If the benchmark for organic search (SEO) success is ROI, the process to achieve this goal begins with a sound link-building strategy. When it comes to link building, it pays to be popular.
Link popularity measures the quantity and quality of websites that link to your site. With link building, relevancy directly correlates to rankings. The more relevant incoming links your site receives, the greater the chances of your site ranking high on major search engines.
Though they are distinctive approaches to search, organic (SEO) and paid (PPC) provide a strong value proposition to users when implemented together into a comprehensive search campaign. Organic and PPC search campaigns drive legitimacy for the user and prospective customer. Click-through rates see increases in these dual search initiatives. For organic and PPC, their significance in establishing an effective search program is their most important similarity.
It is easier to draw distinctions between organic and PPC search. The course your company decides to take depends on your search needs and what you are looking to accomplish in your campaign.
Going organic, via an SEO campaign, enables your search program to generate long-term growth through efficiency. The cost of an organic campaign is far less than PPC. Organic campaigns produce more clicks and give your business, product or service the potential for vast exposure. Organic search engages the user at the “moment-of-relevance”. This is when a user is actively seeking information on a product or service of interest. Going organic maximizes highly relevant traffic while building brand equity and consumer trust.
Setting up and maintaining a successful brick-and mortar business has always presented unique challenges. Offline storefronts are in constant competition with neighboring franchises, co-ops, malls and mega retail chains. In order to stay a step ahead of potential customer foot traffic, local businesses must have a strong online search presence to deliver traffic from the initial search to the final purchase.
For franchises, leveraging search expertise is about more than constructing a website or creating a social media page. In order to maximize the Internet’s revenue-generating capabilities, your company’s online presence must be continually optimized to increase brand awareness and improve sales conversions. This requires developing relationships with search experts to precisely target your audience. These search professionals are able to apply proven strategies that can support your company’s ROI goals.
Local business owners have a results-driven, entrepreneurial spirit and are accustomed to directly dealing with issues that can positively or negatively affect their franchise. It might be tempting to attempt to tackle a search program internally. This should not be your tact. Running a brick-and-mortar shop is complex. So is search. The do-it-yourself approach could end up costing you time and money. It could also adversely impact your online reputation.
Effectively launching and running any search campaign requires specialized expertise. A forward-thinking search team with experience driving results within your industry can tailor a robust paid (PPC) and organic search (SEO) campaign to meet and perhaps exceed your program goals helping you acquire customers more profitably. How do they go about laying the foundation for online to offline growth?
The search marketing landscape has changed dramatically in recent years. Gone are the days of a walled garden between a company’s organic and paid search programs and the rest of its online marketing strategy. Now, there is a recognition by marketers that search, like any form of marketing, must be engaged in a holistic, interconnected manner. It must create measurable results that tie into the whole of a company’s marketing campaign, rather than being off in its own universe.
With that being said, here are five trends from the modern search landscape that will help enhance your brand’s search strategy.
Search is not just for online retailers; it’s for everyone. Online searches influence offline purchases. Forrester Research estimates that more than $1.1 trillion of retail sales in 2011 were “Web influenced” versus $173 billion of actual online sales. This is especially true for considered purchases such as autos, financial services, education, furniture, etc. For example, JD Power estimates 90 percent of potential car purchasers research their purchase online before going to a dealer.
Search means more than Google. It is important to diversify your company’s paid search (PPC) efforts. Google attracts the majority of paid search but Bing and Yahoo are gaining share. Similarly, Facebook appears intent on charging into the search market. But search audiences at Bing and Yahoo differ from Google. In 2012, click-through rates for small and medium sized businesses grew 109 percent for Bing, 123 percent for Yahoo, but only 32 percent for Google. As Facebook emerges, targeting and response rates will likely vary from the other providers. Search success will require the ability to manage all four platforms successfully. (more…)
SMX London is right around the corner, and the conference agenda is packed with some great panels discussing everything from prioritizing marketing efforts to advanced tactical recommendations. Search and social media are two intertwined topics on which there will be a great deal of discussion.
This panel discussion will focus on the implications of Graph Search on SEO, including the opportunities and challenges it will present advertisers and publishers.
As part of the discussion, I will present a history of Facebook advertising as it pertains to the evolution of search within Facebook. I’ll how Graph Search fits into the direction Facebook is going with its search and advertising options. Of course, knowing how and why an advertising medium has evolved can provide some very strong clues into what the future of marketing through Facebook may look like. (more…)
Editor’s note: “A Day In the Life” is a regular editorial series in which MediaWhiz employees discuss their work and lives and how the two interact
Recently, I spoke with Bryan Scheiner, client services account manager at MediaWhiz, to discuss his life as an SEO expert by day and a music blogger by night. Bryan works with a number of MediaWhiz clients to help them develop and enhance their organic site traffic.
