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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.

Comments Off on 5 Forgotten Truths About SEO vs. PPC

The Top 5 SEO Mistakes to Avoid in 2019

posted by admin 11:13 AM
Monday, July 8, 2019

Marketers have had to contend with challenges stemming from SEO for greater than 20 years now. According to HubSpot’s State of Inbound 2018 report, 61% of marketers feel improving SEO and growing their organic presence is the top inbound marketing priority.

That may not be shocking since, well, SEO and inbound marketing go hand-in-hand. But the fact remains: SEO is a battlefield, one in which marketers remain at the mercy of Google, for the most part. But it’s not just about pleasing Google, creating keywords and working on backlinks. We’ve enlisted some SEO pundits who offered some tips on going beyond the basics for striking the right chords in SEO land.

Business News | 11 Jun |

As a small business owner, it’s important for you to understand the competition and complexity of the online marketplace.

If you want to promote your business online to get more leads and sales, then there are several methods like SEO, PPC, influencer marketing and many more.

However, SEO is the most effective method to get free quality traffic to your site. In a recent study, it was found that the websites which are in the first position of the search results page received more than 30 percent click-through rate.

Nowadays, running a successful marketing campaign is much tougher than it seems. Most of the businesses are targeting the same set of audiences and keywords; therefore, it’s crucial for you to avoid any SEO mistakes to improve your site’s traffic and overall campaign ROI.

SEO is the success ladder where it becomes vital for a digital marketer to widen up their knowledge and enhance their skills to take their SEO game to the next level.

Here are the Top 5 SEO mistakes every business should avoid in 2019:

1. Not fixing broken links

Broken links are one of the critical factors which can affect your website’s search engine ranking negatively. Hence, ignoring broken links can prove fatal for your site’s growth.

First, let us understand what broken links are?

A broken link is simply a page that doesn’t exist. The page does not cause any problem but the links that are pointing on it.

The search engine bots don’t like to crawl the web pages that return a 404 error code because it wastes their time and resources.

A broken link occurs when a page is deleted which has been linked or when sometimes misspells the URL.

Your website can have internal as well as external broken links which you can analyze with the help of several broken links finding tools.

Once you have made a list of all the broken links, then remove them one by one because this type of fix can bring invisible results overnight.

2. Low-Quality Pages and Content

As a digital marketer, you would have heard the phrase “Content is king.”

Quality content is the one thing that differentiates your business for the rest of the crowd. It includes informational checklists, quizzes, interactive infographics and many more.

If you have a small website, then it is easy to manage the quality of your content. However, if your site contains thousands of web pages, then it requires a lot of effort in providing useful content to the users.

A website with value providing contents is more likely to have brand loyalty and affinity users.

If you try to index a website in Google which provides no value to the users, then you will get this message in your search console.

Google and other search engines might penalize your website without giving any warnings which will hurt the ranking of your keywords.

3. Using Wrong keywords

Keywords are a vital part of any SEO marketing campaign. They help the search engine bots to understand the contents and business goals.

Many small business owners fail to choose the keywords correctly, which results in ranking the website on the keywords which are not profitable.

It happens because most of them skip the vital part of their marketing strategy, i.e., keyword research.

Keyword research helps in finding what the users are searching on the web and how we can benefit from them.

For example, if you have an SEO services website like AmbulanceSEO, then you should target keywords related to SEO, content writing services, link building, local SEO, social media marketing, and others.

There are several keyword research tool available in the market which can be used in finding the relevant keywords for ranking your website like the Google keyword research tool and others.

Small businesses should target low competition and long tail keywords because they are easier to rank in the search engines.

4. Poor Social Media presence

If you want to promote new content, then social media is one of the best places where your website or content can get maximum exposure is less amount of time.

Many businesses make a huge mistake to not be active on social media platforms.

According to a survey, there are more than 1 billion active monthly users on Instagram, and more than 100 million photos and videos are uploaded on the platform every day.

Social media is not only good for getting free traffic, but it also helps in the ranking of your content in the search engines.

Most of the digital marketers will agree to the fact that social signals are an important factor that the search engines consider while ranking the keywords.

A website with high social engagement is more likely to rank higher in the search results page as compared to a site with less social signals.

The best part is you don’t have to be active on all the social platforms available. You can choose only the social media platform, which is best suited for your audience and share useful content.

5. Poor On-Page SEO

There are two types of SEO: On-Page and Off-Page SEO. A lot of marketers spend more time improving the off-page of a website, but they ignore the first.

When you create a web page, it’s essential to optimize the titles, meta descriptions and tags.

Here are some of the common on-page mistakes:

• Not having the keyword in the title and meta descriptions.

• Long titles and descriptions.

• Poor readability of the content.

Your title and description should be unique and engaging, which will make the users click on the link.

For the full article click here: https://azbigmedia.com/business/8-major-seo-mistakes-to-avoid-in-2019/

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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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.

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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.

