Category

Search Engine Optimization

Case Study Spotlight: McDowells

a desktop computer displaying the mcdowells specialty repair website.

At Social Eyes Marketing, we love working with local businesses in our community! The team at McDowells Specialty Repair is a great asset to the Treasure Valley. They are highly skilled in so many different areas, and showcasing their diversity on their website is just one of the many things that they have trusted us to do for them!

Services Provided

The Problem

When we built a new website for our friends at McDowells last spring, their existing content was good…but we knew we could make it great. McDowells is known valley-wide for their skills at furniture repair and antique restoration, and we felt that their rankings should reflect that!

Our Solution

Using SEO industry best practices, we conducted extensive keyword research and implemented high-quality content updates. Along with a strong PPC campaign, we wanted to achieve strong organic rankings; we built the web page content, created an ongoing content marketing plan, and then let the algorithm have at it!

The Results

Unlike PPC, SEO doesn’t take effect overnight. As the months passed, our hard work started to pay off and rankings increased. Within a year’s time, McDowells began to dominate the first four positions on the SERPs for the targeted keywords…including holding the number one unpaid spot for furniture repair in Boise!

 

 

In Conclusion

At Social Eyes Marketing, we take our work seriously. We will never make false or unrealistic claims to our clients and use proven strategies to achieve real results. If, like McDowells, you’re ready to go above and beyond paid advertising and get to the real work behind search engine optimization, give us a call today. Our local SEO gurus are ready to help you put your business on page one!

Why Not To Google Your Own Business

dont google your own business

It can be tempting to Google your business to ensure you are appearing in the search results, check your ranking, and view your ads from a consumer’s perspective. However, making this a habit can hinder your efforts and subsequently create more work for yourself, or your marketing team. Outlined below are a few reasons why you should not Google your own business.

#1: It can wreak havoc on your PPC campaign.

With any small business, budgetary constraints are a real factor when considering your marketing strategy. Google Pay Per Click (PPC) advertising can account for most of your budget and as such, your campaign needs to operate like a well-oiled machine.
One factor that Google takes into consideration when determining your ad quality is something called “click through rate,” or CTR. Each time your business is searched but your ad is not clicked your CTR is reduced, giving Google the impression that your ads are not relevant to the search intent. This will eventually lead to an increase in ad cost and a decrease in position within the search results.

#2: It can skew your perception of performance.

It is more than likely that there are hundreds of keywords, both long and short tail, that are relevant to your business. Assuming you conducted adequate keyword research prior to selecting your chosen words for your paid campaign, it is probable you rank considerably well for those specific keywords.
However, because there are so many, it is nearly impossible to rank for each one. Additionally, your paid ad will only appear for the keyword or keywords you bid on. If you Google your own business using a keyword you think is relevant to your service(s) and do not see your ad, it could lead you to believe your ads are not performing well.
Rather than using Google search to determine your ads performance, check the analytics. There is even an option to view your current ad as it appears in the search results on both desktop and mobile devices.

#3. Search Engine Optimization (SEO) takes time.

SEO is a strategy that primarily focuses on ensuring your business, or services offered, appear near the top of the page within the search results. Google is consistently updating their algorithm and as such, SEO efforts can take quite some time to yield fruitful results. This is precisely why many companies opt to focus efforts on using paid advertising, coupled with SEO techniques.
Producing content and then searching for that content shortly after is likely to lead to disappointment if it does not rank quickly. Revisiting our previous point of skewed perception, you can often feel defeated if you do not see your blog, video, post, etc. ranked highly in the search results. Keep in mind this is a slower process, but completely worthwhile once your content begins ranking. It is a great way to establish your company as an authoritative presence within your field.

At Social Eyes Marketing, we are here to help our customers get the most out of their marketing efforts and strategy. We not only offer expert advice, but we are also here to ensure campaign performance is exceptional. Give us a call today to discuss how we can help!

Creating An SEO Plan For Your Business

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If you are looking to increase traffic to your website, SEO is your solution. Optimizing your business will have many benefits, but it is important to know the right plan to take in order to be resourceful with your time and money.

