical shop. I consider my research and analysis skills a differentiator from some fellow marketing consultants who offer certain marketing & communications services, particularly writing- or creative-related ones, but don’t necessarily know how to determine in advance what marketing vehicles or activities (employing content or images/graphics they’ve created) should work as far as generating sales go, or how to go about analyzing what worked in the past. On the other hand, some marketing consultants have differentiators or skills that I don’t have, such as an artistic background/eye or experience creating and laying out sizable documents, such as annual reports.
In sum, the key to identifying and promoting your differentiator(s) is knowing which of your strengths a prospective customer will value most, and then, making it clear through understandable, concise statements what that differentiator is and how your target audiences will benefit.
We always welcome a good marketing brainstorm, so if your organization is struggling with determining your differentiators, which to promote, and how to effectively communicate them, we hope you’ll reach out.
During the past couple of months, I’ve had quite a few opportunities to discuss and help prospective and existing clients with their SEO (search engine optimization). SEO is a must for any organization that hangs a shingle. Unless your business is strictly a referral-based organization, and that’s the only way you tend to generate sales, you need to do all you can to make sure listings with links to various pages of your website appear at the top of search engine results for terms you deem relevant and desirable. That way, online “searchers” for your particular product or service can easily find you, and find you before your competitors.
Are You or Your Marketing & Sales Team Wearing Blinders?
A critical SEO error I’ve been seeing organizations make is this — they don’t walk in the shoes of one or several of their target audiences. Sometimes, individuals responsible for sales and awareness-generation get so caught up in their organization’s inner/internal world (and in the case of this blog post, “internal” can mean internal to both your organization and your industry), they get blinders on, and are guilty of the following SEO blunders:
Overuse of Acronyms and Industry Terms— using acronyms or industry terms on their website that some or all of their external audiences likely won’t understand. Regardless of whether acronyms or terms you are considering using are used in a particularly industry vs. only used within your organization, before you use them, give great thought to whether any of your target audiences widely uses or would understand them, and be sure to explain what they mean to audiences who don’t — as I did with the acronym “SEO” in my first paragraph. You can do this by adding a brief explanation in parentheses after the acronym or industry term in-question, or linking to a definition or explanation elsewhere on your site or on another credible external site.
Creative Phrase/Name For Common Product or Service — to differentiate themselves from a competitor, coming up with a creative phrase to replace the normal or common term used for that same product or service. Organizations must keep in mind that just because they want to be known for/by this differentiating phrase, that doesn’t mean target audiences will be searching on that term, which could have a very negative impact on driving traffic to your site. Let’s say a firm offers financial planning services, but wants to refer to those services via a catchy, memorable phrase like “milestone money maximization”. If they only use the “milestone…” phrase throughout their website, searchers looking for “financial planning services” aren’t going to learn of them via a search engine search, as the search engine won’t find and index that phrase on their website.
Ignoring Needs of Certain Audiences — not addressing all of their audiences. As discussed above, while “internal speak”, such as acronyms and industry terms, may work for one audience, they may not work for all. For example, an organization may get client referrals from professionals such as healthcare providers, CPAs, lawyers, etc., but individuals may also come directly to the organization vs. being referred by a professional. That organization needs to make sure they use language that is understood by and resonates with both professionals and direct users of the service aka “lay people.”
Reach Out To Our Boston SEO Experts
One of the SEO services we offer, and with 30 years of marketing experience we’re experts in doing so, is review of websites with an objective, external eye, while wearing the shoes of each of a client’s audiences. We can fairly quickly identify where and how you might be negatively impacting your organic SEO, and ultimately, limiting sales and awareness among desired external populations, through “internal speak.”