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A Blog’s Purpose: Why Your Website Needs One

A laptop opened to the “post” section on wordpress where someone is writing a blog in the test box.

Have you ever gone to a website and seen a “news” or “blogs” section and wondered why they have one in the first place? Well, conveying the purpose of that section can be a little tricky, so I’m here to tell you why it’s necessary and how it’s actually helping their business.

1. Blogs Bring More Website Traffic

You’ve probably heard of the fancy phrase “search engine optimization” or SEO. Blogs are an important piece of the greater SEO puzzle. This is because they aim to provide useful up-to-date information with keywords weaved in. Google likes this because it is constantly scouring the internet for the most relevant and fresh content out there.

When your website has a blog with content posted every month, it acts as a source of fresh subject matter for Google. Therefore, Google is more inclined to put your company’s website in front of searchers. The more people your website is in front of, the more traffic it will get.

The added use of keywords within the blog makes it so people who ask Google questions like “Why does my website need videos?”, receive the answer through the blog that is on your business’s website. If they find the answer through your company’s website then the more likely you are to rank higher in Google search results.

If you don’t think Google is that smart, well I’m sorry to tell you that it sure is. Google wants only the best of the best content for searchers. If your company can provide that, then you will see a huge ROI.

2. Blogs Make You an Expert Resource

Your website needs to have a blog because it provides information about the industry you’re in. People search for you to find out more about what you can offer. When they find that you have loads of information to provide for them, you build trust. You want users to know that you are an expert at what you do or sell. A perfect way of doing this is by sharing your knowledge through blog content.

A person who knows what they’re talking about is credible and reliable. Consumers will use blog information to determine if your business is worth investing their time and money in. All you have to do is explain to them why you’re worth it. Do this by giving consumers the right amount of information without giving away all your secrets.

3. Blogs Create More Value & More Shares

A blog provides more value to your website. It’s easy to want to spam LinkedIn or other social media networks with your daily deals and sales, but what about other information? A blog is social media share-friendly and does not come off as too promotional. Plus, if a reader enjoys what they’ve learned, they will share it with their network and their network may share it too.

4. Blogs Make Your Website Healthy

Your website’s design and functionality is a huge factor in overall website health. But how do blogs help? Well, one of the main points of a blog post is to engage users. The longer users are engaged, the more likely they are to explore other areas of your business’s website. After a while they may become intrigued by the information you provide and will want to visit more often.

If people are exploring your website, they will find out more information about your company and the services it provides. The longer they stay and explore, the lower your bounce rate, and the higher the possibility of them converting. The more your website is “healthy” the more Google rewards you by placing your website at the top of search results.

5. Blogs Focus on Consumers

Blog content is solely focused on targeting your company’s audience. For instance, our SEO package at Social Eyes Marketing involves creating content specific to your business and its consumers. You don’t want to brag about your business in all of your posts. Instead, offer to be the solution to their problems. A great example is if someone were to ask, “What does an Internet marketing company do?” and then you provide the answer…But you also subtly promote your company within the content as well.

A blog section aims to provide 4 main things for Consumers:

  1. Entertainment
  2. Information
  3. Answers
  4. A Sense of Community

Once you master these, your blog will become an integral part of turning readers into loyal customers.

Boise SEO Services

Hopefully, now you understand the gist of why you are seeing a “news” or “blogs” section on company websites.

Blogs on your website are like we’ve said, an integral part of SEO. By providing your readers with useful content, they are more likely to trust your business and stay on your website. Google will also trust you too. At Social Eyes Marketing we provide blog content as part of our SEO services so that your company’s website lands on page 1 of Google search results. By trusting an internet marketing company in Boise, your company is receiving the proper care and attention that larger firms fail to provide. So let’s chat!

How PPC and SEO Work Together

words written on a chalkboard in white chalk that says words like SEO, content, social media, and online marketing.

