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Search Engine Optimization: The Fundamentals

Search Engine Optimization: The Fundamentals

A website needs to be aesthetically appealing. Visiting a page that looks unprofessionally done or is difficult to navigate can lead to many people getting a poor impression of the organization. For this reason, a good website design is something many businesses in 2011 will invest in. The problem with that however, is often the site will then not be properly optimized and subsequently, not seen by many people.

There are five Fundamentals of Search Engine Optimization. When properly rented-out, a website can earn a better search ranking leading to more traffic and more sales (or members, donors, etc). The position where a website is found on a search engine in influenced by two variables: the intensity and quality of the search engine optimization and the number of competitive websites. Nonetheless, here are some techniques used to achieve the five Fundamentals of Search Engine Optimization.

1. Age of the URL

Often, this is a factor that a website owner has little influence on. The most important thing a website owner can do is get the site up as soon as possible. Once the URL is purchased, putting up an "Under Construction" page can help. Since the site is not indexed at this point, it is practically impossible for someone to fall upon your site unless directed to it by exact URL. The "Under Construction" page does however, count towards the age of the URL and therefore will help getting the site seen once the development of it is complete.

2. Onsite Optimization

When most people think about onsite optimization they think of keyword rich text. Selecting the best keywords and properly including them in the text is only one important step for this fundamental. Another important step is ensuring that the website's source coding is correctly written. Site's should be properly compressed to improve load times and meta tags, alt tags, headings, the description, keywords and the title should all be complete and keyword rich. Finally, the point that needs to be taken care of first – the site's structure. Also known as a website's theme or silo, a site's structure determines a user's experience and a search engine spider's ability to crawl it. A site's theme should go from most general to most specific in terms of topic.

3. Linking

It is important to remember that the Internet is often called the World Wide Web because of its structure. The more links that a site has going to it, the more paths are there for the spiders (and the visitors) to get to the site. By getting other sites to link to one company's website, it is increasing its visibility and its ranking. Google looks at the links like votes for the site. Inbound links pointing to pages other than the home page help get those pages ranked on Google as well. For many industries, it could require hundreds of links per page to get onto the first page of top search engines. To help with the task, posting on blogs and using social networking sites also sends links to the site.

With the recent changes in the use of social media on a website's ranking, it is believed that Facebook's 'Likes' and Twitter's 'Follow' count as votes to the site, much in the same way links count. This is why many businesses are pushing their Social Network presences in order to improve their search engine optimization.

4. Occurrence of Content Changes

CBS.com has over 20,000 visits per day from Googlebot, Google's web crawler. It is because major news sites like CBS and CNN change content every few minutes. This factor helps rank CBS and CNN as 10/10 by Google's page rank. Most businesses do not have the time to keep up with the news sites but changing the text and photos a few times per year positively impact a site's positioning. Google will judge as if the site is being maintained and updated and will position it ahead of a competitive site that is not maintained.

Using social media on sites like Twitter and Facebook, or a blog, allow for constant updates or 'tweets' under the organization's name. Today, this also counts as content updating and can get good positioning on search engines.

5. User Provided Content

More and more sites are asking for reviews and comments, there are two reasons for this. For one, it increases interactivity and therefore improvements user experience. Users spend more time on a site and with each minute that passes the chances of converting them into customers increases.

The second reason is founded in search engine optimization, and is the fifth and final principal. Content provided by users tells Google and the other top search engines that people actually use your site. It increases the chances that other users may find it interesting and therefore improves the website's position on results pages. Using a blog is feasible, the easiest way to get user content through comments. If an interesting posting is made, followers of the blog are likely to comment and Google recognizes this.

With these five Fundamentals of Search Engine Optimization, a website's positioning on the search engines will improve. Depending on the quality of the work done, its intensity and the site's competition, it could greatly impact the positioning on search engines. If properly formatted, the better positioning translates into more traffic and higher conversion rates.

