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Posts Tagged ‘e-commerce’

5 Forgotten Truths About SEO vs. PPC

posted by admin 9:14 AM
Wednesday, July 17, 2019

1. Paid Search Can’t Replace Organic (& Vice Versa)

Paid search and search engine marketing are different beasts.

One is not a substitute for the other.

Each comes with its own strengths and weaknesses.

Paid search, for example, is really good at driving non-branded traffic to your website.

Here’s a classic PPC scenario: The user knows nothing about your brand. They search for a product they want to buy.

Your ad displays at the top of the search results page. The user clicks on your ad to see what you have to offer.

In so doing, they get more familiar with your brand and move further along the conversion path.

Can organic search do this? Perhaps.

But even the highest ranked organic search result won’t display at the top of the page.

At best, your organic listing will display in the middle of the page.

At worst, your listing will be many pages deep.

Similarly, organic search is really good at driving branded traffic to your website.

A classic SEO scenario: The user knows your brand. They search for your brand name.

Your site shows up at the top of the organic search results. The user clicks on your listing and goes to your website.

Can PPC do this? Yes, which is why you should also bid on brand in PPC.

But what if your ad is the only thing that displays – with no organic listing? That could cause the user to question the legitimacy of your brand. So ideally, you’d have both.

Both of these tools bring strengths to the table. Why wouldn’t you want both of them working for you?

2. Neither SEO nor PPC Is Free

A common argument against PPC is that it’s expensive. You have to pay every time someone clicks on your ad. And if your accounts are professionally managed, you have to pay for that too.

But as any SEO expert will tell you, SEO also takes time, money and expertise.

If you want it done well, you’re going to have to pay for it – whether you’re paying an in house SEO manager or an outside consulting firm.

3. It’s Not a Zero-Sum Game

Sometimes people make the mistake of thinking that SEO versus PPC is a zero-sum game. If you stop investing in one, the other will pick up the slack and vice versa.

But I’ve rarely seen that happen. SEO and PPC won’t typically cannibalize each other. Instead, they draw their results from different pools.

This is a point we made with a client recently.

The client is working with an SEO agency. This isn’t unusual. In fact, we welcome this arrangement because we know good SEO will help drive PPC results and vice versa.

But in this case, the SEO consultant was encouraging the client to drop PPC entirely in some markets. His was going to pump up his organic efforts in some of our lower performing locations, so advertising would no longer be necessary (he says!).

Let’s see what would happen if our client accepted this recommendation.

In 2018, organic drove 29% of sessions for this client, generating 22% of the leads.

Meanwhile, PPC drove 43% of sessions, generating 55% of the leads.

PPC drove 43% of sessions and 55% of leads in 2018Now let’s jump ahead to mid-year 2019, where the company has invested heavily in SEO.

To date for 2019, organic drove 28% of sessions, generating 22% of the leads.

Meanwhile, PPC remains relatively unchanged. It drove 46% of sessions, generating 55% of the leads.

In 2019 YTD, PPC drove 46% of sessions and 55% of leadsAs you can see, the results are trending the same for this year as last year.

So what would happen if we suddenly stopped advertising in these markets – even with this renewed investment in SEO?

Would SEO somehow pick up the slack and deliver all those PPC leads? It doesn’t seem likely.

4. Statistics Can Be Deceiving

In the “competition” between SEO and PPC, proponents of one side or the other will often trot out findings to support their case.

But you have to look at these stats closely before you reach any conclusions.

For example, one of our other clients had an SEO consultant who wanted them to stop PPC advertising entirely!

He based his argument on his “finding” that PPC traffic was suffering from bad site engagement when compared to SEO. Therefore, he argued, the client should put all its marketing dollars there.

We weren’t sure where the SEO consultant was getting this information. Because we were seeing something very different on our side.

Eventually, we suspected he had overlooked the fact that most of the PPC traffic was coming in via call only campaigns.