Step 1: Understand SEO and Its Benefits

The first step in optimizing your website is to understand what exactly SEO is and the benefits it can provide for your business. SEO is an acronym for Search Engine Optimization and is used to drive traffic to your website. So how does optimizing your website drive traffic to it? Did you know that 75% of internet users never scroll past the first page of search results? Optimizing your website will ensure that it comes up at the top of search results on search engines. No matter the size of the company, your website will benefit from using SEO.

Step 2: Set Goals for Your Business

In order to understand how to optimize your website, it is essential that you know exactly what you want to achieve. Are you trying to gain more clients? Are you trying to develop clientele in a wider location range? Or are you trying to reach a wider age range? Identifying your goals will ensure that you can develop an SEO plan specific to your business.

Step 3: Consult with a Marketing Specialist to Determine How Your Goals Can Be Achieved

The last step in creating an SEO plan for your business is to consult with a digital marketing specialist to determine how your goals can be achieved. Marketing pros have extensive experience in identifying what type of optimization will benefit your business the most and achieve your goals.
Consulting with a marketing specialist will help you determine if you need to need to increase links to your website, utilize PPC, incorporate more keywords into your website, or apply a different technique to optimize your website. Your SEO-savvy marketing professional can also help you decide the best route to take since they have experience with all types of companies.
By following each of these steps to create an optimized website, your company can increase traffic to your website and accomplish all of your marketing goals. Social Eyes Marketing is here to help you with this process or any other marketing needs that you may have. Contact us today for more information or with any questions!

Why A One Page Website Just Won’t Cut It

a one page web design won t cut it

When you’re a business owner, one of your most important assets is your website. We live in a world where digital marketing is not only the key to survival, but it provides the needed platforms to see your business flourish. Your web presence can often be the first interaction a potential customer will have with your business, so ensuring that you have strong, high-quality web design is essential to the success of your company.
While it may be tempting to save time and cut a few corners by just creating a simple landing page for your customers to find and directly contact your business, a one-page website is not only a web design eyesore…it’s an SEO nightmare!
Read on to learn why you should upgrade to a multi-page design in your web development.

Poor Navigation

You think that nothing is more frustrating than coming across one long web page that you have to scour to find the information you are looking for. And then it gets worse: there’s the option for a navigation menu, and all it does is scroll you down the page!
Poor website navigation can actually significantly hurt your business, so for such an easy fix, why wouldn’t you just make the adjustment? By adding a few extra navigation pages, you make your site more bot (i.e. search engine) friendly, as well as making it easier for your customers to find the information they need when they need it. An added bonus? Those pages will load much faster!

Limited Keyword Space

Keywords are the bread and butter of onsite search engine optimization. When you limit your website to one page, you limit the potential for keywords, which can leave your business in the dust of your competitors. Keywords provide you with searchable terms for potential customers looking for your services, so missing keywords can leave glaring holes in searches, especially in local markets.
When you add extra pages for your SEO guru to work with, you can incorporate those keywords without painfully obvious keyword stuffing…and keep all of your content accessible and relevant for your customers.

Fewer Opportunities for Linkbuilding

Another thing that shrinks with your website’s size? Your opportunity for linking. Linkbuilding is an important SEO tool to use when building your website. When you only have one page, it minimizes the potential for outside sites to link back to you…and also takes away from your own link utilization, as you can’t link relevant content in each section if you only have one URL!
Another tool for linkbuilding that you lose when you have a single-page website? Additional content creation for a blog that would also boost your online presence and can provide a valuable resource for connecting with your customers!

Ask the Web Design Experts

When in doubt, reach out!
If you aren’t sure if you’re utilizing the space of your website to its fullest potential, contacting a professional web development team can give you the confidence you need to make the adjustments; you’ll see your traffic (and profits) skyrocket.
Contact the web design professionals at Social Eyes Marketing and let’s get started on making your website dreams a reality!

Case Study Spotlight: Knight Plumbing

person using the knight plumbing website for their plumbing emergency

Knight Plumbing has trusted Social Eyes Marketing with their digital marketing for quite some time now. When the time came for the company to upgrade to the next level through its website and ads, our team was excited to help!