When he’s not working out of the MediaWhiz’s downtown New York City office, Bryan is busy with his hip-hop group WeatherPROOF, which most recently released its album “Dirty Naturals.” Away from the stage you can find him honing his blogging and SEO skills at TheBeeShine.com. There, Bryan has recorded more than 1,200 interviews with such artists as Redman, Questlove, 9th Wonder, DJ Premier, Pete Rock and more.
Watch the below video to learn more about Bryan and how MediaWhiz has helped propel his SEO career and his passion as a music blogger.
Today, we released a new eBook on content marketing. Titled, “Content Marketing Like a Pro,” the report outlines the key pillars to content marketing and advises marketers on best practices for crafting and executing successful content marketing programs.
This eBook also provides a framework marketers can use to improve their brand’s SEO and generate leads via a content marketing program.
When consumers first encounter a brand digitally it’s not always the brand’s website that makes the first impression. What makes the greatest impression is the authority of the brand’s website measured by where it ranks when a consumer searches.
Content marketing is a method to build this authority and rank.
SMX West comes to beautiful San Jose, Calif., in two weeks (March 11-13, 2013), and the MediaWhiz search and SEO teams will be there in full force. If you’re in San Jose for the conference, be sure to visit booth #321 to chat with us about our search marketing and SEO products and services. Several of our SEO and search marketing experts will be on site to discuss best practices for improving your brand’s SEO and search marketing campaigns.
MediaWhiz Vice PresidentDaryl Colwellwill take that discussion a step further during his March 11 presentation, “Content Marketing Like a Pro: Tactics and Techniques to Increase Search Engine Visibility.” Here is a brief overview of Daryl’s presentation:
It’s no longer enough to have great SEO for your website. In today’s Google-controlled era of search engine marketing, brands need great content that is engaging, informative and sharable to rank well and generate leads. Join MediaWhiz’s Daryl Colwell to learn about his best practices and techniques to increase your brand’s search engine visibility through content marketing. You’ll come away from this session with a top-10 list of content marketing best practices that the pros use to generate leads and improve their brand’s SEO.
Must-Have Information MediaWhiz will be exhibiting at SMX West, March 11-13, 2013. Meet us at booth #321.
Contact Keith Trivitt for more information or to schedule a meeting with us at the conference.
What to Do in San Jose San Jose is one of America’s most innovative cities. Centered at the heart of Silicon Valley, it is the home to many of the world’s leading technology companies, including Cisco, Adobe and eBay. It also has a vibrant night life and plenty of fun, free activities. Here are some helpful resources you can use to plan your time in San Jose during SMX West.
The Online Marketing Summit has become a perennial favorite for us at MediaWhiz. Often held in a sunny, relaxed city, such as last week’s event in beautiful San Diego, the conference features the best and brightest in online marketing, advertising, search and SEO.
This year was no different. OMS San Diego featured a stellar lineup of speakers, a well-stocked exhibit hall and plenty of attendees to stoke plenty of debates and discussions about the trends shaping online marketing.
And MediaWhiz was right in the thick of it.
Our SEO business TLA exhibited at the conference, holding the coveted first exhibitor spot on the trade show floor. The TLA team spent much of their time discussing on- and off-site SEO strategies with conference attendees, including how to generate and promote content as a means of improving a brand’s SEO.
A packed house greeted Daryl Colwell’s OMS presentation, “Content Marketing Like a Pro”
SEO can be challenging for small businesses. They must compete for the same market share against larger brands that often have more prestige, brand recognition, and consumer affinity.
That doesn’t mean that organic search is out of reach for small businesses as a powerful inbound marketing channel with high potential for return. In order to compete with large brands, small business owners must have an SEO strategy that offsets the often large difference in marketing budget. Because small businesses will not be able to outspend their larger counterparts on media acquisition, they must take a much more targeted and refined approach.
When it comes to short-tail SEO — general phrases with a high amount of search volume — the search engine results pages are dominated by big brands. There is little that a small business marketer with limited budget can do to change these results.
Despite various limitations, small businesses can gain meaningful search engine result real estate with a focus on areas of lowered competition. When geography is taken into account, there is often a much smaller big-brand presence in search results. That opens a window of opportunity for small businesses to gain useful organic search visibility.
Focusing on consumers looking for products and services in specific locales is a great way to limit the competition and give small businesses the ability to gain valuable real estate on search engine results pages. If the business also has an offline presence in a specific locale, there is even more opportunity in targeting these consumers. Consumers trust of a business they can visit in person, which will lead to higher conversion rates. (more…)