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Why You Should Select Professional SEO Services

Why You Should Select Professional SEO Services

Every internet user majorly depends on Google to find any information he needs. Hence, if the internet promises to be a potential customer acquirement platform for your business, it is immensely critical to ensure that your business website is easily accessible to your potential customers. SEO sets the foundation of a website to achieve the desired goal.

Employing proper SEO transforms your website into a powerful marketing tool, truly placed to convey optimal conversions. Search engine optimization, though, is not a single-time exercise. Somehow, it is an ongoing process. Therefore, even after your website achieves top positions on target key phrases, you must not relax your weapons. In order to sustain your search fame, it is vital to make sure that accurate sustenance proposals are kept constant.

For that, it is advisable to hire SEO professionals whose SEO plans are specially designed to help you build a strong web presence over time, so that you could get optimum results when it comes to your website’s Google performance. Expert SEO services also help you to keep up with the ever-transforming search engine optimization landscape. Professionals’ holistic approach to search engine optimization promises continuous improvements in search rankings and more vitally, in relevant traffic. Their goal is not only to make your website reach the top of the significant search graphs, but also to let it obtain potential customers and defer optimum conversions.

Increased search placement straightly converts into better exposure for your business, which in turn is sure to boost the conversion rate of your website. You can talk to professionals regarding your SEO requirements, whether you have a small business seeking to target local key phrases or you run a larger firm that is in search of much more exposure. Professionals design various SEO packages as per the needs of diverse businesses.

Packages designed by them include:

A committed project manager

Thorough, customized reports with monthly discussion phone calls

Website Optimization

Google Maps Optimization

Social Media Marketing

Content Marketing such as articles, blogs, and videos

Reputation Management

Link Building

Mobile Website Features

Local Listings Submissions

On-going evaluation of your project

Having worked with a number of clients from completely different sectors, experts exactly understand that every business is distinctive and so should its advertisement. Keeping themselves abreast with such dynamism, professionals ensure that their clients get optimum SEO solutions for their business.

Not only do they bring a huge website traffic, but professional SEO experts also deliver optimum business results. They will meet the eventual objective of improving your business goals and revenues.

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Tips for Finding the Right SEO Company

Tips for Finding the Right SEO Company

The right search engine optimization company is one that can help your website achieve high visibility in leading search engines such as Google. It should be able to ensure you effective SEO content writing services. The tips given below will help you choose the right SEO partner:

Find a company that has solid industry experience: Get a list of companies and identify one that has been in the industry for many years. It should have provided successful SEO services to clients and helped their websites achieve and maintain a high rank in search engine results pages.

Interact with the company’s present clients: Interaction with the clients of your preferred internet marketing company helps you get an idea about how the company works and their relation with clients. Analyze the change in the clients’ position, and improvement in their rankings. Established SEO firms will have customer testimonials on their website, which will help you learn more about the company and its services.

Find out what services your SEO firm can provide: A professional SEO firm will be willing to explain what they can do for you and what results you can expect. You need to associate with a company that can provide the kind of services you are looking for.

Ensure that the firm has qualified and experienced SEO professionals: Always go for an SEO company that has relevant experience in the SEO field. Make sure that the company has a team of skilled SEO experts, who can provide you the best SEO content development service as well as formulate effective SEO strategies.

Methods they use: A reputable firm will mention in its website, the various effective, white hat search engine optimization methods they implement to achieve high search engine ranking for clients. This will help you analyze the effectiveness of the methods they use.

Look for competitive pricing: Reputable companies usually ensure competitive pricing for their services, with no compromise in the quality of work delivered.

Services that a Professional SEO Company Can Offer

An established SEO company offers services that include on-page and off-page optimization techniques such as:

  • Keyword analysis
  • SEO content development
  • Link building
  • Blogging
  • Video marketing
  • Conversion optimization
  • Pay per click campaign
  • Directory submission services
  • Social media optimization and much more

The right SEO Company can take your business to new heights with innovative SEO strategies and solutions. Consider the above tips when you plan to hire an outsourcing firm to meet your search engine optimization requirements.

