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Keeping Up With The Googles

author image Written by: Content Team           Categories - Digital Marketing

googleIn today’s world, search engine optimization is a battleground…of sorts. Web marketing agencies and SEO companies scramble to keep up with search engines and their new algorithms. But don’t fret, there are a number of things you can do to substantially improve your SEO yourself. Try these tips and see the difference they can make. A key function of a web marketing agency is to provide its clients with the proper tools, knowledge and means to create a strong, long lasting online presence.  Working with a web marketing agency or SEO company can dramatically improve your search engine optimization (SEO). Today, search engines such as Google and Yahoo are constantly updating their algorithms; making SEO much more difficult, finicky and challenging. This is why it’s so important to work with these agencies in today’s world. Web marketing agencies are constantly evolving and adapting, if they didn’t they couldn’t survive. Content over Ranking Many companies fixate over their rankings on search engines, but I’m here to tell you “don’t stress”. If you want to improve your SEO you must first improve your content. As we all know, web content should be well-written, interesting and include many applicable keywords, but that’s just the beginning. Your website should be very organized, well labeled, and easy to navigate. When I say this I mean you should have relevant titles, categories and subject headings on your pages. This way your webpage can be easily categorized by search engines. Being properly categorized improves the chances of your web page coming up in a search. Once these adjustments are made your ranking will follow accordingly. Focus on your web content and your ranking will rise. These are the very methods an SEO company would practice when working with a client. Here are some simple SEO tips you can apply yourself, be your own web marketing agency! Five Tips for Improved SEO 1. Properly utilize the description field. Be sure to use as many relevant key words as possible. Get straight to the point: who you are, what services you offer and what you can do for them. Be descriptive, but not too flowery; just keep it simple and relevant. 2. Keep URLs simple. Short and simple is the key to creating effective URLs. Use applicable keywords just like you did in the description field. Here is an example for an SEO company: www.LetsSEO.ca 3. The importance of social media. Your company can use social media to refer customers to your website. This is called “a referral visitor”.  This is an easy and effective way to convert social media followers into potential clients. 4. Use analytics. Analytics is a great way to see who’s visiting your site, and for how long, and what they’re looking at.  If you were to approach a web marketing agency for help, one of the first things they would do is run an analytics program on your site.  This is SEO 101, every SEO company uses analytics. 5. Take advantage of free SEO tools. There are a number of free SEO tools on the web you can use to ensure your webpage is up to par. These programs offer services such as: page indexing, SEO audits, keyword generating, analysis of keyword performance, and much more.

Content Team

Finding the Right SEO Company

07/04/2018

Top Signs You’re Not Getting the Most Out of Your SEO Marketing Agency

The most common shortcoming among small businesses often involves how they navigate their online presence. Whether it’s the created content or the strategy employed to drive traffic, companies are in a constant state of adjustment trying to keep up in the quest for audience capture, leads, and sales. We get it. Finding competent SEO/marketing companies can be daunting. Auditing the results of a campaign often reveals a lack of effective targeting, or that substandard content drove away new-found traffic immediately. Is the value of your SEO company measured through strong analytics and high-quality marketing materials working in tandem to secure long-term results? Here are some key indicators businesses should look for when they evaluate a digital marketing agency.

A man in a white shirt sits outdoors, holding his head in his hand in stress or frustration.
Stressed out searching for reliable SEO agencies? Don’t worry, we’ve got your back.

Signs You Need a DMA

Let’s be honest, driving traffic isn’t just difficult, it’s often a complete mystery to most entrepreneurs. Business owners want to see results, but knowing how to interpret those results is just as important as their performance. Maybe your traffic is high but you don’t retain any of the potential customers you capture. Worse still, you may not be getting any meaningful traffic at all. Your company’s brand is important, and support for that brand ultimately determines your company’s success. Without the right digital marketing agency, your obstacles become clear, and finding a DMA that suits your needs has never been more urgent, especially in the digital marketplace. Watch for these red flags when evaluating  any DMA:

Overemphasizing Keywords and Rankings

When examining the value of your brand, sometimes an agency will inflate the importance of using the right keywords and high search rankings. While those two points can be important, the real indicator is how they translate into leads and new business. Placing greater emphasis on results often separates the run-of-the-mill SEO specialists from the professionals who complement rankings with actual results.

