07.26.12

Why Outsourcing Paid Search Marketing Campaigns Makes Sense

Google Adwords Certified Partner

Simplified Solutions is a certified Google Adwords Partner.

How are you getting your leads, letting your specific audience know about your services or products or staying on top of your competition?

Are you investing in paid search marketing?  If not, you should.   Don’t think you have to do it on your own.  With the rapidly evolving changes in online marketing strategies and tactics, creating the optimal paid search campaign should be left to the experts.  Engaging a PPC management agency can significantly impact on how your campaign performs and ultimately affects your business’ bottom line.

Think about these undeniable reasons why you should be outsourcing your PPC search:

  • Productiveness- Search management is a time-intensive activity.  Is this what you want you or your staff spending their days doing? Outsourcing to an agency allows you to do what you do best-focusing on your business’ big picture. An online marketing agency knows how to manage the details of maintaining your PPC budget, crafting ad copy, keyword research and the many other factors involved to optimize your online advertising successes.
  • Speed to Market- Most agencies have an arsenal of big-gun technical resources available to them, letting them implement the most strategic campaigns, quickly.  Through leveraging bid management tools, the competitive landscape and the ability to make the impactful changes at a moment’s notice, your online marketing efforts are that much more effective and robust.
  • You are the expert at your job, let the PPC gurus ply their expertise- Paid search, when done well is more than bidding on keywords.  By outsourcing to a team dedicated to understanding and implementing geo-targeting, remarketing, quality score, device segmentation, ad builds and more. Do you really want to try and do this in-house?  Consider the time and financial resources of keeping up-to-date on the most recent trends and analytics associated with paid search.

    Google Search Result

    Paid Search can put your company at the top of a search engine.

  • Results- Letting a firm specialized in paid search create a customized campaign based on your marketing goals will yield positive numbers.  Investing your dollars into a purposeful and customized digital advertising strategy can catapult your online initiatives to its fullest potential.  Isn’t that what you ultimately want your online marketing campaign to do?

Clearly, it’s time to reassess your online marketing efforts.  How is it working?  Do you have a plan?  How are you being found online?  Working with a PPC marketing agency will certainly add to your digital bench strength and should be a vital component to your advertising mix.

To learn more about effective online advertising campaigns contact Tom Casale or Bill Kamper at info@simplifiedsolutions.biz or call 312-886-7669.

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04.22.12

SEO: How to Make Your Website “Google-friendly”

Almost 75% of all search engine traffic comes from Google. It’s important that you play by their SEO rules to get your website ranked and indexed properly. Google looks for two important things to qualify a site: content and relevance.

We’d all be richer than Bill Gates if we could figure out how to make a website appear number one in Google, but there are several basic SEO rules that that give your website a fighting chance.

Searchable and Unique Page Titles

The page title is the first thing Google reads. Make sure each of your pages has a different title that begins with a keyword related to your business. For example, a website for a home staging consultant with a homepage title of “Susan’s Designs in Tampa” tells Google nothing about what the business does. A good title would read, “Real estate staging in Tampa with Susan’s Interior Designs.”

HINT: Put yourself in the mind of a customer that might be looking for you. What words would they type into Google to find the services you provide? Write down 5 or 10 of these search terms or phrases and use them throughout different titles and pages in your site. They are your KEYWORDS.

Keyword-Rich Headings

After the page title, the next bit of web page text Google typically reads is the heading of the first paragraph. Most inexperienced web writers would write something like “About Susan’s Designs” as the first paragraph or topic heading. The more Google Friendly text should read “Real estate staging in Tampa for more than 15 years.” This way Google is beginning to understand that this page must be all about real-estate staging in Tampa (after reading the page title and first paragraph).

Good Keywords in the Copy

Google reads your page looking for validation of the first two instances of your keywords (Page Title and Heading). Make sure you include the same keyword or key phrase a couple of more times in the page especially in the first paragraph. Try, “I have been doing real estate staging in Tampa since 1995.” Bingo… Now Google correctly assumes what this page is about and is more likely to index it properly.

Be sure to create a different page title on every page. The easiest way is to pull from your list of keywords and use a different one to start the title of each page. If you can’t control your page title, be sure to ask your Webmaster to do it for you.

Links

Equally important as titles and keywords are the relevant “inbound links” (other websites that link to yours). The more relevant inbound links that point to your site, the better your site will get indexed by Google. For example, you can create a separate blog that talks about trends in your industry and links to your website. Another good source of an inbound link can come from a listing in a directory or through membership in a professional association.

So that’s a basic overview on how to make your site Google-compliant. Keep in mind that Organic SEO takes some work, and more importantly, some time to work. If you want to pay your way to the top, you might think about Paid Search Advertising.


For a free SEO review of your website, contact Tom Casale or Bill Kamper at info@simplifiedsolutions.biz or call 312-886-7669.