As you may know, traffic generated by these campaigns isn’t directed to the client website at all, which would explain low engagement numbers!

This recommendation might have been well-intentioned. But it was based on incomplete information.

Ironically, there was another important metric the consultant ignored altogether: new visitors.

PPC drove 2,958 new visitors YTDFor this client, PPC drove 2,958 new visitors YTD.

In contrast, organic drove only 1,246.

What would happen to all those PPC-driven new visitors if you stopped advertising?

Most likely, you would lose them.

So when you see people arguing either for or against PPC versus SEO, make sure they’re looking at all the relevant information.

5. Look Beyond Traffic to Leads & Conversions

While we’re on the topic of numbers, let me also point out that many of the statistics floating around on the internet would also benefit from a closer analysis.

For example, a 2014 study from Conductor (an SEO company) stated that organic search is responsible for 64% of all site traffic, while paid search generates only 6%.

What are they trying to infer with this statistic? That SEO is more effective than PPC? Probably.

But I see two problems.

  • First, that organic search traffic number would include traffic generated by every possible kind of search inquiry – including searches where ads wouldn’t display at all!
  • Second, and more importantly, is traffic really the goal? Or should we be more interested in leads and conversions?

Because you could get all the traffic in the world – but if you’re not getting leads or conversions out of it, what’s the point?

For the original article click here: https://www.searchenginejournal.com/seo-vs-ppc-forgotten-truths/315147/#close

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

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Financial Advisors Hiring Coaches For Internet Marketing and SEO

posted by admin 12:22 PM
Wednesday, July 3, 2019

-Having the right help to get you on the right track can be hugely beneficial. As a financial advisor, there are great opportunities to build substantial income and net worth.

-Make sure you hire a marketing coach who specializes in the financial services industry, as it can be a complicated field, and making an uneducated move can harm you more.

-What can a marketing coach do? A marketing coach should start with a marketing review.  Sadly, many financial advisors don’t have one at all!

If someone is trying to lose weight, they often hire a workout coach. Looking for a job? People turn to a career coach. Trying to better their life overall? Many people seek the help of a life coach. So, why, when it comes to successful Internet marketing for financial advisors, wouldn’t you turn to a marketing coach for help? Having the right help to get you on the right track can be hugely beneficial.

As a financial advisor, there are great opportunities to build substantial income and net worth. If your current business growth and lead generation are not meeting expectations, perhaps the strategy you are using to add new clients needs a refresh.

A coach can help put you on the right track. But just like with any coach, make sure you hire the right one. If you’re looking for a yoga instructor, you wouldn’t hire a coach who specializes in cross-fit. In other words, as a financial advisor, make sure you hire a marketing coach who specializes in the financial services industry, as it can be a complicated field, and making an uneducated move can harm you more than help you.

Some marketing firms offer consulting services that can help you develop a successful strategy that is based on the best practices of hundreds of financial advisory firms.

What Can A Marketing Coach Do?

A marketing coach should start with a marketing review. This should include reviewing your current website, any free offers and the lead-nurturing campaign you currently have in place – sadly, many financial advisors don’t have one at all!

The right coach should then create a custom program for you that focuses on your ideal clients and services. Marketing strategies are not a one-size-fits-all process. A good program should be tailored around your skill set, resources, market, strengths, budget and goals.

If something is working, it shouldn’t be changed. The focus should be on what is not working.

Marketing Challenges

There are two big marketing challenges that we see:

  1. Financial advisors do not have enough new prospects to talk to each month.
  2. Financial advisors have a tough time differentiating their firm from others, which makes it difficult to stand out in a crowded field.

With the right experience, a marketing firm can address both.

The financial services industry is a field that’s rich with information and relies on the written word for marketing and client communications.

The written word is needed for:

  • Website content
  • White papers and eBooks
  • Blogging
  • Drip emails
  • Performance reports
  • Market outlooks

Someone has to write, edit and optimize this content so it earns the highest ranks in a Google search, attracts your ideal clients and then provides them with the information they’re looking for. Content also needs to be shared by the right people and on the right platforms to resonate with your clients.

