11 Dec 2018
by bescoto@aol.com
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Options to Appear on Google Search

There are 3 ways to appear on Google’s front page search results. These are as follows:

  1. Google Ads, typically the first 4 and last 4 entries on a Google Search page.
  2. Google my business listings, shows the top 3 business listings in a maps section in the geographic area being searched or where you are searching from.
  3. Google natural or organic search results

Please see the image below for the different sections on a typical Google search:

In the above image we searched for solar solutions Midrand. (Midrand is a suburb/town). First to appear is the Google Ads section. We covered Google Ads in the previous article.

Above is the Google maps section – or Google My Business Listings. Please note it is essential to be the first 3 that appears here – very few people click on “More places” to see more of these listings!

The process to appear here is called local search engine optimization, and takes some months to appear as one of the top 3 listings.

The last section to appear, are the Google “organic” listings. To appear here involves a process called search engine optimization. This can take months, or even more than a year, depending on the competitiveness of keywords.

For this search, JM & Sons Solar appears in each of these sections.

A great strategy is to run Google Ads in order to immediately generate leads, while search engine optimization is done for the Google My Business section and organic listings.

To find out what would work well for your business, contact us by filling in the form.

online marketing

Making Sense of Online Marketing Options

Do you often get confused between the myriad of different digital marketing options? How do you figure out what will work best for your business or practice? How do you navigate between the advantages and disadvantages of the different channels and strategies?

In this series we will be covering each of the following and more to help you work out what is best for you:

  • Google Ads, Bing Ads
  • Facebook Ads
  • LinkedIn
  • Search Engine Optimisation
  • Local Search Engine Optimisation
  • Press Releases
  • Social Media Management
  • Content Marketing
  • Email Marketing
  • Video Marketing – YouTube, Facebook
  • Webinars

Some of these overlap and it could get really confusing.

online marketing

The first thing you need to decide to get clarity on a strategy, is the following:

  • Who is my ideal client or customer? What do they look like? What are their pain points, or what makes them excited?
  • What makes my service/products different? Why would anyone buy from me?
  • Where do my ideal clients/customers hang out online?
  • Where am I likely to find them?
  • Do they search for my type of services, and if so what are they likely to Google?
  • How much can I afford to pay for a new client/customer, and what is the initial and life time value of a new client/customer?
  • Do I sell to businesses (B2B) or consumers (B2C)?

These questions are important to answer, and the answers could also lead to other questions. Once answered accurately, these answers can help you formulate the right strategy to execute for your online marketing.

For example, if I conclude that ideal clients/customers are unlikely to search for my services on search engines like Google, then I should not spend money on Google Ads.

(That said, you may have an entry level product or service that is searched for, and some of these clients could then upgrade to premium services or products)

Please let me know if there is anything specific you would like us to cover in this series.

Do People Stay On Your Website?

Let’s cover some important website aspects today!
There are many misconceptions when designing and creating websites. Here are some tips to get users to stay on your website.

Speed
If a site is too slow your audience will leave quickly. They will also not bother looking for further information and browse other pages. The entire page should load in 1 or 2 seconds.

Is it mobile responsive?
More than 50% of people nowadays browse and search information from mobile devices such as tablets and smart phones. If the user experience on a mobile device is not great, you will lose them. The site has to be able to sense whether it is being displayed on a desktop device or a mobile device, as well as the size of the screen on the device, and automatically display the site on the appropriate screen size.

Is information easy and quick to find?
Structure your site with the user experience and easy navigation in mind. Is it easy for someone to contact you? Increase credibility greatly by displaying your phone number.

Are you making demands on the user?
Make sure the website works for almost any browser, and that the user won’t be required to download any special plugins or software just to view the site. Avoid using things like flash.

Functional is better than pretty!
As long as your site is professional and clean it will be successful. Don’t worry too much about how beautiful it is.

Testimonials
Show social proof! Provide testimonials in both video and written/text format. This will have your audience warm up to you. Remember – they don’t know you yet!

Font size and clarity
Make sure the font size is big enough to read easily – again this needs to keep target audience in mind. Older audiences would require a bigger, clearer font. Don’t use a light font that is difficult to read against the background and site color.

Add a blog
If you want to keep your audience engaged, add blog articles to your web site, and send these to your audience via email, and social media. It will help build your search rankings and keep your audience engaged.

Some technical issues
Here are a list of more technical issues that you can ask your web developer to action:
• Security – Protect your site against hackers! Make sure passwords to log into the site as well as a content management system (often WordPress) do not have common user names and passwords. Ensure passwords are strong and change the passwords regularly.
• Keep your web software like WordPress versions and plugins up to date at all times to prevent attacks.
• Make sure your web developer knows about on page SEO and that header tags are used correctly, that a sitemap is in-stalled, and that Google Analytics is installed and works correctly.
• Ensure your site pages are optimized for speed.
If you need some help with your website please fill in the form on the right and we can discuss your needs.
Take advantage of a fully comprehensive website audit for a very low cost, by ordering it online here today
!

22 Mar 2017
by bescoto@aol.com
Comments are closed

Online Marketing Strategy In A Nutshell

I trust you have been enjoying our series so far?
I would like to summarize a strategy for your online marketing efforts today, and then we will expand on some of the concepts we have not yet covered later in the series.
We have already mentioned that Google ads is great to create an immediate return on investment. However, you also want to build your business website’s organic ranking with time, and also use the power of social media.
Because of costs and time constraints, it is imperative that you leverage all of your online efforts into a simple but comprehensive strategy.

What do I mean by this?
You need to be able to reuse and re-purpose whatever you do online, in order to achieve the following:
• Consistently improve the search ranking of your website
• Provide great content to your audience, in order that you stay “top of mind” until they need you
• Keep people engaged on social media

How do you do this?
1. Send your prospects and clients great tips and advice by email regularly.
2. Post this same content on your website blog, every time you send out an email.
3. Summarize the content into a great introduction statement, with a link to your blog, and post this on:
• LinkedIn as a share
• Your Facebook fan page
• Google+
• Tweet it via Twitter
• There are many other social media sites you can also post to but we will stick to these for now.

What is the point of all this?
You have used the effort of one piece of content to bring it to the attention of not only your email list, but many other people on all these social platforms. It will help to rank your website locally (Google sees you as a local business – if you have not done so, register your business on Google for Business as soon as possible!)
Even if people do not read your email, they could interact with your content on Facebook, LinkedIn and Twitter, as long as you also keep adding to your network on these platforms. If you need any help in implementing a strategy such as this, please fill in the form on the right.