Substandard Written Content

The adage is true: content is king. Compelling storytelling and information is the backbone of any decent SEO campaign, helping to retain site visitors through quality writing that respects the audience. ‘Filler content’, or content created without consideration for long-term customer retention, is a waste of time and money. Your agency should have the depth to not just get potential customers to your site, but to keep them there as well.

Poor Client Relations

If content is king, then communication is the foundation of the monarchy. Digital marketing can be very complex for the average client, creating a tangible need for regular updates. Not being on the same page is a prerequisite for the unprofessional. This serves as a litmus test for finding a company unwilling or unable to evolve strategically.

Slow Turnaround

Missed deadlines are not the end of the world. Sometimes it means an SEO agency is making adjustments and improving the services they represent. But sometimes an agency has run out of ideas and lack the organizational prowess to communicate shortfalls. Your confidence in a digital marketing agency relates directly to how quickly and effectively they can boost your brand. That confidence breaks when timelines stretch or become incompatible with your overall digital strategy.

Empty Promises

Sometimes it becomes crystal clear that instead of dealing with a digital marketing agency, you’ve just stumbled upon a company with silver-tongued salespeople. They may have wowed you at the beginning, promising an overhaul of your digital needs that will translate into tangible results, but often what you’re left with is a company without the needed follow-through to achieve those milestones. A good rule of thumb is to create intervals during a campaign to assess and evaluate progress. When you determine your needs aren’t being met, it’s time to change agencies. A bad agency can set back a company for months, sometimes years through incompetence and a lack of vision.

What Does an Effective SEO Company Look Like?

A good agency, one that shows a genuine interest in the success of your brand, is tantamount when striving for digital success. Below are some of the key ingredients an agency should have before selecting them to represent your company.

Impressive Portfolio

One of the easiest ways to determine the effectiveness of a digital marketing agency is through their past successes. Companies who clearly demonstrate a proficiency for audience capture and retention bode well. Don’t forget to look under the hood, either. For example, take the time to read the content they’ve created before deciding on a company.

A blackboard with various social media markings on it is covered with stick notes with dates and times.
Attention to detail, including deadlines and schedules, is a must.

Solid Customer Service

A good agency can be measured by how well they communicate with their clients. This compulsory characteristic means your agency will be just as likely to communicate when things are booming as they would when times are slow. Robust communication means transparency, and maintaining a high-level of professional interaction will boost confidence and assist present day and future successes.

Realistic Goals

We all want miracles when traversing the landscape of company growth, but we also want to partner with an agency who can give us the goods realistically. Reputable agencies, rather than promising success overnight, will incrementally forecast positive results for each stage of your digital campaign. This approach should boost your overall confidence in your SEO company. It demonstrates they are more interested in a long-term relationship.

Customized Service Packages

If there ever was a counter-argument for a ‘one size fits all’ approach, it is digital marketing. A competent agency will have the ability to customize packages for individual clients, focusing on the unique characteristics and approaching all facets of a campaign through the lens of that customization.

Speed and Efficiency

While you expect your SEO firm to be smart in how it approaches your company’s unique set of goals and expectations, you also need to stake claim to a market share that will keep you in business while keeping your competitors nervous. A smart strategy often relies on quick implementation, allowing your company to put competitors on notice. You’re a threat to their market share! The last thing any company wants is a strategy that ends up harming their brand. Finding the right SEO company is like finding the right part for your car – you won’t go anywhere using parts that don’t fit, but you are likely to soar when you find something compatible.

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Is it Time For Your Business to Rebrand?

05/25/2018

Improve Your Business and Grow with These Rebranding Tips

Rebranding is an effective way to reach new audiences, intrigue existing ones, and stand out from your competition in the ever-evolving marketplace. It’s also a good way to give your brand a new start, especially if your current brand is stale or tarnished. But rebranding isn’t as easy as changing your name and logo. A lot of work goes into effective rebranding, such as market research, website design, and smart digital marketing. You’ve got to make sure it’s done properly if you want to improve your business’ success and growth. If your current brand image no longer works for you, it’s time for a brand refresh. Here’s what rebranding actually means and how to do it with the help of a web marketing company that offers affordable SEO.

What Are the Signs You Need to Rebrand?

Businesses often choose to rebrand to address and remedy issues their brand is facing. They must first find out what is working with their current brand and what is not working. So why do you want to rebrand your business? Here are some possible reasons why:

  • Your brand image could be tarnished because it is associated with poor customer service or poor-quality products.
  • Your target audience has changed, and you need to update to keep their interest and business.
  • The competition is taking more than its fair share of business from you. You must evolve and innovate to stay ahead of the competition, and rebranding is an effective part of this evolution.