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Web Optimization - What Is SEO?

Web Optimization – What Is SEO?

Web Optimization Is Essential To Your Success

SEO (Web Optimization) is working with your website and online marketing to make sure you have the best results from search engine searches. Knowing what terms people type in when they search for a product / service helps you decide what words to use on your website. If you offer any type services, a quick search for SEO Words will tell you that you should not use any random keyword 'as a primary keyword as most people search for the specific / targeted word not random. If someone searches for something specific, you want to make sure your web site comes up in the results. The more you do with SEO, the higher your site will come up in search results.

Long-tail web optimization is a more direct SEO term. Let's see, if you going to sell children's clothes, you would want to know for a fact that when someone looks for something very targeted, like a "boy's blue denim jacket size 7" your website, with that same item shows up in the search engine results. Long-tail web optimization is a little more descriptive and detailed.

SEO is bigger than just getting better search engine rankings, after going through this website, you will not need to question "What is SEO". Professional online marketing campaigns take a five point path: Pay Per Click, SEO, Link Building, Conversion Rate Optimization and Social Media. While it would be impossible to teach the full technique of SEO Marketing strategies in just one article, you should be able to get a rough overview by learning about the five main pillars which I will go over in the future.

Web Optimization revolves around several factors that all specific to search engine's mysterious algorithms. Organic web optimization is the goal of all online marketing campaigns. I will provide a list of a few of the major future-proof SEO strategies, that will definitively help the overall performance of your web site.

Web optimization is a wide approach used to rank websites higher in the search engines. It focuses around optimizing your web site for building links to your website, conversions, and making sure that your website is friendly to search engines, running a pay per click ad campaign and even establishing a social media presence. Web optimization is one of the most treasured marketing techniques, it is a long term solution that will provide a non-stop supply of conversions.

When your web site is not found by the search engines, business is lost which also means money is lost as well. Professional web optimization services can help you speed up your site's relevancy and, in return, elevate it higher in the rankings putting your business closer to more potential customers. With its ability to generate more targeted traffic to your website at a reliably cheap cost, SEO is an essential component of your online marketing technique.

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SEO Meanings

SEO Meanings

Like with most things, computer speak has a language all its own. When you create a website you most likely will encounter a lot of new lingo, and while some of it actually makes a lot of sense there are some terms that may be a bit weird, even for the techy amongst us.

When you think of a white hat you may think of the Kentucky Derby or a Royal Wedding but in SEO speak it means the group of techniques that use the best practice, the ones that earn you all the gold stars and brownie points, the ones that do not use bad manipulations to gain traction or ranking, but those who do what they do to the best of their abilities, create wonderful content and follow all the rules.

Things like time on page is pretty self explanatory. There are actually people out there who analyze data like how long people spend on a certain site. They are timed and when they click out that data is collected. You typically want people to spend some time on your site, not just click in and out in three seconds.

A mirror allows you to see yourself every day, well a mirror site is the same principle, it's the same site at a different address. Sneaky.

Link bait is another term that makes a lot of sense, especially if you use social media a lot. Think of all those quizzes that start "only 10 percent of people can ace this quiz" and so you click and try to prove them wrong only to find the quiz is super easy and a five year old could have aced it. This is link bait. A page that is designed to attract incoming links. You click, they have done their job.

Now for a strange one – latent systematic indexing. What this means is that the search engine will index commonly associated words in a document or content. These are also known as long tail searches. This also lets you avoid keyword stuffing in a document as you can use similar words or words associated with your original keywords to get your point across.

What about code swapping? This is when people change the content of a site after they have achieved high rankings. This is dicey to do as the content may not be as informative or even interesting after the switch. It will eventually hurt the ranking.

