How To Find The Right SEO Company

90% of internet users go through the search engines to find what they are looking for on the web. This figure more than explains the importance of Search Engine Optimization. If you are a website owner, then you know the magic that search engine traffic can do to your bottom line. To make your website search engine friendly, you may need a professional effort. But how do you choose the SEO company? This is the focus of this article.

Choosing an SEO company, just like choosing any other service provider, is not a tough task if you are looking in the right places and asking the right questions.

Here is the most comprehensive checklist to help you get the task done:

How Is Their Own Website – If there is any passion, it will show. See if they have done a good job on their own website. Does the website tell you everything about them? You need to look very closely as this will tell you the potential of the company you are hiring.

Go Through Their Previous Success Stories – Have they been in the business for long? Who all have they worked for? Make sure the company is not an overnight company and comes with enough relevant experience to handle your site too. Going through their portfolio and the projects that they have worked on, will give you clear picture, as to whether the company can deliver on its promise.

Do They Provide Case Studies Of Their Successful Ventures – Is it just words, or do they provide detailed study of the successful projects they have taken up. A case study will tell you exactly how they worked on a site, and helped their client reach the target he was aiming for. You can even do a search yourself to know how their earlier clients feature on the search engines.

Make A Note Of Their Affiliations And Memberships – Are they certified professionals? Are they associated with the respected authorities in the business? Have they been recognised by the top most authorities in the arena? The honest and honourable companies in the market will be backed by various accreditations, because you are as good as the company you keep.

Form a Basis of Contact with Them – Interacting with the real people will let you judge their levels of knowledge and professionalism, and most importantly, their expertise levels. Communicating with them will help you understand their style of working, approach to different campaigns, their way of project management and how they stay ahead of the algorithms. You can then decide, if it suits you or not.

Go Through The Career Section – To get to know the kind of people they are, find out who they hire. Going through their career section, you will understand the sort of quality staff they hire and their work culture. Is it in harmony with your work culture? The answer to this question will significantly help your decision.

Packages Offered By Them – What sort of service packages do they offer? Are these comprehensive enough? Are they the latest in services and confirm with the latest industry standards? You need to get your value for money.

What Sort Of References/Testimonials Do They Have – What do people say about the company? Do they have video testimonials, complete with person and company name of the referrer? In fact, why go only by the testimonials on their site — check out online for negative comments on consumer forums or social media sites. Don’t worry, if it’s there it will show up on first few pages of search engines.

Level Of Involvement They Need – How much time and involvement is needed from your end? Once you have sorted the goals and the ways to achieve them, will the company function on its own, or will you need to constantly monitor them?

What Other Marketing Services Do They Offer – In this age of active internet marketing tools like social media, it is important that you hire someone, who can meet all your requirements.

In conclusion, do not pre-judge any company by just word of mouth or the look of their website. Dig deeper with the checklist above and you will never fail in making the smartest decision.

With the search engines changing their algorithms, it is definitely the SEO Company’s responsibility to ensure that your site is always up to date with these changes. You should also ask for periodic reports to monitor the SEO campaign. Just remember, SEO is something that needs time and patience. So, it is important to have achievable goals and reasonable expectations.

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How to improve your social media engagement

There are now more than 2 billion active social media users in the world. A good social media strategy can bring you in touch with at least some of them, while the social capabilities offered by some content management systems (CMSs) can be a key tool in your efforts to increase engagement as well as provide invaluable insights.

Likes, follows, comments and other digital seals of approval may not always translate to tangible business outcomes, but a content-led social strategy, underpinned by the CMS, certainly has value as it can extend your reach beyond your core audience and increase your exposure.

It also enables conversations with your audience, so you can get to know them better on a personal level. These direct interactions give your business a face and solidify your brand identity. If you’re more interested in the tangible benefits of having a sound social strategy, consider this: your presence on social networks may have an impact on how you rank on search engines.