Quick Definition of SEO and PPC

What is SEO? What Is PPC? Well, SEO is known as search engine optimization which is a method to increase your company’s consumer traffic on the internet through the use of keywords and phrases on your website. Proper SEO allows your company to rank high on Google search results so you show up as one of the top-ranked web pages when someone is searching for something. PPC is known as pay per click, which is when the advertiser pays the publisher a certain amount based on the number of people who view the ad and click on it to find out more information. PPC places your website at the top of Google Search results.

How They Work Together

SEO and PPC work together to get the job done. Without SEO, PPC would not be effective, and vice versa. Search engine optimization leads to more traffic because it’s made to target specific phrases and keywords. This way, potential clients are lead to click on the organic search result that is hopefully your website. The organic search result is the non-paid result. A PPC ad will have the “Ad” label next to it.
SEO takes time. For a smaller business trying to break into a highly competitive field, it can take several months before your company’s website starts to rank well on its own. This is where PPC comes in.
PPC is the quickest way to increase visibility and put yourself right at the top of Google search results. You just have to pay for it. PPC is a great way to jumpstart your car, while SEO is the accelerator. If you use the right targeted keywords in both your PPC ads and SEO efforts, then you are set to succeed.
Mind you, PPC does not have to be a long term game if you don’t want it to be. Once you’ve established enough trust with Google to rank well organically, you can shut them off. Your organic traffic value would have increased enough to where you do not need to be paying as much as you do for PPC ads. Reckon, this isn’t always a good idea if you are wanting to target new or small niche keywords and don’t have to pay an arm and a leg.
PPC’s goal is to get you more clicks so more people are visiting your website. The more clicks, the more opportunities for consumers to purchase your product or service. Thus, it will create more revenue for your company and the ROI will be worth it.
These two things work together to increase revenue and bring more traffic to your business.

If It’s Not Done Correctly

As helpful to one another as SEO and PPC are if they are not done in an effective way then you won’t see an increase in revenue. Your website also won’t show up in search results. Here at Social Eyes Marketing, we have experts that specialize in SEO and PPC. Using the right target keywords and phrases unique to your company can make or break how effective SEO and PPC works for you. With our team of experts, we can create a presence that is unique to your company and is directed towards the right audience.

SEO Pros and Cons

Search engine optimization has its pros and its cons just like everything else. Some of the pros for SEO is that it creates a higher rank for companies on search engines so you get more viewers overall. SEO is overall the way to gain new clients and grow your business organically.
The cons of SEO are that it takes time to see results so you have to be patient but the results will come. It will take awhile for you to see the results for your business which can be why people do not want to keep investing time and energy in it. But without SEO you will not have the opportunity to grow. SEO may take time to see results but in the end, you will have positive results.

PPC Pros and Cons

Pay per click also has its pros and cons but like SEO they can have a positive result with time. The pros are that is can give you faster results than SEO and it allows you to track your ads so you can personally see the results. PPC can have local exposure as well as global exposure so your business can gain views from a larger variety of possible clients.
The cons of PPC are simple and similar to other cons of marketing. First of all it is not free, therefore it is an investment. They can also be complicated and a pain to set up, but with our help at Social Eyes Marketing, we’ll make sure your company is making the most of it.

Reap What You Sow: Why Good SEO Is Like Gardening

A laptop with SEO on the screen

SEO, or Search Engine Optimization, is the key to business success in the digital age – but we don’t need to tell you that. Any marketer knows that getting your site to the top of results pages is a tricky task and yet one that always delivers. So, what is the secret to mastering these three little letters? And how on earth is it like gardening?

Recommended reading: Why Your Small Local Business Needs A Website

Mary, Mary, quite contrary… how good is your SEO?

You should always begin with keywords, the simplest ingredient of SEO when considering your content. Think of them as the seeds to grow your garden of success. Instead of picking the right plants for the right soil, you’re choosing the right words and phrases for the right audience. Ask yourself the following questions:

  • Who is your audience?
  • What information do they want?
  • How do they search for it?
  • In what format do they want it?

Knowing the answers to these questions will allow you to connect with the people who are searching for your solutions, and it all starts with keyword research. This process, whilst intensive, is crucial for your SEO success.