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5 Do's of Social Media Marketing

5 Do’s of Social Media Marketing

Many business don’t do the marketing the right way, especially when it comes to social media marketing. What you need to keep in mind is that your social media campaigns have to be effective and affordable. If done the right way, they can help you grow your business. Targeting the wrong audience is not a good idea. Let’s talk about 5 do’s of effective social marketing.

1. Learn to use the power of social media

On the Internet, you can find a lot of information about marketing. You can find free courses as well as paid ones. Understanding these things is not difficult as long as you want to educate yourself.

So, it’s important that your take your time to find out how these marketing campaigns work. Although basics are the same, businesses have to customize these strategies so as to grab the eyes of their potential customers or clients.

2. Listen to your prospective customers

How can you find out what your customers want from you? There is only way. You need to listen to them. Aside from this, it’s important that you make use of social media platforms to extend your customer service, as more and more customers present their feedback and opinion on websites, such as Facebook and Twitter.

By listening to your clients or customers, you can avail a lot of opportunities too. For instance, you can read up on the key influences to find out how you can improve your products or services.

3. Make use of automation tools

It’s not a good idea to opt for spammy automation. Instead, you should use the smart automation. Blasting out a lot of promotional offers all the time is not a good idea. This may prove counterproductive and your followers may lose interest in your offers. What you need to do is make use of social media to get in touch with your customers and offer useful information. By doing so, you can build a loyal audience that can become your customers.

4. Engage with your audience

You don’t just need to keep updating your social media pages, it won’t work. What you need to do is keep in touch with your audience and keep them engaged. What matters is their satisfaction.

If you engage your audience, you can find out more about the problems that they are facing. Then, you can work harder to resolve those issues and make those customers satisfied.

5. Work on just two platforms first

It may not be possible for you to stay active on all of the social media sites. If you are just starting out, make sure you choose one or two platforms and focus all your efforts on them. Most of your customers will be active on two big platforms, such as social media and Twitter.

So, these are 5 do’s of social marketing. If done well, they can help you run effective social media campaigns to grow your customers and clients to expand your business.

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9 Stages of Marketing a WordPress Website

9 Stages of Marketing a WordPress Website

WordPress Marketing Tips – Make Your Websites Soar

With blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand, business owners are able to build their brand and increase visitors to a WordPress website.

In general, there are 9 stages to marketing research success:

  1. Formulating the Marketing Research Problem
  2. Method of Inquiry
  3. Research Method
  4. Research Design
  5. Data Collection Techniques
  6. Sample Design
  7. Data Collection
  8. Analysis and Interpretation
  9. The Marketing Research Report

Market your WordPress site

WordPress websites and blogs have an advantage over websites or blogs that were built using other content management systems (CMS).

SEO Advantages with WordPress:

When planning your next web project, you will most likely be presented with the choice of which content management system to utilize. WordPress is the CMS of choice for professional Internet organizations for many reasons, including an added benefit for search engine optimization (SEO) efforts.

Adding content to WordPress is easy.

Because SEO is very much dependent on original, quality content, adding posts to your website on a consistent basis is imperative.

The permalinks can be customized.

With WordPress you can add relevant keywords to the URLs for posts and pages, which makes it easy for Google and other search engines to detect those keywords and rank your website for your keywords.

WordPress is open source software. Because WordPress is open source, you can download it for free. This also means that hundreds of thousands of developers and programmers are working on WordPress and therefore, it functions better. Additionally, you will have no problem finding professional themes, plug-ins and extensions to download from trusted sources.

WordPress comes equipped with built-in RSS feeds.

Really simple syndication (RSS) feeds are important for SEO because they allow your valuable content to go to a feed with a link back to your website or blog. Readers can subscribe to your feed so that why will be automatically notified when your company posts new content to your WordPress website.

WordPress has very clean code.

Except for free themes, un-trusted plug-ins and extensions, WordPress code is clean and SEO friendly. Before you download free themes, plug-ins or extensions, remember that hackers utilize free downloads to inject malicious code into sites. If that were to happen, you could get your WordPress website or blog dropped from Google and penalized in search engines.

