Why Your Company Needs a Search Engine Optimization Service

author image Written by: Content Team           Categories - Digital Marketing, SEO Tips

index If your company has or wants a presence on the Internet, you need a search engine optimization service offered by a web marketing agency – particularly if you don’t have anyone in-house who has the ability to perform these duties. A search engine optimization service is what is going to help you rank high on the search engine results page, so that potential customers and clients can find you online. Search engine optimization, or SEO, is a complex algorithm formed by the big wig search engines like Google. The algorithm changes all of the time, which is why it is so important for companies to be able to keep up with the latest updates. Knowing these updates help them to stay at the top of the search results page. Many companies simply do not have the resources to be able to keep up with these updates, so they hire a professional web marketing company. A web marketing agency can do more than simply provide search engine optimization advice and services. They can handle your online presence completely. They can start by providing you with an analysis of your current keywords and identifying where improvements can be made. By finding out what keywords you should be utilizing, you can increase your visibility and profitability. Many keywords are very competitive – however there are also many keywords that are often overlooked. These are the keywords that will be identified during your search engine optimizations service and these are the ones your company should be going after. Once your keywords have been identified, the web marketing agency can then help you implement them on your website in a natural way. A search engine optimization service is an on-going process – it doesn’t stop once the new keywords are identified and utilized. Web content will need to be refreshed and tweaked as time goes on, so that your company can continue to climb the ranks on the search results page. Your site will also need to be continuously optimized as Google makes changes to their algorithms. A web marketing agency will be knowledgeable in the latest practices and techniques to help you stay current with Google’s updates. If you want to be found on the Internet by current and prospective clients and customers, you’ll need to have a proficient web marketing and SEO strategy in place. Unless you have the resources to be able to do it in house, it is recommended that you contact the professionals to get the job done for you.

Content Team

Finding the Right SEO Company


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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Designing for Three Levels of UX


How Marketing Companies Use Design to Improve User Experience

Design guru Donald Norman once said, “Good design is actually a lot harder to notice than poor design, in part because good designs fit our needs so well that the design is invisible.” The beauty and mystique of design is that it works in ways we’re not always conscious of. Design affects us on deep emotional levels, influencing behaviour without us ever noticing. Good design plays a major role in effective marketing strategies. User experience, or UX, is subject to massive scrutiny and attention to ensure optimal results. Marketing companies focus on creating user-friendly designs that are easy to use, and that shape user behaviours on a subconscious level. UX designers focus on pleasant, intuitive, and memorable experiences to get users to convert and return in the future. In fact, in his book Emotional Design, Donald Norman delved into these subtler aspects of UX. He refers to the three levels of design, three key ways in which it affects us without our knowledge. Understanding these three levels can help designers and marketers create emotional responses in website users. Careful application of these lessons can help influence product purchase decisions, CTRs, and conversion rates. But what are these three levels, and how do marketing companies make the most of them in UX? Let’s take a closer look:

Visceral Design—Gut Reactions, Lasting Impressions

It’s good advice when it comes to UX design!
They say not to judge a book by its cover, but it’s the first thing humans do, instinctively. It’s a gut reaction, and the first emotions users experience when they encounter a design reflects this. These are visceral emotions, better known as gut reactions or instincts. Visceral emotions are subconscious. They are immediately felt, triggered by the initial sensory experience with a design, and are beyond our conscious control. These sensory experiences are influenced by design aesthetics, such as look and feel and how they engage our senses. This is the first impression your design will make on users, so it must be excellent. Malcolm Gladwell refers to this as “the blink,” that moment in which we create a snap judgment of something. This gut reaction influences everything from product credibility and quality to ease of use. In fact, a more attractive design that elicits a positive response will likely be considered easier to use. Creating a compelling design that sets your users at ease and instills confidence is a challenge but pays dividends.

Behavioural Design—Delivering on the Promise

Behavioural design influences how users interact with your site, and how they respond to frustrations.
Frustrated users are typically experiencing issues with behavioural design.
After visceral emotions, users experience behavioural emotions. This refers to the user’s experience with the function and usability of a given design. Users develop opinions on how easy the design is to learn, to use, and overall functionality. User experience will always run on a learning curve. Functionality must always start simple; overly complex functions too early on could scare away a user. A single bad experience, after all, can quickly outweigh all the positives you’ve created for a user. For example, say you’ve developed a professional-looking site that conveys confidence and respectability. Then say the moment a user takes an action, functionality falls short. It’ll be hard to rebuild the trust created by that gut reaction, as behavioural responses are starting to form. Behavioural design may be the most meaningful aspect of these three levels of design, more so than the visceral, because users develop an opinion informed by experience. It goes beyond the emotional and into the practical and pragmatic.

Reflective Design—“Now that I think about it…”

Reflective design refers to how a user will think on and assess a design after the fact.
Like The Thinker, your users will reflect on their experience after they’ve left the site
Design and user experience continues when the user logs off. People keep thinking! Their experiences stick with them, and users will reflect on these experiences when the design is no longer in use. If you’ve done your homework, they’ll develop positive associations and familiarity looking back at your site. It’s a challenge, but guaranteeing form and function operate hand-in-hand ensures your users will be left with a positive experience. Users will determine, independently, if the design will have any positive impact on their lives, attaching value to it if it does. This is where UX designers can maximize a user’s desire to continue using the design, which is to say, buy the product. Positive associations when reflecting on a design include:

  • Beauty;
  • Pleasure;
  • Satisfaction;
  • Ease of use and impact on the user’s life; and,
  • A bond with the product.

While designs that elicit positive experiences cause users to disregard minor downfalls, negative experiences will cause users to focus on everything that is wrong with the design. Marketing companies and UX designers work hard and consider every aspect and level of design. For true success, users must enjoy positive experiences throughout their journey, from the very first impression all the way to the end after they’ve completed a conversion.

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