Services Provided

  • Website Development
  • SEO
  • Google Ads
  • Video Production
  • Reputation Management
  • Professional Photography

The Problems

The old Knight Plumbing site, while still performing well, was a little out-dated by new standards and wasn’t converting to the ability we knew to be possible. SEO can be super tricky for “plumbing” since it is such a competitive field in Boise and the surrounding Treasure Valley area, but we wanted to see if we could also ultimately boost rankings in that department.
Meanwhile, the Pay-Per-Click (PPC) ads for Knight Plumbing were converting pretty well, but we knew that there was potential for even more conversions…as well as an extended reach. So we decided to do something about it!

Our Solutions

When building the new website for Knight Plumbing, we wanted to boost visual appeal and functionality. Our web development team really nailed it: the design is bold and authoritative, drawing attention to professional business photography and local testimonials, emphasizing the company’s community connection. While keeping our goal of a higher conversion rate in the forefront of the design plan, we focused on utilizing clear calls to action (CTA’s) throughout. We also fiercely analyzed existing SEO and used industry best practices to keep content fresh, high quality, and relevant.
When approaching Google Ads, our experts integrated the already existing, successful campaigns into the new website. They also implemented some new types of ads to aid in potential conversions, as well as utilized new tracking technology to better understand user engagement. To expand the brand familiarity of Knight Plumbing, we also implemented new display campaigns to reach a larger audience than had previously been targeted.

The Results

We think it’s pretty obvious that the results speak for themselves. Analytics show that both the number of users and their individual pageviews are consistently higher this year than they were in 2019, and appear to be following an upward trend.

Conversions are also up, with nearly 58% of converted traffic sourced through those new ads! Comparatively, the total conversions generated from direct search has dropped from 33% in 2019 to just under 9% in 2020; showing that we must have done something right to increase that outreach.


And as for those ads themselves? Their performance shows just how well our experts know the industry! The growth and increased frequency of clicks have helped cement Knight Plumbing on the maps for Treasure Valley locals.

In Conclusion

The Team at Social Eyes Marketing are digital marketing masters. From web design and development to ad campaigns, SEO to business photography, there is no finer firm in the Treasure Valley. If you think your website could use a little sprucing up or you are in need of a little PR or reputation management, contact us today and watch the results blossom!

Case Study Spotlight: Upright Chiropractic

laptop depicting the upright chiropractic website

At Social Eyes Marketing, we make a difference for our clients. When Upright Chiropractic came to us in Spring 2019, they were looking for a little bit of help developing their web presence. What they hadn’t expected were the outstanding results they would see after our work!

Services Provided

The Problem

Having just opened in 2018, Upright Chiropractic was facing many of the usual challenges for a new business. Knowing that they needed some kind of web presence, they had already created a website to hold their domain, but they knew it needed a little work…so they called in the experts!

Our Solution

We took the stepping stones they had provided with gratitude, and our web design team gave their site a full-body makeover. While maintaining focus on page speed (the site loads in 2.4 seconds and receives an A grade on GT Metrix) and an appealing aesthetic, some of our points of attention included:

  • Followed existing branding guidelines
  • Used clear calls to action (CTA’s)
  • Focused on incorporating local imagery
  • Utilized family-based imagery to promote whole family healthcare

The Results

When the new site launched May 16, 2019, the impact was astounding. Not only is the site highly responsive, but the mobile capabilities match the desktop, with easy “tap-to-call” buttons to make it convenient for patients to get in touch!

Over time, site traffic has been consistent and strong! By utilizing the best SEO practices in the construction of their site, it is easier and more convenient for their target clients to find them than ever before.
In fact, the team at Upright Chiropractic happily boasts 40+ new contacts each month from Google searches, which is an outstanding number for their industry!

The Testimonial

We believe that the best evidence for our work comes from the satisfaction of our clients. Dr. Erickson had some words he wanted to share to show you how we’ve helped their practice soar!

In Conclusion

The team at Social Eyes Marketing has both the knowledge and the skillset to accommodate any of your digital marketing needs. Whether you need a little work on your website as was the case here, need a boost in your social media management, or need professional video and photography services, contact us today to join Upright Chiropractic in marketing success!

E-A-T: The SEO Trend You Need to Know

google seo

Google E-A-T: no, it’s not what’s for dinner!
With all the acronyms today, it can be a little hard keeping them straight! But when it comes to the future of SEO (Search Engine Optimization), E-A-T is one you’ll want to know.

What is E-A-T?