With a CMS, you can knit together the social interactions of your audience, which gives you insights into your customers’ behaviour, their needs and what they think of your brand, in a place where they’re being most frank. In this post, we’ll explain how the right strategy can help you convert the merely interested into the engaged, delighted customer, and how a CMS can help you achieve it.

Post content easily across all networks

By connecting all your social accounts – Facebook, Twitter, LinkedIn – to a CMS with integrated social capabilities, you can automatically publish any content from the platform directly to those networks. This feature alone is worth its weight in the time it saves your content team, who only have to hit publish once. It also ensures your brand identity is maintained across channels.

Build richer profiles of your customers

One of the main benefits of the CMS is that it lets you get to know your customer better. The right social tool in your CMS can link any interactions by your customers on social networks with the profiles you currently have in your database.

This will show you how they feel about your brand, give context to their interactions, determine which customers you should get in touch with – might they be leads? – and see what content is resonating with which sections of your audience.

This insight into audience behaviour also gives you the ability to personalise the content you serve your customers, such as paid social ads, to suit them. Some social integrations offered by content management systems will let you schedule publishing content at a later time, according to the insights you get, or make suggestions for when to post, so that you get the maximum engagement with your content.

Get a wide view on how your customers are engaging with your content

Encouraging discussion around your brand on social media can be a great way of determining how it is perceived by consumers, especially as they’re more likely to be frank in a social space. With the right CMS capabilities, you can monitor these customer interactions and keep tabs on mentions of specific keywords or hashtags.

Monitor paid search campaign performance

Marketers are dedicating an increasing amount of ad spend to paid social campaigns. With more than $30 billion invested in the medium in 2016, how can marketers give themselves the best chance of achieving return on investment?

Some content management systems have capabilities to track paid campaigns and link them to customer profiles as well as provide an overview of performance. It may also be possible, by using contextual data, to target a segment of your audience in real time, thus optimising your ad spend.

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PPC: Laser-targeted visibility

How does paid search differ from organic search? With click-through rates and trust heavily stacked in favor of organic search, why would a business look at paid search? Here are some of the benefits PPC offers:

Position on the page. Paid search dominates above-the-fold content. With typically four ads on desktop and three on mobile, a user will always see the paid search ads, even if they choose to scroll past them.

Improved ads. PPC ads are just that: advertisements. As such, you have far more granular control and more space for delivering your marketing messages. Calls, locations, sitelinks, pricing and bullet points (callouts) are just some of the options for creating ads that dominate the page.

Visual product ads. Where you sell a product, Google provides the option of visual shopping ads (Product Listing Ads, or PLAs) that can help a user see what they will be clicking on. This kind of ad can really improve the click-through rate by offering a feature not available in organic search.

Brand visibility. Running paid search advertisements gets you seen by the right people. Even if they back off and conduct a brand search before clicking to your site, that visibility will pay dividends to your marketing.

Budget. PPC allows for a tight control of budget. Determine how much you are willing to spend per day (ideally with some initial and ideal ideas of returns), and set that fixed limit.

Targeting. PPC provides a laser-targeted way to get in front of potential customers. Ads can be targeted by search keywords, time of day, day of the week, geography, language, device and audiences based on previous visits. Organic traffic, by comparison, is far more scattershot.

Speed. While developing good organic visibility can take time, a PPC campaign can be created in days and ramped up in weeks. There is no faster way to get in front of customers at the very moment they are primed to buy than paid search engine advertising.

Agile. Speed provides agility. Want to test a new product? A new marketing message? You can get rapid feedback on a new product launch (or minimum viable product) by running a short PPC ad campaign.

Marketing intelligence. Where organic largely hides keyword data in the name of privacy, there is no such restriction with paid search. With conversion tracking and a solid integration with analytics software (like Google Analytics), we can determine what keywords convert and at what percentage and cost. This intelligence can be fed directly into organic search (SEO) marketing and can inform all other advertising to improve results across the board.

