Tag Archives: SEO

Sweating the Small Stuff Matters a Great Deal When It Comes to SEO

25 Jul


Most people who are somewhat familiar with search engines and the web understand that implementing keywords and key phrases in online content enhances search engine optimization (SEO). However, there is much more to SEO than simply jamming important words and phrases into a homepage, social media or blog content. SEO has become increasingly complicated in the last half-decade. This is a dynamic field with all sorts of subtleties that matter a great deal. The companies that make an effort to understand SEO in-depth have an important competitive advantage.

Keyword Frequency Matters But Not as Much as Most Think

Plenty of people are unaware that littering web content with important keywords and key phrases can backfire. Google and other search engines now penalize websites that are overloaded with specific keywords and key phrases. It is clear that stuffing lots of trending words and phrases into online content to generate a traffic spike is no longer permissible. Keywords must be used at a limited frequency and placed in captivating content. Otherwise, the site’s search engine ranking will be dramatically lowered due to keyword spamming.

An Appropriate Keyword Frequency

Every business stands to benefit from identifying the keywords and key phrases that are the most important for SEO purposes. Once these terms have been identified, they should be used at a reasonable frequency in order to stay off the radar of search engines’ keyword spam police. No, they aren’t really called that but search engines are programmed to toss keyword spammers to the end of the results. Aim for a keyword frequency between 1.5 percent and 5 percent to ensure online web sleuths can find your business when searching for such keywords.

Search Engines are Getting Smarter

Well, not exactly. It is more accurate to say the masterminds behind search engines are perfecting their techniques. Google’s web aficionados have developed highly intricate algorithms that scour online content for a wide array of information. Nowadays, content that is optimized with words and phrases that are important to those in the business’s local area will rank higher on search engine results, for example, a company in Orchard Park, New York that sells picture frames will enjoy a significant SEO boost by mixing in local identifiers in its online content. This includes the homepage, sections of the website, the blog and even social media.

Such a business should include the name of the city in which it conducts business along with nearby street names like Baker Road and Jewett Holmwood. The local zip code of 14127 should also be included in online content. Even adding the nicknames of neighborhoods by the business can help with SEO. The bottom line is that people searching for local suppliers of goods and services will stand a better chance of finding a business when conducting an online search if these key local identifiers are included in its online content.

Strive for an Overarching Web Presence

Too many companies make the mistake of thinking a website will suffice for SEO purposes. You need much more than a homepage to succeed at SEO. Make sure you add a blog to your website. Regularly update the blog with content containing the keywords and key phrases you have identified as the most important to your business and industry. Do the same with your social media posts on Facebook, Twitter, LinkedIn and beyond. Seek out opportunities to guest blog on other websites to establish yourself and your company as an industry authority. Provide a steady stream of insightful, keyword-laden content and your target audience will find you.

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Content Marketing No Longer About Increasing Awareness?

20 Jul


Content marketing is still king. The discussion among professionals is not whether to incorporate content marketing, but what it should be used for. The modern world of marketing is always moving. The purpose of today’s content marketing is different from the content marketing of the past.

What is Modern Content Marketing, Really?

As it is defined today by many industry experts, content marketing is a strategic marketing vehicle that is used to deploy value through content. This content is meant to appeal to and retain a specific audience and drive that group down the sales funnel. The main focus of content marketing is to take the focus off of marketing and place attention on the value based relationship between customer and company.

Although this is well and good, the problem is that content marketing starts to become long winded very quickly. Podcasts, online events and even short videos all stretch out the time that a customer has to pay attention to a single stimulus over a direct ad. If you can retain the attention of that customer for the proper length of time, your marketing efforts will be very successful – much more successful than with direct ads.

Content Marketing and the Modern Consumer

However, the attention span of the average customer is short and getting shorter. (A Microsoft study showed that humans are now actually less able to focus than goldfish – this is no longer a joke.) Long winded content marketing may garner more attention after your customer has committed him or herself to your brand a bit more. This commitment does not usually occur at the beginning of the sales funnel.

The classic buying cycle still consists of the same steps: 1. becoming aware of a product, 2. researching a product, 3. considering that product, and 4. the purchase. It may be completely possible that content marketing is more efficient during the consideration process than during the awareness phase.

Moving Content Marketing Into its Most Effective State

Continuous engagement is just a shorthand way of saying that a marketing campaign keeps a customer interested throughout the sales funnel. The classic stages of the buying cycle tend to overlap – they do not occur in distinct sections. For instance, during the “research phase,” a prospect must be constantly reminded of why a product is worth researching. This reaches over into awareness “Now what was the name of that new lawn care company again?” and consideration “Oh yeah! That’s the company with that funny meme about the rabbit on Facebook. Let’s see what they are doing.”

If the lawn care company uses the funny rabbit Facebook meme once and expects all customers to remember them a week later when the grass is actually in need of a trim, that company will likely lose business to the market leader.