Comments Off on The Top 5 SEO Mistakes Made by Marketing Agencies

15 Ways To Drive Traffic To Your Website

posted by Frank Buddenbrock 11:07 PM
Thursday, May 16, 2019

Work ON It Wednesday- 15 Ways To Drive Traffic To Your WebsiteThe World is on the Internet- you MUST be, too. That’s where they spend huge amounts of time communicating, entertaining, and searching. Take advantage of this checklist of 15 ideas to drive them to your website. Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

1. ADVERTISE!
Optimize your Paid search, social media advertising, and display advertising opportunities. Research to find which platform works best for your particular business/offer/niche. For some, Google AdWords is  best, for others, Facebook Ads drive the most targeted traffic. Ensure your website’s url is on EVERYTHING- from bus benches to matchbook covers to your company vehicles and all collateral materials.

2. USE SOCIAL MEDIA
Promote content through social media channels. Twitter, Facebook, Google+, LinkedIn. And be social. Here is where you build relationships and friendships and increase your engagement. Be sure to respond to and acknowledge comments and likes. Get the conversation going, and keep it going.

3. WRITE INTERESTING, COMPELLING HEADLINES/SUBJECT LINES
Without a compelling headline or email subject line, your content will never get read. Write several (10-20) headlines to find the most compelling. The only responsibility of a subject line is to get the recipient to open the email. Then it’s up to the email’s interesting copy and call to action to engage the visitor.

4. USE LONG-TAIL KEYWORD PHRASES
Long-tail keyword phrases make up the majority of web searches. These are THE terms your potential customer/client is actually typing into a search bar. Target those phrases in ALL your marketing materials. And positively make use of these phrases in your SEO (search engine optimization) efforts.

5. GUEST BLOGGING
Becoming an expert guest blogger on an authority website will boost your brand. Approach blog owners and offer to share your expertise with their tribe. This will not only build your celebrity, but will also improve your SEO efforts by increasing your internet footprint and providing valuable relevant back links.

6. INVITE OTHER EXPERTS TO GUEST BLOG ON YOUR WEBSITE
Your guest blogger will provide content for your website (that’s one less thing you’ll have to produce), and most likely promote their content on their own website, which could drive additional visitors to YOUR website. It’ll also increase your credibility and notoriety as you associate with a well-known expert.

7. POST CONTENT TO LINKEDIN
Posting content on LinkedIn will boost traffic to your site as well as improve your profile in your industry. Provide and/or share educational and interesting articles to build a growing list of interested readers.

8. INTERVIEW INDUSTRY THOUGHT LEADERS
You’ll be pleasantly surprised how many people are willing to be interviewed- many of them will be flattered that you recognize their expertise. Publish the interview on your website/blog/social media property. Consider recording an audio version and making it a podcast in addition to the written version. Be sure to offer this content to your interviewee for their own distribution.

9. EMAIL MARKETING
Email marketing is still one of the most powerful methods to drive traffic to your website. And it’s one of the most economical- the ROI on a great email campaign could be HUGE. Be sure to develop an ongoing campaign- one-offs rarely have the impact necessary and will cause you to erroneously believe that email doesn’t work.

10. BUILD A COMMUNITY
People love to weigh in on subjects their feel strongly about. Building a community into your website is a great way to begin the conversation. Develop a Facebook group, a LinkedIn group, a monthly MeetUp or create a forum on your own website where discussions can take place. Again, ensure a constant flow of content and conversation.

11. JOIN THE CONVERSATION
Posting comments on relevant websites, forums, groups, etc. can help you make a name for yourself. Post relevant and quality comments. No selling here- use this opportunity to share your expertise.

12. SUBMIT YOUR CONTENT TO AGGREGATOR SITES
Distribute your content to aggregator websites (Reddit, Digg, Delicious, StumbleUpon, Tumblr) to increase your web footprint. Turns out, this is also a valuable SEO backlinking strategy.

13. PRODUCE QUALITY/RELEVANT VIDEO CONTENT
Video content is quickly, if it hasn’t already, becoming the king of content. Video has high retention and is an excellent way to grab your audience’s attention. You get to set the pace and the order in which the content is delivered so you have a lot of power here. When displayed on your website (often on your home page), not only is this a fantastic opportunity to describe your products and services, it’ll also increase the time your visitor stays on your site which is another factor Google considers in search engine rankings.

14. HOST YOUR OWN WEBINARS
Webinars are extremely effective vehicles to impart your wisdom to an eagerly waiting audience. Archive the webinar for future viewing, and promote it heavily to your email list, social media followers, blog readers, etc.

15. SPEAK AT CONFERENCES/WORKSHOPS
Speaking at conferences is an excellent way to establish yourself as a thought leader and to gain significant exposure for your website. Find out from the event producer how they are marketing and promoting the event- discover how you can help. Produce something of value and let attendees know that they can obtain it by visiting your website. Develop a method to capture the email addresses of attendees and market to them post-event.


 

To be sure, there are many more methods to drive traffic to your website, but this list should help to get your creative marketing juices flowing. Here’s to wishing you tons of traffic.

Download your pdf of this checklist and keep it handy to keep you on track as you Work ON your business.

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