WordPress Plug-ins are plentiful

You can find a plug-in to do just about anything. The functionality of WordPress is enhanced with plug-ins and you can customize your WordPress install to meet your specific needs.

Get found, convert and analyze

  • Attract Traffic
  • Convert visitors to leads then to sales
  • Turn customers into repeat higher margin customers
  • Analyze for continuous improvement

Drive-up Sell and Cross-sell Opportunities

  • Get noticed in potential customers’ inbox
  • Show your social side
  • Pimp your product pages
  • Reach your goal, repeat.

To achieve high rankings in search engines for your specific keywords, there are many strategies which must be adhered to, but in general, if your firm produces relevant, quality, original content on a consistent basks, you will see an increase in search engine traffic. Other strategies include e-mail marketing, social networking, and attractive web design with WordPress to make your product pages shine and be relevant to both new and existing customers.

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Ticket to Success and Sales - Online Marketing

Ticket to Success and Sales – Online Marketing

“Ignoring online marketing is like opening a business but not telling anyone.” – Anonymous

Nothing sums up the brilliance of online marketing in today’s scenario quite like this quote. Online marketing is all about being at the right place at the right time. With the virtual space invading every nook and corner of our lives, this is where you’ll find your audience.

Online is the place to be

From social media to e-commerce portals, our present generations wake up to their handset screens, emote only through in beeps and blocks. No one physically meets or greets anymore, instead we only ‘like’ and ‘comment’. So, like any good marketing strategy that starts with going where the customer goes, the time now is to go digital. Online marketing has become the latest fad, a definite marketing must-do all the multi- national companies. Online marketing companies and services are the most sought after by major corporations. The benefits of online marketing when compared to its counterparts – the traditional/offline marketing, is so shiny and bright, that it has become impossible to turn a blind eye. Let’s review the prime benefits:

  • ‘The World is your Stage’: With online marketing services, your reach is truly magnanimous. It expands in terms of demographic as well as relevance. Deep pockets and hefty bank account are no longer the requisites to get noticed and sell products. For example, A local farmer from one side of the world, can now take his produce and showcase it online to reach a potential customer living on the other side. All he’ll need to do is to use the internet to market this product, alongside some smart SEO strategies to place it amidst the right crowd.
  • ‘Laugh all the way to the bank’- It’s no surprise rappers worldwide dish out such catch-phrases, ever so often. After all, how can anyone run from the fact that every business and corporation is the world works towards – ‘profit’ aka revenue, return, moolah? So, when the outcomes are so luring, who wouldn’t jump? With the chance to reach the target audience directly and personally, the sales are bound to go up, by default.
  • ‘Straight from the horse’s mouth’ – With digital marketing you can document every move of your consumer. In the virtual space, everything becomes transparent – the good, bad and the ugly is out in the open for every to judge. No beating around the bush, you will get immediate feedback and instant report of your product’s performance. You can directly reach out to your customer and build a personal bond. Services can be customized. Also, since everyone is online all the time, being in this place will make you more visible.
  • ‘Marking your territory’ – Digital marketing promises to cut marketing costs drastically. Over and above all other benefits, the Passover from traditional or offline marketing to online is bound to be tremendously economical. Your online marketing agency will help you pick your audience and invest in reaching out only to them. It will also reduce your cost per unique user. For example: while a 5000 AED investment on a hoarding or event sponsorship reach about 5000 prospective customers, an online campaign through a viral video on social media will keep 10 times fold more.
  • ‘Something for everyone’ – Online marketing space isn’t reserved for the who’s who of the business world. Even a small business or a start- up can reap benefits in all the entirety. That’s the beauty of this medium. Such opportunity presents a fair chance to businesses to prove their mettle purely based on the quality of services/product. For the first time, a small enterprise can give the market’s big fish a run for its money. Making it an all-inclusive environment to run business in.
  • ‘Survival of the fittest’ – The business world is booming, everyone wants a piece of it. So, in order to survive this mad rush, you have to a step ahead, always. Being in the digital gives you direct insights in your markets and demography. It gives you the opportunity to gauge your competitors move and plan a rebuttal. Online marketing companies help in giving your brand the edge and new-age glow. Hence, assuring the consumer’s that the product/services that you offer are state-of-the-art and cutting edge in all its entirety.