Thankfully, there are plenty of online keyword research tools you can use to streamline your keyword research.

One of the most popular SEO research sites, Moz.com, boasts a free research tool with over 500 million keywords. This helps you discover the average search volume for certain words and phrases or alternative, less competitive keywords.

Seasons and competitors

You would never plant sunflower seeds in the middle of winter, would you? They just wouldn’t thrive at that time of year. In the same way, you need to adapt your SEO as the seasons change.

Your audience will be searching for different things in different months, and your keywords need to reflect this. For example, if you’re offering a limited-time deal or product for the festive season, it’s useful to know that Christmas-related Google searches spike in volume from October through to December.

A little preparation goes a long way: you can prepare yuletide content months in advance, then give it a big push at the right time.
Sunflowers are not only a summer plant, but they also shouldn’t be grown in close proximity to one another as they won’t reach their full potential. Similarly, if your webpage is overcrowded by your competitors on a results page, you won’t achieve the highest volume of traffic.

There are two different strategies to combat this: target the keywords which are used less and therefore have less competition, or deliberately use the same words that have been successful for your competitors and make your content better. The former takes advantage of their missed opportunities, whilst the latter is a more aggressive approach.

Creepy crawlers

Crawlers may sound like something you don’t want in a garden, but when it comes to SEO you definitely do. They are bots used by search engines that scour the internet, scanning billions of webpages for links, keywords, website freshness and more.

Once the information has been collected, it is indexed, which makes it searchable for users. Google’s search index contains hundreds of billions of web pages and is well over 100,000,000 gigabytes in size.

Optimizing your environment

A crawler-friendly website isn’t just about good, keyword-heavy content. It also needs to be formatted correctly. This includes:

In your garden, consider this providing your plants with the right environment to flourish; canes for the sunflowers to cling to and prevent them from wilting, for example. Correctly formatted web pages hosted by a trustworthy provider allow crawlers to easily index your site.

Pruning the dead leaves

Just as forgetting to deadhead your flowers will detract from the living blooms, allowing content on your webpage to grow outdated is an SEO no-no.

If your ‘latest news’ is from two months ago, or the ‘monthly special’ expired weeks ago, you will be giving your audience a bad impression and they are not likely to stick around.

Showing that your website is on top of its content and can communicate well will earn you repeat visits.

SEO expert Cyrus Shepard recommends that when you update a link on your website, you should also update the text around it. This way, search engine crawlers will detect bigger changes to your page, deeming it to be fresh.

Bring in the backup

If all else fails, you can always enlist professional help. Imagine you’d given your garden all the nurture you could, yet it still wasn’t yielding the results you wanted. You have some spare capital, so you decide to invest it by employing a gardener.

SEO agencies are the landscapers of the digital marketing world. They are experts in their field and can offer you audits, content and more to direct traffic to your site. Social Eyes Marketing, for instance, offers expert SEO knowledge that will help you hone your website to Google’s exacting standards.

This option is perfect if you’re serious about SEO as a marketing channel. While it’s not a necessity, getting in an expert gardener to sort your website’s garden out is well worth it for the return on your investment.

Reaping the rewards

So, how is good SEO like gardening? It’s really quite simple: you reap what you sow. Love your garden – sorry, website – and it will love you back.

Plant the correct seeds (keywords), at the right time and in the right place. Make it crawler-friendly by perfecting your environment. Prune away what is old and unnecessary, and don’t be afraid to bring in the professionals if you need to.

Nurture your SEO and your traffic will flourish. By using the right tools and expertise, you’ll be left with a bountiful result.

Become Anything but Meek with This Trend Report

Insights for the Fall from Mary Meeker’s 2019 Internet Trends Report

The summer is a peak season for digital and internet specialists. While we don’t normally associate these warm months and hot sunny days with the technology industry, there is an almost overwhelming amount of conferences, conventions, and information releases that take place. Fortunately, we can spend the beautiful summer days to sift through all of these details for application and practice during the remainder of the year.

