We are hearing this more and more from companies talking with us. They ranked high once and now they are dropping and their competitors are ranking higher. These can be local or national companies organically (e.g. free) ranking higher than they and they think it’s because these corporations are outranking them because they are spending money. The answer is yes but not in the way they are thinking. They are ranking not because they are paying the search engines to rank to get those organic listings. They could be paying for ads but that doesn’t measure into the organic listings. They are paying their employees or a digital marketing company to make them rank that way. Let’s take a look and see what a business owner can do to fix this problem.
We feel it is great that companies in Northwest Indiana and really all over the United States are looking to streamline and save money. The question comes to where do you automate and have truly in-personal communication and where do you have that personal touch we all enjoy? Technology has a place to help cut costs. No longer do you need to pay $500-$1,000+ for social media digital marketing management. Technology can help keep costs low and increase your brands reach. Let the computer do the heavy lifting that used to take hours to gather information so that you can focus on what matters; the customer. Let’s look at where technology can (and should) be used, where it can (and shouldn’t be), and where you need to still use that 100% personal touch.
UTM codes stand for Urchin Tracking Monitor. The name comes from Urchin Tracker which was a web analytics software that served as the base for Google Analytics. These are often used with Google Ads (formally Google AdWords). Marketing in the old days you spent hundreds, even thousands, of dollars on newspaper ads. These ads you often didn’t know the results. Either due to you or your employees not asking how you heard of us or truly thinking the newspaper was making results (e.g. you guessed). Today with technology you often will spend less but demand to know whether the results are working for you. First, you should’ve been asking that question under old school methods but there really was no 100% way of knowing. With UTM codes you can have some pretty accurate methods of how people are reaching you. They also can be used beyond just paid ads if used correctly. We’re going to not only dig into what UTM codes are but how you can use them and how to create them (easily).
If your entire marketing plan is paid marketing prepare to continually increase your paid marketing overtime. Paid marketing or pay-per-click is an effective way to reach new areas you weren’t previously in or areas where you want to further grow. Paid marketing though is not where you want your marketing efforts to be spent. You need to be looking at building up the content of your website for organic (e.g. free) marketing. Free marketing doesn’t mean it’s free though. It means you must do things the “old fashioned way” by working for it. You need to be updating your products, your services, and start a blog.
All too often we see businesses making a big mistake when it comes to the search engines beyond ignoring them or just paying to play. They are still thinking the early 2000’s and the internet on how they worked before they could do a lot of 'self thinking'. The search engines have evolved, yet many businesses have not evolved with these changes. Google is a major force recon with when it comes to the search engines and they are not slowing down with their updates. With over 500 updates per year you need to continue to bring you’re 'A' game to make the search engines work for you. Paying for your search engine optimization or SEO is a short-term fix to a long-term problem.
Many of our clients, friends, and even local competitors we’ve been talking to over the past several weeks and they say we seem to be busy. We are and we know why and are going to tell you how we’re doing in one area. That area is search engine optimization and social media. It’s actually technology that gives us our edge. As software developers we think analytically to grow business. We have spent tens of thousands of dollars on tools to help our small business clients rock it. We get tools that work together that give us insights into what the internet is doing. With that information we can dig deeper than most and spot trends months before others start reacting.
Heatmaps are dynamic and interactive reports to visually show you what users are doing not only on your website but in great detail on a given page. A heat map will overlay colors on your website to show where users are clicking, where mouse movements are (e.g. this is considered eye tracking as well!), how far down on a page someone scrolls, percentage of clicks on a given area, and many will even allow you to export the information for deeper dives in analytics software or spreadsheets.
As a company that everything is based on 'no lying' it's always good to cover some of the biggest lies that we know people have been told. Today we're going to cover search engine optimization and the most common lies that we routinely here. Slick talkers will say whatever they can for a sale. Business owners want to get as high on the search engines and when they hear a deal, even one too good to be true, many will jump on board.
When it comes to search engine optimization or SEO and you are talking about organic SEO every conversation will eventually cover backlinks and why you need them. Backlinks are a key way to organic search engine success but that doesn't mean they are a good thing. As with everything in life, there are good and bad when it comes to backlinks. backlinks are links from domains outside of your control that link back to one or more pages to your website. backlinks are also referred to as referring links or referring domains.
We talk about the benefits of SEO or search engine optimization with every project we work on. Whether it be a basic brochure site, a site designed for lead generation, a customer support site, or an eCommerce site. You can build the most beautiful site in the world. You can have the greatest content in the world. Only when you let people know it exists will they be able to find you.
Debate as much as you want regarding organic search engine optimization or SEO versus paid advertising or PPC and you will find out it is a hot topic with people fighting on both sides of the fence that one is better than the other. A third option we see all too much is to be completely lazy and do nothing as you've vested so much money that you expect that money to also be heard by the search engines that you didn't even pay because your site is just 'that great'. The question comes down to which one will work best for your brand, your timeframe, target market, what your budget is, how patient you are, and whether you have truly great content. We've re-written this several times and are going to lay the pros and cons to each.
We believe that small business truly makes our communities grow. They have heart, passion, raise their families, and are 100% committed to our communities. We believe big business is important but will never be as vested in our local community as much as small business. To that end we look for ways to improve small business search engine optimization for small business whether you are in Valparaiso, Merrillville, or in a big city like Chicago. These SEO techniques work for every small business.
Valparaiso Web Design Mission Statement
Business YETI provides each client a custom developed solution to meet their business needs. Dynamic and creative solutions for marketing, web design, software development, social media, photography, video, and visual branding. Achieving excellence in an honest and ethical manner.