Answers to the questions our clients ask most about SEO, PPC, social media, content marketing, web design and local search.
Optimising your website for Search Engines (SEO) involves optimising your site so that it appears higher in search engine results than others, such as Google, Bing, and Yahoo. The purpose is to get organic (unpaid) visitors by improving the way your site is discovered by search engines, crawled and understood. From optimizing the language in your content and building links from other sites to improving site speed, and making sure your content is actually answering the questions people are typing into search engines.
More people find your business when they are actively searching for what you do when you have higher search rankings. This means increased website traffic, increased enquiries and increased conversions without just relying on paid advertising. SEO makes sure your business appears when a potential customer is searching for your product or service.
Whereas, in the case of SEO, the traffic is much more targeted and conversion ready, because it is made up of people who are looking for your products and services. It creates brand awareness over time and can help your business become a trusted brand within your industry over time.
Match types determine the degree of match a user's search query must have to your selected keyword to get your ad served. Broad match has the most reach, meaning that your ads may be shown for terms that are not exactly the same as your keyword, which is good for top-of-the-funnel brand awareness, but can be tricky to budget.
Every time someone searches, the search engines first use an automated real-time auction to determine which ads are shown and the order they are shown in. Ad Rank is the most important factor and is determined by the quality of your ad, the expected click-through rate, relevance and experience of the landing page. What is most important is that a good, targeted ad can outperform a competitor's higher bid – quality drives in as much as budget does.
For new businesses to paid ads, search campaigns are generally the best place to start. The audiences tend to have high purchase intent as they are more active in the search for your product/service and therefore more likely to convert. Such platforms can have extensive audience targeting options (age, location, behaviour, lifestyle) and still reach the right people, even on a small budget.
Centralised management tools enable teams to keep track of and manage several advertising accounts from a single platform, which can considerably boost the efficiency of campaign scheduling, budgeting, performance comparisons throughout platforms and swift action on new insights. Account management on a single platform is cumbersome, and even more inconsistent when it comes to Google, Meta, LinkedIn, and other platforms.
There are no strict minimums for launching a paid advertising campaign – with most platforms, you can set a campaign's daily or lifetime spend as low or as high as you want. Small businesses can start with a small budget, try it out and slowly ramp up their marketing budget as they determine which is successful for their audience. Your budget will depend on your industry, market competitiveness, target cost per acquisition, and marketing objectives.
It will depend on where your audience spends their time, your industry and the type of content that you're best equipped to produce. Consumer brands can often succeed on discovery-focused or engaging social media channels, whether it's in the lifestyle, fashion, food or home category. B2B businesses will likely discover a better return on their investment on professional networking sites, as they can establish industry credibility, reach out to decision-makers, and gain access to qualified leads.
Organic social media is any content you create and post, then share with your followers and those with similar interests via algorithms on the platform. It is at the heart of a long-term and sustainable social media presence and is particularly effective in establishing community, maintaining relationships and cultivating brand loyalty.
It's better to be consistent than to post volume. Being active, even if that's three times a week, not daily, is keeping your brand top of mind and letting platform algorithms know you're an active and relevant account that they should promote. It's best to avoid sporadic bursts and periods of silence, as both affect algorithmic reach and audience trust.
As businesses extend their reach into various social channels, it can be difficult to stay on top of messages, comments and mentions in real time. Centralised communication tools take care of this by bringing together every communication from various platforms in a single place.
Traditional advertising is an interruptive and direct approach, creating a placement in front of an audience with an ad, a commercial, or a sponsored placement, with the intention of immediate sales. Content marketing is not the same. These days, traditional advertising gets immediate results, but content marketing is better suited for building relationships with people and attracting organic traffic that will keep coming without relying on ongoing advertising.
Content repurposing is one of the most efficient strategies used by content teams, as it can be used to gain a lot more out of a research and writing task without the need to start from scratch and produce new content every time. It also delivers the message in a variety of ways, helping to reinforce it and build brand authority.
Content marketing is a long-term strategy, so have realistic expectations. Content marketing is a long-term strategy that requires time for your content to get indexed, link in and gain trust from search engines and visitors, whereas with paid advertising you can drive traffic from day one. After a few months of effort, businesses begin to gain significant results for organic traffic, engagement, and lead generation after 3-6 months.
Local seo can be used for optimising your business's online presence so that it can be visible in the geographically targeted search results. A strong local search strategy can have a tremendous impact on local foot traffic, phone calls and brand recognition.
Your Google Business Profile is a person's very first expertise with your business in a neighborhood search, and that's the very last thing you want them to misread. Optimisation means making sure all data is correct and complete: your business name, address, phone number, website, hours of operation, services offered and a well-defined, keyword-rich description of your business.
Local on page optimisation are the changes you make on your website to ensure it's more relevant for local search. This also involves the appropriate and natural use of city or region names in page titles, heading tags, content and meta descriptions, which enable search engines to identify your business with a specific location.