One of the biggest names in the world of internet technology is that of venture capitalist, Mary Meeker. She is most known for her annual ‘Internet Trends Report’. Based on its reliable track record in anticipating trends in marketing, stocks, purchasing, and internet usage, It is released every summer.

For those of you who don’t use Meeker’s name on a daily basis, we’ll give you a quick rundown on the “Queen of the Internet”.

Who Is Mary Meeker?

There isn’t a shortlist of Mary Meeker’s career highlights because, arguably, every step of her career has generously impacted the industry. Some of her foremost achievements are:

  • 1981 DePauw University B.S.
  • 1986 Cornell University M.B.A.
  • Merrill Lynch stockbroker
  • Morgan Stanley analyst
  • Annual ‘Internet Trends Report’ beginning in 1995
  • Lead Management Team for Google IPO in 2004
  • Kleiner Perkins Caufield & Byers partner from 2010-2018
  • Executive Board member for Docusign, Square Inc., and Lending Club
  • Released ‘USA Inc.’ government business analysis in 2011
  • Founder and partner of venture capitalist firm, Bond Capital, since 2018

In her Internet Trends Reports, Meeker has also supported the now-proven success of the following stocks: Dell, Microsoft, Intuit, Netscape, AOL, Amazon, Yahoo, eBay, and Google.

2019 Trend Breakdown

While much of Meeker’s analysis is centered around statistics and information, she does release her own educated assumptions and predictions based on the hard facts she gathers. Fortunately, for us, this leaves us with information that can track what will be best for you, your consumers, and your partners.

Based on her research, these are six of the biggest trends within the realm of digital marketing:

  1. 51% of the world was active on the internet in 2018
  2. One-quarter of adults were “almost constantly online”
  3. Images are driving online communications; over half of Twitter impressions involve images
  4. Internet ad spending increased by 22% in 2018
  5. American digital media usage increased 7%, an average of 6.3 hours per day
  6. Advertising is an increasingly expertised area due to a rise in industry regulation

Application within the Industry

With these key insights from Meeker’s 2019 report, the industry cannot only address the needs of the consumers but also improve the market for your business. Understanding user outreach, engagement, and retention to adapt current practices will boost your business’s success and longevity.

New precedents have been set based on the statistics mentioned. Look into the best ways to integrate this information into your strategy, whether that’s through high-quality photos, targeted videos, intentional branding, or another aspect of digital marketing. Operating with the trend application in mind will not only improve profits but can also provide heightened accessibility measures for new and existing market segments.

As Meeker addressed, the marketing industry is becoming more specialized and expert-oriented. Don’t settle for ‘good enough’ when there are digital marketing experts out there with the knowledge and know-how to get you in front of the right audience.

How to Differentiate Yourself from Competitors

A cluster of Lightbulbs, one being lit to be different

“Risk more than others think is safe. Dream more than others think is practical.”
— Howard Schultz, CEO of Starbucks

A business is built on an idea. This idea is what drives our risk. Stand out from the rest, don’t be afraid.

Be Different

The way your business is portrayed to the public relative to your competitors is a constant battle for any small business. Most people expect to gain traction right away, some businesses are even making ditch efforts to go “viral” with any sort of content they have. In the marketing world, not only do marketing agencies have to market for their clients, but they also must be consistent marketing themselves. Here are some tips on how marketing businesses differentiate themselves from the rest:

1. Don’t be too Broad

One way to stand out from the rest is to be an expert in one area. You may find that this one area is what is lacking across the board for other marketing companies. It’s better to be excellent at one thing, than mediocre at everything. If your business can pump out some high-quality results, then you can build a loyal client base on one factor, and then you can offer more features down the road.

2. Read the Reviews

It’s easy to put up the curtain and focus on what only you think is best for your business. However, there are many other people out there who have their opinions and are not afraid to share them. Especially in social media marketing, it is important to make a connection with your audience and clients. Building this relationship maintains your reputation and shows that you care what others think. If you can find your strengths and weaknesses through the use of reviews and client feedback, then you are on the right track for finding your area of strength.