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04.18.11

How to Optimize Your Business Online

Simplified SEO MarketingMaybe your key business objectives read something like this…

  • Increase new business traffic, inquiries, or sales by X%
  • Reinforce position as the premier provider of (put your service or product here)
  • Introduce new products or services

Maybe your web marketing strategy should be this simple…

  • Create a comprehensive Online Business Optimization Program to increase higher traffic and awareness via searches, links and target engagement.

So where do you start?

Create an Online Marketing Plan

Most companies have a website. It’s table stakes. But in today’s competitive business climate, you have to ask yourself, is that enough? Are you getting all the traffic your need? What about the abundance of new web channels and media that are now part of everyone’s everyday experience? Should you pay for website clicks or attract them naturally? Is something missing or are you spending too much in one area? What works with your clients and customers? What makes sense for your business?

These are the questions a sound online strategic plan will answer and help you decide which online marketing tactics make sense for your business.

Here are just few ideas for you to consider.

Organic Optimization

Good SEO, or Search Engine Optimization, starts organically with your own website. This means you have to correctly align your page titles, headlines and copy on each page using relevant keywords. Understanding keywords relevant to your business in searches and how to use them correctly is table stakes to online marketing. We call it “Getting Google-friendly.”

If done right, organic optimization will help increase the number of times your site appears via search engines like Google and Yahoo.

Organic SEO is an ongoing process that can take more than six months to yield increased traffic to your site, but in the long run it can be the most effective.

Online PR Program

How do you fill the pipeline with great news about your company or brands? Maybe it’s time to supplement your traditional PR efforts with digital or online PR strategies. With online PR you can shape public perception of your company with potential customers. It’s just the beginning of managing your company’s reputation online. We distribute keyword-targeted news articles and information, including images and video, through syndication channels for many of our clients. These appear on relevant media websites, industry blogs/newsletters, and other content sources, to help increase links to your website and find good news surrounding your good name.

Here are a couple of Online PR examples we created for a clients that got picked up.

Linking Strategies

Linking your website via directories, blogs or other relevant websites is key to driving your organic search rankings. It takes a bit of work. Search for directories or business listings within your industry. Some are free. Some are fee-based. Some are junk. Join them all if you can. Google favors links on external sites back to your site. Just make sure it’s relevant.

You can also trade links with business partners, share blogs you like, or provide a link from your blog to your web site. Send them an email and ask for a trade in kind. Just make sure it’s not competitive or irrelevant.

Warning: Be careful of site-paid links or companies that try to sell you a linking list. You may get blacklisted if you don’t do it the old fashioned way.

Email Marketing

Email marketing is the most cost-effective way of engaging and activating your existing customers and clients. Read more about Email Marketing for Brand and Customer Loyalty here.

Blog Marketing

Blog Marketing can reinforce your position as an expert in your field while increasing links and raising your visibility in organic searches. You can create a blog for maximum exposure and impact, adding features like RSS channel news feeds, email sign-ups, links to your business website or social networking communities.

Keywords and interesting topics are the key to any successful blog. All you have to do is write about what you know on a regular basis and promote it a little.

Read our blog on why your business should do blog marketing.

Social Networks

Are social networking sites the business tools of the future? Yes, if you know how to work them. If you run a small business in these changing times, ignore them at your own risk. Your competitors may already be networking and micro blogging their way to a stronger Web presence, enhanced credibility, and more customers.

The most popular sites for business are LinkedIn, Plaxo and Xing. Everyone knows about Twitter by now. StartUpSpace.com is for new and growing businesses. Small businesses are finding value on Facebook’s Visa Business Network, a small business-only social network. The whole concept of social media is a lot like birds of a feather flocking together — in other words, people with a common interest or objective interacting online. Social networks enable that interaction, in professional but also fun and interesting ways.

While there aren’t many strict rules about using social networks, there are do’s and don’ts, as well as strategies to employ to get ahead.

To start, read our blog on How to Engage on Social Networks

Here’ a handy guide for How to “Tweet” for Business

Pay-Per-Click Programs

Need a sugar buzz for your business? During key sales periods, or for breaking news events, a PPC program can drive substantial qualified traffic using specific search terms. Pay Per Click requires you to bid on keywords you anticipate a target market would use when searching for a product or service. Basically, you pay to have your site appear in the “sponsored listings” section of search engines like Google or Yahoo. You’ll pay for each click that you get through these ads.

PPC programs can also target other relevant content sites and social networks. This offers you several micro opportunities to target customers with specific niche interests. We recently implemented a Facebook PPC program targeting students at the top small universities around the county, with school-specific messages. It was a huge success!

So if your small business is looking to grow by stealing market share or protecting what you have, optimize your business online. It may just be the answer you are looking for as you think about your marketing plan this year.

Bookmark this blog now or sign up for our RSS feed, as we will be doing deeper dives on each subject later this month.

Learn more about how web marketing can help optimize your business online.


For more information on website optimization, contact Tom Casale or Bill Kamper at info@simplifiedsolutions.biz or call 312-886-7669.

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