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The Benefits Of Internet Marketing

The Benefits Of Internet Marketing

Whilst it is fair to say that Internet marketing has certainly had an effect on offline trading figures, the comparisons are not directly proportionate for the simple reason that the Internet has opened up huge new markets which were not feasible before this ‘information superhighway’ was born. The interactive nature of Internet marketing, and the low costs involved in distributing information and media to a global audience, makes a very attractive platform for any business model, regardless of size. Latest figures from credit card companies report a 15 billion dollar turnover from Internet sales in the last year, and rising rapidly. So it is not surprising that budgets for Internet marketing are taking a bigger slice of the advertising cake and the numbers of individuals earning their living directly from Internet marketing are ballooning off the scale.

Internet marketing draws together all the creative and technical aspects of the Internet, which include design, development, advertising and sales, and the techniques used in Internet marketing include search engine marketing, email marketing, affiliate marketing, online advertising and more recently, social media marketing methods as employed in blog marketing, and viral marketing.

Internet marketing is the process of building, growing and promoting a business individual or organization through any online activity including websites, blog sites, article marketing, press releases, online market research, email marketing, and online advertising. In order to fully comprehend the huge benefits offered by the Internet marketing process, it is difficult not to draw comparisons with offline marketing methods, but it has to be remembered that one is not a replacement for the other. Internet marketing and offline marketing will both have an important part to play in the future of any business, assuming it is not purely Internet based. Let us now look at the benefits that Internet marketing has to offer..

Low Cost

Since the Internet can be regarded as a ‘free for all’ activity center where information is shared freely with all interested parties, the cost involved in the overall Internet marketing strategy is relatively low. Apart from the obvious expenditure incurred in operating a web site, a large proportion of the budgets set aside for Internet marketing will typically be swallowed up by services and resources offering expertise in the various marketing techniques that fall under the Internet marketing umbrella. For example, Search Engine Optimization plays an important role in the positioning of a web site in search engine rankings and the larger organizations will often employ the services of a search engine optimization company to carry out this duty. Equally there are Internet Advertising Agencies available to handle all aspects of online advertising. Smaller companies or sole traders may carry out their own search engine optimization and advertising campaigns and would need only a few hundred dollars budget for marketing software tools. Either way, the overall cost of Internet marketing is much lower than the cost of a similar offline campaign.

Work From Any Location

All activities that fall under the Internet marketing banner can easily be organized from a laptop computer. Most communications are made using online contact forms, email or instant messenger, and payments for items such as web site hosting, internet marketing software tools and resource fees can all be paid online using a credit card. Web site design and management is also another area of Internet marketing easily managed from a laptop computer. The versatility of the ‘laptop’ means that these duties can be carried out from any location and therefore those involved in the Internet marketing fraternity can easily work from a simple home office, or even when away from home. Commuting is totally unnecessary.

The Level Playing Field

Unlike offline commerce, the use of Internet marketing techniques now make it possible for an individual or sole trader to compete with the larger organizations in his online business. It’s true that a larger company whose name was on everyone’s lips would have a head start in the marketing of their web site, and a larger presence in the search engine pages, beyond that the doors are opened and it’s quite common to see a smaller commercial outfit riding higher than their much larger competition in search engine results. Yes the online advertising budgets would be much bigger for the national companies, but there are many Internet marketing techniques and resources available to the solo marketers that would help them to stay in touch. There are literally hundreds of new Internet millionaires developed on a daily basis.