3. Stir the Pot

As the quote mentions, risk more than others think is safe. This tip takes some more courage and willpower to stand above others. Being different in a controversial way has been a tactic used by a lot of companies such as Gillette. With their recent ad they may have lost out on some customers, but they built loyalty with others that share the same values they do. Sometimes digging into the heart of your business’s values will spark controversy, but in the end, it will reassure you that your business is making noise above the rest.

4. Emphasize Uniqueness

Try emphasizing your companies’ value through unique offers or catchphrases. Sometimes this can be environmentally friendly initiatives, high-quality equipment, or special offers. Whatever your marketing business does to stand out from the rest is a great focus to push. When you push this uniqueness people will begin to catch on to your repetition. This can prove to be a great way to differentiate yourself from other marketing agencies. If you offer something, no matter how small, that your competitors don’t, then customers are driven to engage with your business more.

The Sea of Marketing

The word “marketing” is a very broad term alone, so it can be just as hard to be a unique marketing agency. Boise marketing agencies are gaining more traction due substantial population growth, but they are also facing challenges differentiating themselves from each other. If you think it’s hard for a marketing agency in Boise Idaho, imagine how it is in larger cities. Hopefully, you’ve gained some inspiration or motivation to stand out from the crowd in this flooded market. Market your values, your beliefs, and build a business that attracts that type of audience.

What does SEO mean?

Two Men Planning a Website's SEO on a Clear Whiteboard

SEO is short for Search Engine Optimization. SEO is the process of driving traffic to your website from search engines through organic search engine results. The idea is to drive quality traffic in high quantities to your website. There are a variety of SEO techniques that are used to enhance the ranking of a website in search engine results pages. We will talk more about these techniques throughout this article.

How exactly does SEO work?

Search engines have crawlers that gather information from content all across the internet. These crawlers use algorithms to match data with your website. It is a fairly complex system with a lot of factors involved when it comes to the sorting of websites on search engines. Keep this in mind: user-friendly websites will usually rank higher if the search engine decides that the site is easy to read and navigate.

SEO vs. SEM

When it comes down to it, you have Search Engine Optimization (SEO) and Search Engine Marketing (SEM). The key difference here is that SEO concepts revolve around organic results – in other words, these are free search results. SEM uses paid services, such as Pay-Per-Click (PPC) advertising. Basically, you are paying the search engines to increase the visibility of your website when you use SEM. It all comes down to the approach of your business – either organic SEO or paying for services with SEM.

What is Organic Click-Through Rate?

Organic Click-Through Rate is the percentage of searchers that click on a search engine result. In other words, it shows you how often a person will click on your search result after it is viewed. There are many techniques that a Search Engine Optimization company can implement that will help improve organic click-through rates. We will talk more about that in the next section below.

What is a Search Engine Optimization Company?

A Search Engine Optimization company can help businesses improve their SEO strategies to better position themselves on search engine rankings. It often requires changes to content, images, coding and other pieces of a company website to improve SEO results. An SEO service is complete with SEO professionals who can properly analyze a company website to implement the necessary changes that will improve the visibility of a website.

What are Structured Snippets?

Structured snippets are ad extensions that allow you to highlight aspects of your product or service. These can basically give your customers a preview of what your business has to offer before they even click on the link. The goal is to entice people to click on the link to learn more. Utilizing structured snippets can help drastically improve your click-through rates.

What is the Purpose of a Google Analytics Report?

A Google Analytics report is a free web analytics service that gives you in-depth detail about the visitors that come to your website. This valuable tool will help you understand where visitors click, how long they stay and other aspects related to their visit. Using this report will help you better shape the strategy of your website if you notice particular weaknesses that show up in the reports.

Why is Web Marketing so Important?