Remember, you don’t have to change everything about your brand if some aspects are still working. If you’ve received positive customer feedback about some of your products, services, or messaging, don’t fix what isn’t broken. Rebranding must address the core issue or issues affecting your current brand image. Use your time and resources to address what needs fixing. If it’s poor customer service, then focus your efforts there. When you find out what’s going wrong, you can develop a solution and branding efforts to match. But if you’re not keeping pace with the competition, then you need to evolve all areas that have fallen behind in your business.

A man designs logos and fonts for web marketing efforts.
From fonts to logos and everything in between, don’t forget the details in your rebranding efforts.

More Than A Name Change

A name change can be a big part of rebranding, but it shouldn’t be the only thing you do. Remember, any changes you make must reflect a greater change in your business principles. You need to: look at your overall strategy and offerings; redefine your target audience; and, create new products and services that appeal to your target audience. Your new brand identity and core messaging need to be aligned with:

  • Website design
  • Brand philosophy
  • Enhanced product offerings and services

Doing Your Research

Using data and customer insights, you can find out what makes your product resonate with your target audience and use these insights to create your brand messaging. You should also do competitive research to see how your competitors are branding themselves. You can take their best ideas and make them your own.

The 5 R’s of Rebranding

Animated image of the letter
Rebranding the right way!
To help you get a grasp on your rebranding and start brainstorming ideas, consider these 5 R’s of rebranding: Revitalize – Develop a new, fresh, and compelling story/message for your brand. Reposition – Change your perception/reframe your purpose or unique selling proposition. Rename – Change your business name to get rid of a bad reputation or to better represent your business. Redesign – Align your design with your brand identity and make it modern. Rebrand – Use all of the elements above to start rebranding your business.

Your Rebranding Checklist

To help you overcome the challenges of rebranding, here’s a checklist to ensure your new brand identity reaches everyone.

A person fills out a checklist in their rebranding guide.
When in doubt, keep a checklist.

✓ Inform Stakeholders

Let your partners, staff, clients, and other business relationships know well in advance about your plans to rebrand. Build up the rebranding for your audience. And welcome feedback from stakeholders to let them in on the rebranding process.

✓ Identify Your New Brand

When choosing your new business name and brand identity, you need to develop a brand architecture. This will help when you’re working with designers and an outside web marketing company. Factors to consider when identifying your brand include:

  • The story you want your brand to tell.
  • Your target audience.
  • Your brand’s long-term goal and whether your new identity will grow into it.
  • Whether your new brand look will fit in across digital platforms and internal content.
  • Whether the URL, trademarks, and social media handles are available for your new brand name.

✓ Update Your Digital Presence

Update your website, social media, and third-party sites with your new brand name, logo, imagery, font, colours, content, and contact information. Remember to:

  • Review links to new pages;
  • Update your business listings in search directories;
  • Refresh SEO terms and keywords;
  • Update metadata on webpages—titles, descriptions, image tags; and,
  • Send updated brand logos and titles to affiliated partners who link to your site.

✓ Announce Your New Brand

Introduce your new brand to the world with a blog post or news announcement explaining the change. Also post about your new brand on social media every so often for the first three to six months following your brand rollout to remind customers about it. And make sure to tell your brand story to appeal to your audience—i.e. how your new brand will change their experience with your company in a positive way. But also make sure you don’t leave behind any brand equity/value with your old brand. If you offer something people love, make sure to keep it while also providing new offerings.

✓ Update Your Brand Internally

Don’t risk looking unprofessional by keeping your old brand letterheads and business cards. If you’re going to rebrand, you must go all the way, both externally and internally. This includes updating:

  • Internal documents—i.e. forms, contracts, and applications
  • Signage
  • E-mail signatures
  • Name badges, business cards, and stationery—i.e. letterheads, cover sheets, and folders
  • Word and PowerPoint templates
  • Presentation decks

To make sure your rebranding has a seamless execution and is ultimately a success, you’ll need the help of rebranding pros. A web marketing company can cover web design, content marketing, social media marketing, competitive research, and effective SEO marketing strategies. With the help of the pros, the daunting task of rebranding will be a smooth transition for you and your business.

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