Should the person who oversees all of these details really be you?

Best Use Of Your Time

As a financial advisor, the best use of your time is connecting with clients once they come in the door; not marketing to get them to the door! Your time should be spent on activities that make you the most money.

  • Producing financial plans
  • Investing client assets
  • Meeting with current clients

Your time should not be spent:

  • Writing various types of content
  • Updating your website
  • Emailing leads who are not yet ready to use your services but will be in the next five to 10 years

In our experience, there are 4 primary types of written communications for Internet marketing for financial advisors:

  1. Information about financial topics
  2. Information about financial advisors in general
  3. Information about a financial advisory firm
  4. Information about a specific financial advisor

These are questions most investors have, so it’s crucial that a financial advisor offers all four types of information – digitally! Investors are turning to the Internet to find, research and eventually hire a financial advisor, so Internet marketing for financial advisors is a must.

Savvy investors trust what they see more than what they hear. This is why they are turning to the Internet to see for themselves the claims that advisors may make over the phone.

For the original article click here: https://seekingalpha.com/article/4273050-comes-internet-marketing-financial-advisors-consider-coach

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

Comments Off on Financial Advisors Hiring Coaches For Internet Marketing and SEO

The Top 5 SEO Mistakes Made by Marketing Agencies

posted by admin 11:58 AM
Monday, July 1, 2019

Reboot Online audited the top 30 ranking marketing agencies including itself, to discover the marketing and SEO mistakes being made.

The 5 most common SEO issues found were:

  • 70% of agencies had a poor page speed- the average score given was 41
  • 63% of agencies had a lack of internal linking
  • 57% of agencies had undesirable pages indexed by Google.
  • 52% of agencies had pages containing thin content.
  • 47% of agencies had pages poorly optimized for keywords

Other honorable mentions, so to speak, include:

  • 33% of agencies have a poor backlink profile.
  • 27% of the firms were revealed to have copied content from other parts of the web.
  • 20% of digital marketing agencies had poor meta titles (especially for service landing pages).
  • 20% of agencies hadn’t updated their blog in over 6 months.
  • 17% of agencies had no ‘about us’ page.

For the full audit click here: https://www.rebootonline.com/blog/seo-audits-30-top-marketing-companies/

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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6 SEO Tips to Boost Your Law Firm’s Traffic

posted by admin 12:13 PM
Tuesday, June 25, 2019
uncaptioned

Tackling the world of search engine optimization and organic traffic may seem overwhelming. Here are some techniques that law firms can use to effectively boost their organic search rankings.

1. Identify And Target Specific Keywords

Using a tool like Google Analytics, review your site’s organic traffic sources and the keywords that are driving the most traffic to your website. From this list, cross-reference what keywords have high search impressions. Now you have a list of great terms to target.

We typically target primary keyword and secondary keyword phrases. Primary keyword phrases are phrases that page content focuses on specifically, such as “DWI lawyer New Orleans.” Primary keyword phrases will drive the bulk of your content. Secondary keyword phrases, such as “DWI penalties in Louisiana,” relate to primary phrases. They may be more niche, but they provide traffic too. Targeting high-competition primary keyword phrases may pay off in the long term, but in the short term, they may not help you rank well, which is why it’s beneficial to create a plan for targeting both types of keywords.

Here are a few ways you can effectively incorporate keywords into your website:

• Write content that naturally includes primary and secondary keyword phrases. Mention your primary keyword phrases at least once on each page, but also make sure to incorporate alternatives.

• Add internal links that specifically target your keywords into the content on related pages.

• Use your keyword phrases in hashtags on your firm’s social media pages.

2. Achieve Perfect On-Page Optimization

Check your current page content to make sure it’s up-to-date and includes the following:

• An SEO-friendly URL: Use short keyword phrases in your page URLs (e.g., DUI or DUI lawyer).