Marketing your business online requires the use of search engines, social media, videos, email, blogging and other such online tools. Fortunately, these efforts allow you to reach a large audience. While you can certainly focus your marketing efforts locally in Boise, web marketing makes it easier to expand your services across the nation. For this reason, web marketing is essential to the modern business. In order to successfully market your business online, it is important to focus on website optimization. Along with SEO techniques, it is important to design your website content in ways that will ensure that it is clear, concise, and relevant to your products or services.

What is PPC Advertising and How Does it Work?

A person building a website on a computer

PPC stands for pay-per-click. PPC advertising is an internet advertising model that helps drive traffic to websites by charging an advertiser to pay a fee whenever the ad is clicked. In today’s competitive online marketplace, PPC marketing is an increasingly popular tool that many companies are utilizing to boost their online marketing efforts.

What is Google AdWords?

Google AdWords is one of the most popular forms of PPC marketing methods on the market. This is an online marketing platform where advertisers pay to display brief advertisements, service offerings, product listings, and video content within the Google ad network. If you have ever seen those ads that show up at the top or side of your screen, those are most likely Google ads.

How to Advertise on Google

Fortunately, advertising on Google is a fairly simple process, though it can take a long time to master. However, by utilizing Google Ads you put yourself in the position to advertise your business to reach thousands, if not millions of people. As we mentioned earlier, it all starts with the Google AdWords platform.

How to Use Google AdWords

Here are the steps to help you use Google AdWords:

  • Sign up for a Google AdWords account.
  • Define your daily budget. You will specify on average how much you would like to pay. You are only charged when someone clicks on your ad.
  • Specify your geographical location.
  • Choose between a Search Network and Display Network. Beginners will usually want to go with the Search Network. Ads will be shown to those who are searching for keywords related to your business.
  • Pick out your keywords. You can choose around 20 keywords that will allow your ad to pop up when someone types in those words in relation to your geographical location.
  • Select the amount of money that you are willing to pay per click.
  • Create your Google Ad.

What is CTR?

CTR stands for click-through rate. CTR is a ratio that shows you how often people click on your ad after they see it. CTR is a good tool to help you understand if your keywords and ads are working well or not. Increasing your company’s CTR should always be an ongoing initiative!

What is PPC Management?

PPC Management is when a marketer oversees a company’s PPC strategy. A PPC manager will make sure that your PPC campaign is effective and properly implemented to meet the needs of your business. PPC services will provide ongoing support and strategy to combine keywords, ad messaging and other components to increase your CTR.

What is Conversion Rate?

The conversion rate is the percentage of visitors who come to your website and complete a specific task. For example, this task could be filling out a form or completing an online sale. It all depends on what you need out of your site visitors to define your conversion. At the end of the day, you want that conversion rate to be as high as possible. If it’s a high percentage, then your website is functioning well in a way that gets your customers to achieve the goal that you are attempting to achieve.

What is Return on Ad Spend?

Return on Ad Spend (ROAS) is a marketing formula that tells you the amount of revenue that is generated for every dollar spent on your particular advertising method. The formula looks like this: (Revenue/Spend) = Return on Ad Spend.

What is Customer Acquisition Cost?

Customer Acquisition Cost (CAC) is another helpful formula that will give you an idea of what your business is spending on its marketing efforts. You simply divide your marketing expenses by the number of customers that were acquired during that time period. For example, if you spend $500 and you get 500 customers, then the CAC is $1.

Putting it all Together

A good PPC strategy takes a combination of the components that we talked about here in this article. Implementing tools such as Google AdWords, and following up with measurement, monitoring, and management through analytics will help drive more traffic to your company’s website.

Must Know Brand Marketing 101 for Startups and Entrepreneurs

A man lettering in a notebook

Starting a business can be an incredibly exciting experience. One mistake though is getting overexcited and forgetting about the basics, including brand marketing. A strong brand is vital for any company. It is how you are perceived and judged by anyone that views your business. Here’s how you can start off your brand marketing.