SEO and Content Marketing

Google is just as forgetful of old content marketing as people are. In order to maintain a decent search position, a company must consistently provide new content marketing to be crawled. This makes content marketing just as important to maintain during “stage 3″ as it is during “stage 1.”

The Content Marketing Bottom Line

As new technologies continue to introduce themselves into the marketing conversation, the uses of content marketing will continue to adapt. With new ways of increasing awareness on the table, content marketing will continue to move down the sales funnel and serve as a vehicle for other efforts.

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Driving Sales With Digital Marketing

22 Jun


In spite of its demonstrated success in other industries, building products manufacturers have been slower to adopt digital marketing as either a complementary strategy alongside print or as a stand-alone strategy. That view is slowing changing as companies focus more of their marketing budgets on digital products such as content creation, SEO, website optimization, video, and more. The trick is to deliver what your audience wants to know without being pushy or aiming for the quick sale.

1. Be Helpful, Not Salesy

The first rule of digital marketing with a goal of increasing sales is to provide helpful information – without pushing for the sale. This helps to build a relationship of trust and establishes your business as one that is an expert in the field.

2. Be Entertaining

This doesn’t mean to pull out the jester hat and do tricks. It means instead of posting dry and boring content that explains concepts in a lackluster way, seek to make everything readable, interesting and informative. Your visitors should be able to easily relate your information to their own situations and come away having learned something.

3. Embrace Video

Video is a marketing medium that is just now reaching its stride. As a platform, video provides a method of entertainment as well as a medium for offering step-by-step instruction. It’s an engaging way to deliver all types of content. As a bonus, videos can be easily posted to different social media sites.

Digital marketing is a flexible, versatile and engaging method of driving sales for any industry. The building materials sector can use the above tips to get started in this exciting endeavor.

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Consolidation and Convergence: B2B Marketing in 2017

5 Jan




Many industry experts agree; the idea of collective data will be a driving force moving forward into 2017. Proprietary data and walled gardens for individual publishers aren’t cutting it anymore, there is new content daily and new iterations of the same data thousands of times per day.

Consolidation and convergence giants such as Forbes have been ahead of the curve in the B2B market, with most smaller publishers consolidating in the B2C market. However, smaller brand data collectives with an emphasis on the B2B market are now a viable option, with platforms aggregating data from CRM platforms and industry analysts alongside traditional publishers.

The Takeover of Account Based Marketing (ABM)

2016 saw some very interesting changes in B2B, mostly because of the takeover of account based marketing. ABM was not a new technology; however, 2016 was the year that it became viable for the average business to use.

The market for ABM is now in its consolidation stage. Marketers are not looking to purchase a separate dashboard for each product, especially when networks are converging and providing more data in one place at once.

Where is Business Truly Converging?

The convergence of ABM platforms is all about sales and marketing teams converging as well. There is less of a gap between the two disciplines, as well as a new outlay of business specific metrics that are creating a shorter distance between acquisition, visibility, and revenue. 

The marketing qualified lead (MQL) went the way of the dinosaur in 2016, and experts are still debating what the replacement metrics will be in 2017 and moving forward. Some of the metrics that are being tested include target account engagement level, brand exposure, opportunity for acquisition, and campaign sales funnel depth per target account.

Will Ownership Be Socialized?

In 2017, the notion of owning data may also move in favor of the collective pool of data that is useful to all partner companies. There are already efforts to develop a Universal ID standard that will be used to identify different audience profiles. The precursor for these developments was proven to be profitable in the B2C market, prodding the big budgets associated with B2B to move on the issue in 2017.

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3 Digital Marketing Trends to Watch for in 2017

9 Dec


2017 is right around the corner which makes now a great time to assess your digital marketing strategy. Because digital marketing evolves on a continuous basis, it’s vital to be in the know concerning the latest trends and upcoming features. Here’s what to expect during the year ahead.

  1. Mobility Continues to Dominate

Whether a potential customer is attempting to multi-task during downtime or simply browsing online for pleasure, the chances are very good that their activity is taking place on a mobile device. Convenient and powerful, our reliance on smart phones and tablets demands that websites tailor their marketing strategies so they effectively reach people, even if they aren’t grounded to a stationary computer or lugging around a laptop.

  1. Changing Algorithms are King

Unlike those unchanging formulas that you might remember from math class, algorithms are ones that regularly undergo a revolutionary change. This means that any marketing strategy used must contain elements that work seamlessly together rather than components that can only stand solidly on their own.

  1. Video is Expected

Have you been sitting out the video craze, hoping that it will fizzle out so you don’t have to engage in it? If this is your approach, you’ll want to swiftly change it in order to keep up in 2017. One compelling reason: videos are one of the most shared elements that wind up on social media which means they can quickly make your business a popular topic of conversation. Quick and entertaining bite-sized pieces can also alleviate questions and concerns your visitors might have in regards to implementing the services and/or products your business provides.

At ER Marketing, we constantly stay on top of the latest digital marketing trends so you don’t have to. Let us create a robust marketing plan for your business so it thrives in 2017. Contact us today to lay the groundwork for a better tomorrow.

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