E-A-T is an acronym used by Google in it’s Quality Rater Guidelines (QRG) that is a way to “grade” your site and web presence. Considered a high priority, as it is mentioned 135 times in the 167 pages of the current draft of Google’s QRG, this is a way to test the quality of your content. By using E-A-T, the team of reviewers is ranking your site based off of the overall Expertise, Authority, and Trustworthiness you exhibit through your content.

Expertise

To display your expertise, you will want the author of the content (or owner of the page, if you are not creating the content yourself) to have the appropriate education, qualifications, and/or life experience to support your claim to be an expert on your subject/industry.

Authority

To establish your authority, you and/or the author will need to be recognized as an expert in your field not only by your audience but also by your professional peers. Reviews, testimonials, and quality backlinking can prove vital to establishing your authority.

Trustworthiness

To show your trustworthiness, you need to build credibility with your audience by the accuracy of your content, your transparency, and your reputation. Listing awards your business has won, recognizable brands that you have worked with, and staff introductions including headshots and qualifications all help to boost the trust of your audience.

The Future of SEO

While the Google algorithm itself may not be able to judge the quality of your content using E-A-T, there is a clear indication that E-A-T is the direction that we are looking at in the future. By knowing this, you can get ahead of the game and start optimizing the quality of your content now, so that when Google does figure out how to include it in the algorithm, you will maintain your rankings. As an added benefit, your client base will not only be grateful for your attention to detail, it could also grow!

4 of the Most Important Recent Google Algorithm Updates

google updates SEO scaled

As an SEO marketing company, we are under the control of the search engine god, Google. There have been many updates over the years. Some have affected SEO more than others and oh boy, have we noticed! Here, we will be analyzing some of the most recent Google updates and their impact on search results.

January 2020 – Featured Snippet Update

The featured snippet update by Google restricts URLs that are shown in the featured snippet from being shown again in the top 10 organic results. Hence, anything in position “0” will not show up again below that. Position 0 is placed above all other organic positions and is a very valuable place for your website to rank for.

January 2020 – Broad Core Update

It is only a few times a year that Google rolls out broad core algorithm updates. So the first one in 2020 is quite a significant update to keep an eye on. Broad core algorithm updates bring about larger fluctuations in SERPs as opposed to regular core updates. Google suggests that the best way to recover from a broad core algorithm update is to continue to create and build high-quality content. Broad core updates are always focused on providing greater search results for users. Sometimes this can significantly rock the boat for webmasters who aren’t up to date with all the latest web design trends and algorithm changes.

October 2019 – BERT Update

Perhaps one of the largest updates that spread like wildfire among the SEO community was BERT. BERT stands for Bidirectional Encoder Representations from Transformers. According to Google, the new BERT update will impact 10% of search results across all languages. This is quite a significant amount considering that Google processes 40,000 search queries every second. Because of its significance, it will be added to the notorious list of algorithm updates by Google like Panda, Penguin, Hummingbird, and RankBrain. As mentioned before, Google is constantly updating to provide better search results for users. BERT will be analyzing words in relation to one another in a sentence as opposed to one word at a time. Thus, Google is making strides to understand the context of a search. The update affects 1 out of 10 organic search results and brings greater significance to voice search.

June 2019 – Diversity Update

As you may have noticed, differing pages of the same website rank in the top 10 organic search results. Similar to the snippet update in January 2020, the June 2019 Diversity Update provides more diverse search results aimed to combat this. Thus, you usually won’t see more than 2 results of the same website in the top results unless it’s especially relevant for a particular search. Google stated that “Site diversity will generally treat sub-domains as part of a root domain. IE: listings from sub-domains and the root domain will all be considered from the same single site. However, sub-domains are treated as separate sites for diversity purposes when deemed relevant to do so.”

SEO Experts

All this talk about SEO and Google can become overwhelming. Luckily, there are marketing agencies that specialize in this exact area. Social Eyes Marketing is a local Boise marketing agency that offers SEO services. We also offer much more, but we won’t go into depth. If you find that your business is not ranking well on search results, give us a call or fill out one of our forms. It’s important for your business to be noticed; just think about how many times you use Google to find a product or service!

A Blog’s Purpose: Why Your Website Needs One

website blog wordpress

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

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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.