Make your brand stand out

One way to do is read up on the subject and get your hands on a guide to everything you need to know about branding. Branding is big and critical for your startup business so pay heed to professional advice.
Most professionals will tell you that by marketing yourself as a personal brand you are letting potential customers immediately know who you are and who they can trust. On the flip side, if you bungle up and market yourself poorly, it will lead to poor branding and misrepresentation of your business. That’s why it’s important to know what qualities you have that makes you stand out.
Another way to learn is observe and analyze famous brands. For example think of Disney, you’d immediately think of child-friendly movies. The same goes with Intel with high-quality computing equipment, Gillette with affordable razors and Rolex with luxury watches. There is more to these brands than what they sell.

Market to your niche

What’s common about those brands is that they know what type of product sells and who they’re marketing to. Disney wouldn’t advertise outside of a nightclub, Gillette wouldn’t market themselves as a luxury brand and Rolex wouldn’t have a stall in a convenience store.
It’s important to identify who you are and what your brand stands for. This can take some detailed research and patience. Trying to find your unique selling point (USP) is vital, especially if you have a small marketing budget. It’s important to note that winning a small targeted group of people is better than trying to swim and survive in a sea of unknown population.

Combine your brand with marketing

Your brand and your marketing are two separate aspects but are strongly bonded. You have to market with your brand in mind, and you have to develop your brand thinking about how you are going to market it.
So if you market without considering your brand you are going to risk confusing your customers. You need to create a marketing strategy that everyone can buy into in order to give yourself a consistent message across all platforms.

Don’t send mixed brand messages

Today, there are more ways to market your brand than ever before.
Your logo design and name are important so make sure you get them seen across as many platforms as possible. Facebook, Twitter, and LinkedIn are great tools to start with.
Your website can also be vital, as will any app that you have. Blogging is a great way to educate and convince your customers of your brand’s authority, and help your website show on search engines.
Across all these platforms, you want to make sure that you are marketing your brand message consistently in order to start growing your business with a solid foundation.

Final thoughts

Your brand is a powerful piece of intellectual property and you need to protect it at all cost. One bad marketing move and you could cause damage that could take awhile to recover. So pay heed to building your brand from ground zero.

Guest Author Bio
Bill Watson is a digital strategist whose passion is to promote startups and small businesses via online media. He loves creative tattoo designs, dogs and lots of coffee. Connect with him here.

SEO: What It Is and What It’s Not

A person working n a computer to build a website

What does SEO mean?

SEO is short for Search Engine Optimization. SEO is the process of driving traffic to your website from search engines through organic search engine results. The idea is to drive quality traffic in high quantities to your website. There are a variety of SEO techniques that are used to enhance the ranking of a website in search engine results pages. We will talk more about these techniques throughout this article.

How exactly does SEO work?

Search engines have crawlers that gather information from content all across the internet. These crawlers use algorithms to match data with your website. It is fairly complex system with a lot of factors involved when it comes to the sorting of websites on search engines. Keep this in mind: user-friendly websites will usually rank higher if the search engine decides that the site is easy to read and navigate.

SEO vs. SEM

When it comes down to it, you have Search Engine Optimization (SEO) and Search Engine Marketing (SEM). The key difference here is that SEO concepts revolve around organic results – in other words, these are free search results. SEM uses paid services, such as Pay-Per-Click (PPC) advertising. Basically, you are paying the search engines to increase the visibility of your website when you use SEM. It all comes down to the approach of your business – either organic SEO or paying for services with SEM.

What is Organic Click-Through Rate?

Organic Click-Through Rate is the percentage of searchers that click on a search engine result. In other words, it shows you how often a person will click on your search result after it is viewed. There are many techniques that a Search Engine Optimization company can implement that will help improve organic click-through rates. We will talk more about that in the next section below.

What is a Search Engine Optimization Company?

A Search Engine Optimization company can help businesses improve their SEO strategies to better position themselves on search engine rankings. It often requires changes to content, images, coding and other pieces of a company website to improve SEO results. An SEO service is complete with SEO professionals who can properly analyze a company website to implement the necessary changes that will improve the visibility of a website.

What are Structured Snippets?