There are also many niche areas with good benefits derived from Internet marketing, but generally the process is attractive all round as a method of promoting any business, recreational or personal projects across the Internet. Internet Marketing is where the future lies for businesses large and small. The Internet has arrived and no-one can deny it!

Trevor Taylor

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How to Find the Best Digital Marketing Agency

How to Find the Best Digital Marketing Agency

In order to find the best digital marketing agency, first, we need to understand “what is digital marketing“, “will digital marketing benefit your business” and answer the question “how do I get more leads for my business?” – which should be the purpose of any marketing.

What is a Digital Marketing Agency?

The dictionary definition of Digital marketing is the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium. So simple to summarise in one sentence, yet it can be a complicated process to get right and to ensure that all of your digital marketing is working together, not as silo activities. This is where the expertise and experience of the best digital marketing agencies can be hugely beneficial.

Traditional advertising, newspapers and paper directories, such as Yellow Pages, are increasingly less effective for businesses. Whilst a few years ago people would go to a computer to search for a product or service, nowadays people are connected to the internet all day, every day and “live online”. Looking for information, a product or service is as quick and simple as searching on a laptop or computer at work or picking up their mobile telephone or tablet. Digital marketing focuses on getting your information, products and services in front of people when they are looking online. The best digital agencies understand the buying process of your products and services and ensure that your information is prominent to the potential customer at the appropriate time. In the digital marketing world, the various stages of the buying process i.e. research, consideration and purchase are called “micro-moments” and the very best digital marketing agency will present the relevant information, service or product at the targeted time in the buying process.

Whilst some digital marketing agencies will also create and manage traditional advertising or business marketing, such as newspaper advertising, specialist digital marketing agencies will concentrate on online marketing as opposed to “marketing companies” who commonly concentrate on TV, radio and print marketing.

Regardless if your business is business-to-business (B2B) or business-to-consumer (B2C), digital marketing can be a fast, often instant, and reliable way of getting leads into your business and driving up revenue. The very best digital marketing agencies will manage all of the digital advertising based on return on investment (ROI) ensuring the leads generated are at a cost that makes business sense and increases profit levels. Digital marketing will benefit your business and answers the question “how do I get more leads for my business”?

Digital marketing, sometimes referred to as website marketing, can be broken down into a number of important features and services:

SEO Services

Search engine optimisation, most commonly abbreviated to “SEO”, is the process of getting your website found on search engines like Google when people make a search relevant to your business, services or products.

Regardless if your website is e-Commerce or selling services it will drive leads and sales into your business if it is found for the search terms people use (often referred to as “keywords”) to look for them in Google.

SEO requires experience and understanding of how Google reads your website. What messages and information you want Google to read for a webpage or website and knowing where to place that information so search engines can find it. A good SEO company will have a proven track record of ranking websites high in the search results.

SEO works best when the proven methods of obtaining rankings are applied in conjunction with latest trends that are driving traffic. An example of this is the “near me” phenomenon, which has seen a 150% growth in the last 12 months, where mobile phone users are adding “near me” to their search query i.e. “SEO Company near me”. These customers are looking to buy and buy from a local service or product supplier.

Although SEO can be a stand-alone service, it is most effective when combined with PPC, social media and reputation marketing. SEO is also the cornerstone of effective PPC, social media and reputation management campaigns.

Pay Per Click

Pay Per Click (PPC) often referred to as “Google Advertising” or “online advertising” is where you position adverts at the top of the search results for specific search terms. These search terms can be the words people use when in the “research” phase of making a purchase or targeted at the “buying keywords” when potential customers are looking to buy.

Although your advert, depending on your budget, can be shown every time a search is made, you only pay when an internet user clicks on your advert and is taken to your website or calls you direct from the search results page meaning you only pay when you get a click from a potential customer hence the name for this form of marketing of Pay Per Click (often abbreviated to PPC).