A/B testing. Easily split-test ads, landing pages, and even call-to-action buttons to determine where the very best results lie. Again, this information can be fed back into all other digital (and traditional) marketing endeavors.

Stability. AdWords does not suffer the same turbulence that the organic results can suffer from. There are changes, but they tend to have a far lower impact and are more easily managed. Careful use of match types and analysis of the search term reports allow for the removal of junk search and an increase in ROI over time.

Cost. Despite what many advertisers believe, a PPC account that’s well set up and managed can be a low-cost way to generate leads for your business. If you are a local business targeting a small geographic area and a small set of keywords, you may find that you can generate more than enough leads without breaking the bank. Additionally, over time, accounts can be further optimized to drive down costs and increase return.

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SEO: Improve your organic traffic

What are the pros and cons of organic traffic from search engines? Let’s begin with the pros:

Awareness. Visibility in search engines for your targeted keywords puts your business in front of potential customers in much the same way as if you were to advertise, and it drives brand awareness.

Branding. Visibility around commercial search terms and informational queries related to your business area can have a positive branding benefit. Your brand can become associated with and trusted by searchers who are asking questions as they conduct the research that will lead to a purchase. You can become an authoritative voice around a given topic.

Credibility and trust. Having your site return in the organic results can influence your perceived credibility with an audience looking for your services. Many users skip ads and trust organic results more highly. Being visible gives your business that all-important stamp of approval. Also having strong review and reputation signals in place will deliver further benefit.

Website traffic. Increasing website traffic provides you with more opportunities to drive awareness of your business and educate a prospect as to why they would buy from you.

Cost per click. Traffic from organic search is free… sort of. Developing that visibility will take time and effort (money), but there is not a direct charge for each impression or click.

Return on investment (ROI). Organic search engine traffic can provide an improved ROI over traditional forms of paid media and certainly improve upon PPC.

Cost. While SEO is neither cheap nor easy, it will generally be more cost-effective than all other marketing tactics for delivering brand awareness and relevant traffic to your website.

Sustainability. Unlike paid search marketing, organic traffic does not dry up the moment you stop paying. As such, efforts to develop organic traffic can sustain a business when marketing spend is cut back.

Improved click-through rate (CTR). A higher percentage of users click on the organic results. While there are exceptions to this rule, you will generate more clicks from a highly placed organic listing than from a highly placed paid ad.

More clicks overall. To maximize visibility and clicks, you will want to have listings in the paid and organic results. Keyword-level experimentation is needed here to see if you are paying for clicks you would get for free or increasing overall clicks and CTR in both paid and organic — but to truly maximize results, strong visibility in paid and organic is needed.

Scope. There are so many new queries every day that to maximize scope, you will need strong organic visibility. You will not want to pay for all kinds of clicks either or advertise every piece of content on your website.

Strategic advantage. Visibility in organic search is not quick or easy — which is a good and a bad thing. Once you have established yourself in the organic results, your competitors can’t simply buy their way in (assuming you have done things the right way). This can provide a strategic advantage over the competition if they are relying on paid search.

It is not all sunshine and rainbows, though, and there are certainly cons to SEO. In many cases, organic traffic can be slow to come by, and you may be wildly outgunned. If you are just starting out, and the keywords you are targeting show results dominated by titans like Amazon and eBay, then you may need to rethink your strategy.

You may also need to develop content assets to achieve strong organic visibility. Not all businesses have the in-house resources to tackle content development, and this can pose a problem. Tactics such as safe, sustainable link building can be difficult to master, and often, a strategy is needed, along with expert support.

Organic traffic may also largely come in via informational or pre-purchase research queries. This is valuable traffic, but a more staged approach may be required to nurture those users to a purchase. This is a cornerstone activity in digital marketing; however, it is not always easy, and it is not a good fit for all businesses.

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