Structured snippets are ad extensions that allow you to highlight aspects of your product or service. These can basically give your customer a preview of what your business has to offer before they even click on the link. The goal is to entice people to click on the link to learn more. Utilizing structured snippets can help drastically improve your click-through rates.

What is the Purpose of a Google Analytics Report?

A Google analytics report is a web analytics service that gives you in-depth detail about the visitors that come to your website. This valuable tool will help you understand where visitors click, how long they stay and other aspects related to their visit. Using this report will help you better shape the strategy of your website if you notice particular weaknesses that show up in the reports.

Why is Web Marketing so Important?

Marketing your business online requires the use of search engines, social media, videos, email, blogging and other such online tools. Fortunately, these efforts allow you to reach a large audience. While you can certainly focus your marketing efforts locally in Boise, web marketing makes it easier to expand your services across the nation. For this reason, web marketing is essential to the modern business. In order to successfully market your business online, it is important to focus on website optimization. Along with SEO techniques, it is important to design your website content in ways that will ensure that it is clear, concise, and relevant to your products or services.

What Is Digital Marketing?

Digital marketing is the advertising of products or services through digital technologies. Examples of these technologies include search engines, social media, email, and mobile apps. Today’s businesses utilize digital marketing as one of the most efficient forms of communication amongst their customers. While there are many forms of digital marketing, each digital marketing strategy can be customized for a particular target market.

What is a Digital Marketing Strategy?

As we mentioned above, there are many different types of digital marketing approaches. For this reason, it is important for every business to develop a digital marketing strategy that will help advertise the products or services for a particular group of customers. It is essential to narrow down ideas that can be executed within the different arenas of digital advertising; for example, these include content marketing, email marketing, social media marketing, and video marketing.

What are Marketing Analytics?

Marketing analytics are crucial to the development of any digital marketing strategy. The utilization of marketing analytics will help your business to measure, manage and analyze its marketing performance. These results will help you figure out how to be more efficient with your digital advertising methods.

How can a Digital Marketing Agency Help your Business?

A digital marketing agency strives to produce results-based marketing with digital strategies. In other words, traditional marketing strategies (such as cold calling and direct mail) are generally dismissed among digital marketing agencies. The idea is to provide digital marketing strategies through the use of an agency that is made up of digital marketing professionals with years of experience in this field.

B2B vs. B2C

There are two types of models that businesses usually adhere to: B2B and B2C. B2B stands for business-to-business. This is when you sell products or services to businesses. B2C stands for business-to-consumer. This is when you sell products or services to customers in the general public. Every business needs to establish one of these models in order to hone in on the proper type of digital marketing strategy. For example, B2B strategies are much different than those of B2C strategies. With a B2B strategy, the marketing efforts need to be designed in ways that are attractive to a business as a whole, rather than an individual consumer.

How to Develop a Successful Digital Marketing Strategy

Take a look at these how-to steps to help guide your forward with your digital marketing strategy:

  • Set your goals.Establishing your goals will help shape the overall strategy.
  • Evaluate the tools that you have on hand. It helps to understand the framework that you have in place when it comes to digital channels and assets. You can use these digital assets to help get started with your plan. You can add more assets along the way as you develop your plan further.
  • Create a content strategy. Develop your content and establish a landing spot for each piece of content that you develop. Whether it is social media, a video, or website content, an established guide will help you place these content pieces in the right spots.
  • Monitor your results. At the end of the day, you need to rely on analytics to get a handle on your results. If something isn’t working, you need to be aware of the issue so that it can be adjusted in a way that will improve your ROI (return on investment).

Keeping up with Digital Marketing

Let’s face it, technology moves fast in today’s world. Digital marketing is an ongoing component of every business that requires time and dedication. For this reason, many businesses will turn to a digital marketing agency for assistance. These are trained professionals who regularly keep up with all of the latest trends and tactics that are relevant in the world of digital advertising. At the end of the day, digital marketing is all about finding efficient ways to reach your customers. It takes a thorough, well-thought-out strategy to achieve this goal.