How much you pay for each click is determined by a few factors. The “cost per click” (abbreviated to CPC) is determined by the quality and relevancy of the advert to the search term being used and the relevancy of the page on your website that the potential customer land on. These factors contribute to your overall “quality score”. The higher your quality score, the less you pay per click and less you pay per lead into your business.

In the UK, Google has the vast majority of search traffic and most of your budget should be placed their, however, you will not want to miss the smaller, yet still considerable potential for customers from search engines like Microsoft’s Bing platform, and a small part of the budget should be allocated to other search engines. Also, the very best PPC management companies will also discuss spreading your PPC budget over a number of campaigns aimed at different parts of the customer journey. A small part of the budget should be allocated to the research stage of the buying process when people are using broad search terms to find information, a small part of the budget when people are searching for yours, your competitors or market leaders company name. The majority of the budget when potential customers are using search terms directly related to making a purchase and lastly, a small part of the budget to re-market (show your advertising to people who have shown an interest in your services or products by visiting your website) to capture and drive up conversions from the customers previously advertised too.

The best PPC Agency will be a Google Premier Partner. A Google Premier Partner status indicates that the company has a proven track record in delivering high-quality campaigns, which generate good competitive/low CPC’s and deliver high and positive ROI’s. The very best PPC agency will have a robust PPC management process in place to quickly react and capitalise on changes in the PPC campaigns of your competitors.

Unlike SEO, that can take some time to be fully effective, Pay Per Click is instant in the fact that as soon as your campaigns are live they can be generating leads for your business.

PPC is highly effective when carried out in unison with SEO. A well-optimised website will improve the quality score of your Google advertising campaigns resulting in a reduced “cost per click” meaning you get more leads for your budget.

Social Media Marketing

Social Media platforms such as Facebook and Twitter are now legitimate places for a business to attract leads. Facebook has over 38 MILLION active and regular users in the UK and the number is anticipated to rise to over 42 MILLION by 2020. Regardless if your business sells to consumers or other businesses, your potential customers are on Facebook and using it often.

Facebook is excellent at raising awareness during the customers “research” stage, reminding them of your services or products during the “consideration” stage and putting your specific products in front of potential customers at the “buying” stage. With such a large audience and the flexibility to target customers throughout the buying process, Facebook can be a good avenue to generate leads and sales and to deliver a great return on investment.

A good digital marketing agency will have a proven track record in delivering highly effective Facebook advertising campaigns. The very best digital marketing agencies will be able to demonstrate the conversion rate and cost per lead of your social media marketing.

Again, social media marketing and specifically Facebook marketing can be carried out as a stand-alone activity however it works so much better when combined with SEO and/or PPC. When a potential customer visits your website their computer is marked as having visited. This then allows you to target the user of that computer, who has shown an interest in your products or services.

Reputation Management

When considering making a purchase, a potential customer will scour the internet to find feedback and reviews from previous customers. Your online marketing and sales can live or die by the reviews for your business, services or products. Ensuring that positive reviews are easy to find and that any negative feedback is managed well, can be a huge benefit to your conversion rate.

Digital marketing companies call this “reputation management” or “online reputation management” however, in reality, it is creating systems to generate customer reviews and customer feedback ensuing positive customer satisfaction is captured and easy to find for potential customers.

Many businesses are concerned with allowing the public the ability to openly provide feedback. You cannot please all of the people all of the time, and companies worry that a bad review will have a negative impact on their business. Firstly, if someone is determined to leave a bad review for your business they will find a platform to do so and there are 1000’s of platforms to choose from. It is better to have control of where customers are encouraged to leave a review. Secondly, a poor or bad review, if managed well, can be a positive for your business. Engaging with a bad review highlights that you care about feedback and subsequently, you care about your customers. One well managed bad review can be as good for your business ten good reviews.

A good digital marketing company will use one of the handful of recognised review platform and provide the tools and means of allowing you to capture, manage and respond to customer reviews.

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