• Authoritative outbound links: Include in your page content links to articles on authoritative sites, and avoid linking to competitors. For example, law firms can link to court cases, court websites, local authorities, etc.

• Keywords in your page title: Include keyword phrases in your page title in addition to your unique selling proposition or tagline.

• H1 and H2 tags: Organize your content using headers, and make sure that H2 tags have an H1 tag that they support.

• Social media sharing buttons: Include buttons that allow visitors to easily share your content on social media.

• A call to action in your meta description: Write compelling, action-oriented copy for your meta description to encourage people to visit your website.

• Alt text for images: To ensure compliance with the Americans with Disabilities Act and other guidelines, make sure that alt text (alternative text) is thorough and descriptive. (Learn more about ADA compliance in one of my previous articles.)

3. Build A Content Strategy

A content strategy helps you create sustainable website content that’s engaging, meaningful, cohesive and ultimately appealing to readers. Blogs are one of the most popular ways to build your site’s content. Posting weekly is a good way to maintain fresh content on your site and keep it attractive to Google, and sending newsletters that highlight the latest posts to subscribers can help ensure that your site stays on their minds.

Current content strategy for many law firms includes creating long-form posts that contain 2,000 to more than 2,500 words. Many law firms find that their long-form posts are among their most successful and positively influence their ratings.

4. Attract High-Quality Links

Getting links to your site on other high-quality sites can significantly improve your SEO. A great way to do this is to participate in guest blogging on other sites. You could pair up with other industry leaders or even volunteer for advice columns where your attorneys participate in “ask a lawyer” posts.

Infographics are another great way to attract links and can help break down complicated information, making it more digestible for audiences. If you create and design an infographic, you can request that other companies embed it on their site with a link to your site. The general idea behind this type of sharing is that people will find the visual information useful and share it with friends and family or on their social media sites.

5. Monitor Site Performance And Update

Regularly monitoring your site’s performance and continuing to optimize it is critical. Websites require frequent updates to make sure that they’re running at peak performance levels.

Here are some helpful tips to ensure that your site maintains peak performance.

• Stay up-to-date on analytics. Your site’s analytics provide valuable insight into your bounce and conversion rates. If you see that some pages have low engagement and high bounce rates, work to improve the content on these pages by incorporating videos (more on this below) and more valuable information.

• Fix 404 pages. If your site has several 404 pages, find the errors on these pages and correct them.

6. Use Videos

Videos can help your website rank higher. Place videos at the top of the page, which can increase the length of time visitors spend on your page, decrease your bounce rate and further engage your audience.

Here are several great ways for law firms to use videos:

• How-to and advice videos: Create how-to videos or videos where attorneys share advice so your clients can gain a better understanding of your firm’s attorneys and practice areas.

• Q&A videos: Have an attorney answer commonly asked questions on video.

• YouTube videos: Upload your videos to YouTube, and link them back to your site.

In conclusion, if you’re looking for more ways to boost traffic to your law firm’s website, start with researching keyword phrases, optimizing your webpages, building a content strategy, attracting high-quality links, monitoring your site’s performance and using video.

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

Comments Off on 6 SEO Tips to Boost Your Law Firm’s Traffic

In a recent article from Website Magazine, they wrote that according to SundaySky’s report, “The State of Video In E-Commerce,” that nearly 50 percent of the top online merchants have “no significant” video presence. It seems these merchants are really dropping the ball.

Online videos can give merchants much higher conversion rates on a huge range of products. Plus, as far as SEO is concerned, videos rank higher in search results than other types of content, plus they typically drive in more traffic.

On YouTube, for example, 16 percent of the top 50 online merchants had fewer than 10 videos on YouTube, only 34 percent had between 100 and 1,000 videos on YouTube.

SundaySky, the leader in dynamically generated video, suggests that retailers use videos for everything in their catalogs, and syndicate the videos to Facebook as well.

Read the entire Website Magazine story: The State Of Video In E-Commerce.

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